Communication

by Phyllis Childs

I've sent a number of consumer letters in my day, and the response I've received has been overwhelmingly positive and beneficial. I've written to an auto mechanic, a hotel, a florist, a grocery store and a candy company, among others, and each time I received either a full reimbursement or replacement of the defective product. If my complaint was about something intangible (like substandard service), I've gotten letters of apology with coupons or complimentary tickets.

There's definitely an art to writing an effective consumer letter, but I believe most of us are up to the challenge. If not, there are people who do this for a living, myself included.

It's always good practice to address individuals on paper with the same courtesy and respect as we would if speaking to them face-to-face. Insults and threats are not only offensive but can be counterproductive to our desired outcome. It has been my experience that you really do catch more flies with honey than with vinegar.

Three-to-five paragraphs should be sufficient. Anything much longer and you risk losing your impact.

In your opening paragraph say something positive about the product, manufacturer or store, such as:

• Cheerios has always been my favorite cereal…

• I've worn Keds almost exclusively since I was five years old…

• I always shop at Best Buy first because…

This approach 1) establishes a positive relationship and 2) supports the fact that you are a loyal customer, one they want to keep satisfied.

In the second paragraph state your grievance. If it's a long story, several paragraphs may be necessary.

• I recently purchased a box that was stale…

• The sole came off my shoe…

• The stereo I purchased has poor audio quality…

In the closing paragraph you can go one of two ways—either request what you want (reimbursement, replacement) or leave it open for them to offer compensation. For example:

About 25 years ago, a friend and I took a road trip through the Texas hill country. We stopped for the night at a famous historic hotel but were not told that it was being renovated. The only working elevator was the freight elevator, my friend was allergic to the dust in the air, and the next morning the water was cut off and we had to use the restrooms in a hotel across the street! When I got home, I wrote a letter to the hotel—first praising it for its long history and fine reputation, then recalling our grim experience—but I didn't ask for anything. The hotel wrote me a very nice letter of apology and reimbursed all of my costs except parking (they leased the garage from a private company) and one long-distance phone call.

I'm usually successful with one letter, but not always. However, if the stakes are high or the principle important, I persist and eventually win.

It's wise to save your receipts for at least six months. Keep records of names, dates, prior correspondence with sales people, managers, company representatives—anything that will support your experience.

Something helpful to remember is that most companies actually welcome feedback—good and bad. They want a healthy business; it helps them to know what works and what doesn't.

Phyllis Childs, Houston, 2008