Customer service. It’s something I’m big on, and I promise this isn’t a mean spirited post, but it is a perfect example of how companies need to choose “the right response” when attending to consumer complaints.
I’ll let a string of emails take you through what happened. The first of which you’ll see below was my response to an invitation from West Elm – the furniture store – to attend an event at one of their stores.
My Email
“I’d love to come, but the last time I visited your Chelsea store my shirt got ripped on a faulty display stand. When I mentioned it to an employee he said, “Yeah, that happened to me yesterday,” and continued walking. Classy. Oh, and I was there looking for a new TV stand. Did I purchase? Nope. I left with my shirt ripped, headed down to SoHo and made a purchase from CB2.”
West Elm Response
“Thank you for contacting west elm.
Please accept our apologies.
As our apology to you and for any inconveniences that you have experienced, I would be more than happy to compensate you with a $10.00 merchandise card.
Please reply to this email with your mailing information , name (first and last), bill/ship to address inclining zip code and contact phone number so an order can be created with your information as the catalog/Internet division are separate entities.
Although I know that my apology will not reverse the disappointment you feel for west elm , my desire is to let you know we are truly sorry for the stress this situation may have caused you.
I would like to extend my apologies for any inconveniences that this may have caused.”
Don’t Insult the Customer
I don’t mean to sound unappreciative, but I was practically shocked that they offered up a $10 gift card; it’s completely absurd given the price point of their merchandise.
No gift card at all would have been completely OK, but instead, to offer something of so little value is just silly.
My shirt definitely cost more than $10. And it would also cost more than $10. (I had to trash it.)
Organizations that are rock stars at addressing customer complaints almost always do two key things:
- Apologize
- State what will be done to address the problem
An apology and letting me know the faulty display was getting fixed would have done the trick, but to offer a $10 gift card… wowza.
When addressing customer complaints make sure you don’t add insult to injury.
Let me spell that last sentence out.
To use the $10 gift card I would inevitably end up spending hundreds of dollars on something + tax + shipping. And I am still out a shirt.
