One thing never ceases to amaze me: big
companies whose responses to customers sound like they were written by robots.
Here is a recent example. At the risk of TMI, I recently
wrote to one of my favorite big-box department stores about their men's
underwear - or lack thereof. Here is what I wrote:
"I'll be brief - no pun intended.
Check out the men's
underwear department at (my local store) sometime. You will find rows and rows
and rows and rows of boxer briefs. And maybe two forlorn packages of briefs, of
any brand - none in my size and colors, of course.
According to
AskMen.com, 57% of men wear briefs, and 18% wear boxer briefs. Someone oughta
clue in your underwear buyer. Thanks!
Best, Rich"
My note was short, to the point, well researched, and even a
little humorous. It was not the least bit impolite. I even avoided the
technically accurate groaner of signing off with my work address of Brief
Therapy Associates (where I do actually practice as a therapist).
So here is the gist of their response -- with my thoughts in bold:
"Dear Richard,
Thank you for your comments regarding the current selection
at your local store. At (insert name of big box store), our goal is to offer
our customers a wide assortment of merchandise. In most cases, we offer a broad
selection in our merchandise.
(Why, oh why, do most
of these letters start by saying "Our goal is to do exactly the opposite
of what we actually do"?)
We are continually looking for ways to best meet the needs
of all customers and in turn, improve customer convenience.
(I am writing about
something you do poorly -- and often -- and you respond by telling me
how you are always busy improving? Methinks you've been looking under the wrong
rock.)
Therefore, your feedback is very important and will be taken
under consideration for any of our future buying decisions. We apologize for
any inconvenience our current selection may have caused. We appreciate the time
you took to contact us and look forward to serving you again at (insert name of
big box store again).
(So my request has
been put on the suggestion pile. Whoop-de-doo. I am thrilled, I tell you,
thrilled.)
Sincerely, (whomever)"
So how should people react to this? Well, picture this. A
mother catches her son with his hand in the cookie jar. He responds, "My
goal is to only eat cookies at the appropriate times. I am always looking for
ways to improve our supply of cookies as well as my dental health. Therefore
your feedback is very important, and I will take it under consideration."
Think this would work?
This is why the average six year old is smarter -- in fact,
much smarter -- than the average big-box retailer. Meanwhile some corporate
weenie is actually drawing a paycheck for penning words like these, for
their customer service departments to cut-and-paste, thinking they will
actually help.
Here is the response I was really thinking about: "Hey
Rich. Sorry about that. We really should do a better job of stocking men's
underwear. It's a hassle going all the way to a store and not finding something
that basic in stock. We'll let you know when we fix this. Meanwhile, here's a
five buck discount for your trouble. Thanks!" Now, would that be so hard?
Posts
