Mistake # 71: Give customers a reason to complain

There’s always one in the crowd. Some people will complain just to complain. Some customers whine and will not let up until you cry uncle. Others will wallow quietly in their misery on something your company did, how your products failed, or how their expectations weren’t met.

For example, in a customer complaint letter to a company that produces feminine products, she was horrified when she say on her maxi-pad was printed on the adhesive backing: “Have a Happy Period.”

She ends her letter with:

Sir, please inform your Accounting Department that, effective immediately, there will be an $8 drop in monthly profits, for I have chosen to take my maxi-pad business elsewhere. And though I will certainly miss your Flex-Wings, I will not for one minute miss your brand of condescending bull ****. And that’s a promise I will keep. Always.

I applaud her for her charm, her wit, and her journalism. I wonder what the company did in reaction to this, particularly since it was PC Magazine’s 2007 editors’ choice for best web mail-award-winning letter.

 I think I have dealt with customers that continually strive for that award…


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