I’ve said it over and over, CEO’s need to be very careful about what they send out via the Internet. The latest case in point is the conversation between two CEO’s — one a past customer of a janitorial supply company and the other the CEO of Walter E. Nelson, the supply company.
The customer is unhappy with the lack of service he’s getting from a sales rep and complains directly to Walter E. Nelson’s CEO. The response is, shall we say, unsatisfactory, so the customer posts the conversation on LinkedIn for comments.
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The Nelson Company CEO’s response is ridiculously terrible. In so many words, it told the writer they didn’t want his business and to take it elsewhere if he didn’t like it. How he should have responded, should have been more like “We’re very sorry you feel this way, and I’m sure that we can answer your questions in a timely manner. Please forward those to me and I will make sure they are looked at and answered.” Or something like that.
Now for the flip side, because I am that kind of guy, if I were the original complainant, I would hold back on ordering the supplies bought from the Nelson company until I got a really large order, and issue a PO to Nelson’s biggest competitor and copy Nelson’s CEO on it.
Steve,
This reminds me of a conversation I had with you at a trade show a number of years ago. I asked you what you thought of our booth – you asked me what we were trying to accomplish (a terrific question). Asking the question, “What was he trying to accomplish?” points us to whether or not this was mishandled – and I think the conclusions are really obvious.
There is one comment that the CEO made that may not be true today. I’m not sure that “the best way to vote is with your pocketbook.” If I’m a small customer whose business would not be missed in the grand scheme of things, buying elsewhere may not make too much difference. However, if I’m able to let many other people know about something (good or bad), my impact is potentially much larger (good or bad) than the amount of business I might do personally with that company.
Thanks for the post – ALWAYS good work, Steve.
Jim
Certainly better ways to handle a customer’s complaint – regardless of how big the fish is in the sea. Receiving that reply would be a immediate – find a different supplier reaction to me. I think this CEO needs to take some additional training on how to handle customers professionally. Perhaps he confused one email for another?
“Fred,
Thank you very much for your feedback with regard to your recent experience. I regret that you feel as if we let you down. Inasmuch that our customers remain a passionate and adamant focus of ours, I am sure that knowing this does not diminish your frustration and anguish.
I want to personally apologize to you for what transpired. If there is anything such as a silver lining I hope you’ll consider this ordeal to be one that provides a teachable moment for me and our employees.
We are ever-reminded that one simple interaction even absent of malice, carries the potential to negate 25 years of a valued relationship with you. Our business model has evolved over the past several years and along with it, the scope and size of our client base. Accordingly our revenue growth has followed suit. You and our other clients, regardless of their size are the primary reason for this phenomenon for which we are immensely grateful. That we engaged with you in a manner that was not indicative of our gratitude is regrettable.
I hope we’re able to re-earn your trust and good will. I would very much like to make myself available to you and indeed hope that you would be open to a phone call in order to do so.
Fred, thank your candor, in advance for your consideration of connecting with me.”
OMG, Dan! Amazing letter! You should be Walter E. Nelson’s CEO!
Years ago I produced a conference for Office Depot. They were positioning themselves as a friend to women-owned businesses. One of the keynotes was Debbie Fields of Mrs. Fields cookies. She told the story of when she was just getting started and experimenting with different recipes in her home. She needed to try different chocolates, so she called around to several distributors, describing the types she needed. They would ask “How many pounds” and she said “maybe 5-6”. Most would either dismiss her or hang up. One of those salesman listened to her story, then said, “I think I live near your neighborhood. Let me swing by tonight and drop off a few things for you. Don’t worry about the cost”.
Her closing line was something to the effect of, “Last year, I bought 22 million pounds of chocolate from that man.”
Treat every customer with appreciation and respect because it’s the right thing to do…and you just never know when a small customer will turn into a big one.
Great story, Bill! Next time I see you remind me to tell you the story about a phone call with her.