Remember the barista who coughed up a spitball the size of her front tooth into the latte at Starbucks? (Still waiting on the response Starbucks) the American Airlines representative who booked my ticket starting in the city I was going to and wouldn’t change it without my buying a second ticket? (I still don’t fly them) When your path crosses someone who didn’t do their job well, you want to make sure the company knows about it. While I’m sure you want to go all sabre-wagging, “Oh no you didn’t!” crazy on someone, simmer down. Trust me, the pen is mightier than the sword.
First the zen part of this; the act of writing out what happened to you is going to make you feel better. All corporate offices get feedback from their customers. The bad ones ignore it. The good ones read it. But the great ones act on it. So if you want a great company to act on something bad that happened to you, follow my simple rules for writing a complaint letter:
1. Don’t get crazy. Dropping the F-Bomb in your first sentence is not going to get you the attention you want. And painting yourself to be more of a saint than you actually were is not going to win you any brownie points. Write your account of what happened and then sit on it for a few hours. Go back and take out the undue emotion. You’re dealing with a company here, not your spouse who hangs on your every word.
2. “Just the facts, Ma’am.” Joe Friday said it best. Companies want to know what happened and how it made you feel about them. “I delicately set my suitcase on the weigh station when the ticket officer lunged at my throat and screamed, “IT’S TOO HEAVY!!” is not going to do you any favors. Because unless that letter is accompanied by a police report, we all know that’s not how it went down. Try “I was really disappointed in (insert company name here) when your XXX did YYY.
3. Offer them an opportunity to make it right. I always like to use, “I’d like to think this is an opportunity for you to show your customers what you think of us.” It’s like telling your Mom, “I just want you to love me.” Cue harps, angels and hopefully a discount.
4. Remind them how this experience doesn’t jive with what they advertise. I give shout outs and props to the cats at Delta. They got a new head of customer service or something, because the folks listening to my in-flight complaints about broke down TV’s, arm rests and the like are actually listening. I nearly fell off my chair when I told them that their new multi-million dollar ad campaign was not in line with my experience. They said two words that made all the difference, “You’re right.” Do huh? I’m right? From a corporation? They followed up the e-mail with a nice pre-stamped paragraph that basically read, “we’re trying as hard as we can.” They then deposited a few thousand points in my account as an apology. Go Delta!
5. Promise, don’t threaten: Again, don’t get crazy! State facts and promises that will effect the companies bottom line. “My family of 4 goes out to eat at least three times each week. While we frequent your establishment I’m afraid we don’t feel comfortable as patrons in an establishment that will not make good on such an event as we had last time.” You just told some shift manager that he’s about to lose a boat load of money. If he’s not smart enough to resolve this, you really shouldn’t be going to this joint.
6. Finally, act on those promises: You have to do it. If no one tries to make good on your situation, it’s time to bolt. It’s the same reason you don’t stick with an abusive lover or eat hot dogs from the street corner. You just won’t be able to live with the feeling in your gut that says you shouldn’t be here anymore. But then drop a note to the company on occasion letting them know you’ve spent hundreds or thousands of dollars with their competition.
Follow these simple steps and let us know how it goes. If a company reacts well or poorly, we’d love to hear.