Customer Service - Two Hits, One Error
- By Doug Coleman
- Published 02/8/2008
Doug Coleman
I like simplicity. I write about simple things like easy (simple) time management and customer service without slogans, just good sense. I enjoy auto racing, opera, jazz, puppies, and sunsets. There's nothing better than a glass of wine watching a brilliant sunset listening to Oscar Peterson's piano. Life is good.
Yesterday morning, I sent an e-mail to a fortune 500 company with a complaint about a product of theirs I was using. At their website, they provided a form to use that actually worked pretty well. The form requested some personal information like first and last name, mail address, etc. and a place for me to write my message.
Hit #1
When I arrived home, their e-mail response was waiting for me. It appeared to be a standard robotic reply based on key words in my mail to them. The response time was impressive. I gave them good marks.
Hit #2
Their message had a defensive explanation for the probable cause of the issue I related, but then told me that full value coupons had been sent to me by mail. They thanked me for the mail and for my business. More good marks.
Error #1
The moment I opened the mail, I was hit with, "Dear Douglas." This is a common mistake companies make thinking that calling a person by their first name makes them a friend and that they will be more receptive. WRONG!
When I was a child at home, my parents always called me Doug when I was in good favor, but when I was in
trouble, I was called Douglas. Ergo, when I'm addressed by my full name, my instant response is defensive and negative. To me, this is a serious misunderstanding of human social etiquette and a thoughtless risk by companies who encourage the first name approach to their customers. To make matters worse, I believe this letter was generated by a computer and not even by a person. Of course, a person must have written the master text snippets from which this mail was made, but I didn't even deserve the respect of a personal response to a personally originated letter of complaint.
My advice to anyone who address customers by their first name on the first encounter is: DON'T. This shows a serious lack of respect and appreciation. If you address people as Mr. or Ms. Lastname, you can't go wrong. If that person wants to be called by their first name, they will tell you. This way you can't be wrong, but if you thoughtlessly use the first name, you run a real chance of being wrong. Since customers are your most valued asset, why risk a bad first impression?
So, my experience with the quick responding Fortune 500 company ended on a sour note even though they did some things right. One "wrong" can destroy a lot of "rights" and even a customer. Think about it.
Hit #1
When I arrived home, their e-mail response was waiting for me. It appeared to be a standard robotic reply based on key words in my mail to them. The response time was impressive. I gave them good marks.
Hit #2
Their message had a defensive explanation for the probable cause of the issue I related, but then told me that full value coupons had been sent to me by mail. They thanked me for the mail and for my business. More good marks.
Error #1
The moment I opened the mail, I was hit with, "Dear Douglas." This is a common mistake companies make thinking that calling a person by their first name makes them a friend and that they will be more receptive. WRONG!
When I was a child at home, my parents always called me Doug when I was in good favor, but when I was in
My advice to anyone who address customers by their first name on the first encounter is: DON'T. This shows a serious lack of respect and appreciation. If you address people as Mr. or Ms. Lastname, you can't go wrong. If that person wants to be called by their first name, they will tell you. This way you can't be wrong, but if you thoughtlessly use the first name, you run a real chance of being wrong. Since customers are your most valued asset, why risk a bad first impression?
So, my experience with the quick responding Fortune 500 company ended on a sour note even though they did some things right. One "wrong" can destroy a lot of "rights" and even a customer. Think about it.
