Months ago I had a bad experience when I patronized an organization for the first (and definitely last) time. I saw my experience as a risk to the health and safety of future patrons who may encounter the same thing, and decided to speak up. I called the department that handles complaints, which prompted a flurry of form letters.
According to the letters, my complaint has been taken “very seriously,” but if their letter was intended to assuage my fears and concerns, or if it was intended to leave me with a feeling that they really cared or had actually done anything, I have to say that it actually had the complete opposite effect, especially since they actually sent 3 different letters spaced out over the months, from 3 different people, with the same verbiage…and very clearly signed by the same person. Adding insult to injury, the letter from the “Associate Medical Director” that I just received invites me to let him know if I have any further concerns, but, noticeably, there is no mailing address, email, phone #, or other contact information within the content of the letter or on the letterhead it came on. (Really???!!!)
I could go on and on about all the issues I see in their letters, but I think you get the idea – they didn’t listen, they didn’t care, they didn’t do anything other than generate a bunch of meaningless paper that only served to give the mail carrier something to deliver…and incite me further. My response is to go higher up the foodchain, not because I didn’t get the response I wanted, but because I don’t believe I have been heard, and I believe my message is important.
While I completely appreciate the fact that people see form letters as a way to save time, generate good will, protect the organization, and offer a standard, there are very few circumstances where a form letter is appropriate, and many circumstances where form letters stand to do more harm than good. This is particularly true in a situation where someone has complained or commented on substandard service. I can’t tell you how many times I have turned yelling, screaming people into raving fans who generate great referrals, and it isn’t because I send form letters. I listen, I let them know they have been heard, and I give them the respect they deserve.
Think you don’t have time for that? Well… you can take that time with the person who calls, or you can take that time with the people higher up the food chain. Which would you prefer?
P.S. If, after reading this, you still insist on sending form letters, PLEASE have them proofread! This organization didn’t even do that.