'sending an email to the CEO doesn't count as submitting a complaint'.
It does if you receive a reply with a complaint number on it!! 😉
Sent a registered letter to the CEO a while ago (not allowed to name him though, Mods remove 'inappropriate content, but just 'google 'Virgin CEO' for his details (available to everyone on line))
Received a reply a week later with a complaint number on it...not had a reply to the complaint, so followed up with CEO, using complaint number they stated, and had another reply, regarding the complaint....so there IS a chance you will get a reply with a number to reference, (not that it does any good, VM complaints are filed in the dustbin, sadly)