Mike Techdirt offers some useful commentary on a ZDNet Australia article on how companies respond to complaint emails from customers. Turns out that about 50% of complaints emailed to companies end up in the void, all but virtually ignored.
At Fast Company, that's certainly not the case organization wide. I personally respond to almost every email I receive from readers -- whether positive or negative. And I strive to shepherd people through the company to solve the problems they're having, holding my colleagues accountable to help whenever we're able.
What are other companies doing? Responding to queries and sales calls, it seems. Which makes sense and doesn't make sense all at the same time. As Mike writes:
It's not particularly intelligent. Your customers are the ones who are already paying you, and thus, are much more likely to pay you again (or keep paying you, if it's a service) than any new potential sale - though, not if you don't respond to their complaints. Plus, pissing off an existing customer is almost guaranteed to get negative word of mouth going. While new sales prospects are always important, treating existing customers well should be seen as much more important.
Irate customers who are ignored won't remain customers for long, but they will remain irate. Don't ignore your customers.
Related Stories: | Topics:Management, customer service, Mike Techdirt, Australia, ZDNet.com, Fast Company Magazine |
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Recent Comments | 3 Total
May 6, 2004 at 3:03pm by eric
here's the quick link to the article
http://www.techdirt.com/articles/20040506/0928208_F.shtml
a little easier than making people find the piece...
May 7, 2004 at 1:23am by Michael Harmer
I was once a loyal subscriber of FastCompany magazine. I decided not to renew my subscription due to the inability for international subscriptions to be renewed online and then because of impersonal, inefficient and almost rude service when I tried to find out how I could do it and how much it would cost. The details aren't relevant here.
I assume the magazine's subscriptions are managed by a third party. So, knowing that of all the magazines in the world that FC should do better (and would want to do better) I sent a message to FC via its website letting you know about this service stuff-up. I never received a reply. This was a surprise given the principles regularly espoused by FC.
Anyway this blog entry reminded me of this episode which still leaves a bad taste in my mouth (I went out of my way to alert FC to a problem affecting it and received silence in response).
Hopefully (for FC) I slipped through a very small and now filled crack.
Michael
May 7, 2004 at 11:55am by Heath Row
Thanks for touching base, Michael. I'm sorry you experienced such frustration. Let me double check whether we offer international renewals online -- and share your feedback with our circulation team to make sure that our fulfillment agency isn't being rude and unresponsive to readers.