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Letters That Dazzle

Guest post by: Roy Osing

Article Overview: Responding to customer compaints can be an unpleasant and task, BUT done the right way can create raving fans forever...

Letters That Dazzle

Most written responses to customer complaints merely quote company policy. They basically say "The reason you are upset with us is you don't understand our policy (and if you did you really wouldn't have gone postal on us!). Of course, all such replies just upset the customer off even more!

When a customer is upset with an organization, they don't want to hear about "Company Policy" since it was the policy that probably created the frenzy in the first place.

Action Plan:

- acknowledge their pain. They need to FEEL that they have been heard.

- apologize for screwing them around.

- state the specific action that will be taken to make things right for them. Something concrete that removes the irritant is expected. Anything short of this will make matters worse. Did I say DON'T QUOTE POLICY?

- do something extra for the customer. Remember, successful Service Recovery demands that you "Fix it and Do the Unexpected"

- speed! Time is of the essence here. You have literally 24 hours to deal with the issue. Any longer will remove any possibility of redeeming yourself.

How about capturing this action plan and create a Letters that Dazzle course for your employees? Train people on the Service Recovery Process and teach them how to reply to a complaint in a way that actually builds loyalty and not destroy it?

It will be well worth the investment. Trust me. I have done it. It works.

Cheers, Roy

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Article Tags: loyalty, raving fans, service recovery
Referred by: http://www.starrbizz.com



Related Forum Posts
Re: How many nationalities are on the forum? - Hi there, It is amazing the languages have come into the posts. Now Jude was asked, how many languages she speaks. Please, come and tell us. I speak English, German and French. German is my mother tongue. Some thirty years ago I spoke fluently French. Now English has taken that place and I can better understand French than speaking it. English is now my daily used language. German in second place. However, I never grasped the German grammar very much. Why? The Swiss German Dialect is nothing to be compared with High German. At that time hardly anybody wrote the Dialect. Today it is the 'in thing' to write the dialect. (Letters, stories etc) But we have to be able to read High German, because every book, newspaper etc is in High German. Finally, I guess there are a few more who can vote for their nationality.
Top 19 Copywriting books - 1. Ogilvy on Advertising. David Ogilvy. Wiley. 2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner. 3. The New Positioning. Jack Trout. McGraw-Hill. 4. Tested Advertising Methods. John Caples. Prentice-Hall. 5. How to Make your Advertising Make Money. John Caples. Prentice-Hall. 6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin. 7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall. 8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books. 9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall. 10. Romancing the Brand. David Martin. American Management Association. 11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books. 12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books. 13. My Life in Advertising. Claude Hopkins. NTC Business Books. 14. Scientific Advertising. Claude Hopkins. NTC Business Books. 15. How to Become an Advertising Man. James Webb Young. NTC Business Books. 16. The Lasker Story as He Told It. NTC Business Books. 17. Advertising Concept and Copy. George Felton. Prentice Hall. 18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop. 19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley. This should keep you busy for at least a year. Enjoy!


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