When my three-year-old is on the playground and unintentionally pushes another kid, at least she has the manners to apologize.
I wish I could say the same about some companies. They poke their most loyal customers in the eye - and don't even acknowledge the poke. Here's what I'm talking about.
A friend of mine just wanted to update his e-mail address at a company he has done business with for more than 10 years. Instead of having a system in place where he could easily make the fix, he received the following e-mail:
"Thank you for your request. In order to change the email address listed on your account, I need your first/last name, date of birth, and address to locate the account. Please advise. Thank you for choosing "X company" and have a great day!
I'm still dumbfounded.
It seems inconceivable to me that in today's business climate, a company doesn't have the basic systems in place to make e-mail address changes easily.
But it's even more unbelievable that this company doesn't have the wherewithal to acknowledge that it's lack of systems/process has inconvenienced customers.
Instead of saying, "Have a nice day," something along the lines of, "We regret the inconvenience," would have been far more appropriate.
My recommendation: If you can't fix the problem, at least acknowledge the poke.
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