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this week's Marketing
Customer Complaint Stories
It happens more and more these days: A customer demands
her money back. You respond in accordance with your
policies. She then takes her grievance to the public, on
Facebook, a blog or a review site. Now what?
Never respond in haste or in heat. Your reply requires
delicate strategy and finesse.
Since you already resolved the case whatever way you felt
was right, your primary audience in a reply is not the
complainer but potential customers who see the story and
feel swayed by it.
Thinking of those prospects, ask yourself: What do I most
want them to understand here?
Instead of answering a long story with a long narrative of
your own, start with a positive statement or expression of
concern. Then state your two or three most important
points. You need not rebut every argument or correct every
factual error. Keep it short, and end with the idea or
feeling you most want the reader to remember.
Let your draft sit at least overnight and then assess your
tone. Make sure you don't seem mean, unreasonable, arrogant
or lacking in compassion!
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