Mary Schmidt Marketing Troubleshooter

I just got one of those emails that make me feel so warm and loved - and happy I gave a company money.

“if you are receiving this via email, this is an automated service and is not monitored for replies.”

This when they’re telling me “So sorry, we can’t give you the rebate because your forms weren’t postmarked within 60 days.” It gets even better - they did approve one part of the offer (all required forms were mailed on the same day) and my check will be on its way within 12 weeks (whooo-hooo!) This all from an on-line order with automated credit card processing and UPS tracking. But wait that’s not all - the web site has absolutely no contact information in case anybody wants to do anything but give them an order (and money, natch) on-line.

I’m sending letters to various CEOs (there are four firms involved - outsourcing at its - ahem - finest), so stay tuned! I’m not naming names right now - to give them a chance to make it right.

Automated email can be a good idea but it’s also critical to always enable two-way communications with your customers. A complaint can almost always be turned into an opportunity.