The Art of Being Clueless

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I hate to sound like I'm trying to beat a "dead horse", but yesterday I got an email response from USAirways.

"Thank you for contacting us. I've received your most recent correspondence and am disappointed to learn that you are still upset with us.

I have thoroughly reviewed your case. Please be assured, all your concerns about this situation have been taken very seriously. I'm sorry if we initially left you with the impression that they weren't. The details you have provided regarding our service have helped us to identify areas where we need improvement. We certainly hope you will allow us a future opportunity to win back your confidence.

Again, we apologize for the difficulties you encountered. We value your business and are working hard to earn your continued patronage. We hope you will give us the opportunity to do so."

Here's the Customer Service lesson in all of this.

First, the only way I can communicate with "Rebekah", author of the response, is if I want to respond via another round of email and I have to go to through their website. There is no phone contact and if I respond to the email with "reply" it goes to an un-monitored email address. Second, while I appreciate her apology, why can't somebody just address and solve my complaint? Of course I'm disappointed - they haven't done very much. Third, why tell me how much you value my business, when you can't figure out a way to even issue the credit on the upgraded seats we paid for on a flight you forced us to not take?

So, I promise, this my last post about USAirways, at least with this issue. But, here's the lesson as you build a reputation for your own level of Customer Service.

• Answer complaints promptly. Don't let upset customers stew over issues they might have.

• Be accessible. Let them talk to you and listen to their complaint.

• Look for solutions...even a compromise still shows your ability to empathize.

Every company has problems, but as a number of consumer advocates have written about over the years, an upset customer is an opportunity for you to show how good you really are.

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Spend a lot of time talking to customers face to face.
You’d be amazed how many companies don’t listen to their customers.
Ross Perot