Here’s what I’m thinking when I sit down at my computer and send an email to a company I’ve done business with.
I don’t want to talk to you.
I don’t want to make a call.
I just want to tell you my problem/concern/need. I probably want you to email me back, telling me that you have, or that you will, address my issue promptly.
I think that’s what my co-worker Teri wanted when she sent an email to her satellite Internet provider, HughesNet. She wrote because she had recommended the third party who had installed her satellite service to her neighbor. Her neighbor had met her installer when Teri was getting her service set up, and had liked him. When the neighbor, by virtue of this meeting, decided to sign up with HughesNet and specifically requested the same installer that had set up Teri’s service, everyone expected a nice happy result.
Except HughesNet sent somebody else to do the installation.
So Teri wrote a polite email, explaining the situation and spelling out how HughesNet had failed to capitalize on a great opportunity to reward installers who bring in new business. Here is the response she received (which at least came promptly):
Dear Teri,
Thank you for contacting HughesNet Billing Support.
I understand that you are complaining about the requested installer that was provided to your neighbor. I do apologize for any inconvenience this has caused you; however, let me go ahead and provide you all the information you need.Let me inform you that we are not the one providing the schedule or appointment with the installers. Sales department is responsible in setting up the account and provide an installer to a customer. Therefore, if you have concerns with this, you are free to call our sales department at 1-866-774-6580 so they can provide the explanation to this issue.
I hope that the information I have provided you has been helpful. Again, thank you for contacting HughesNet Billing Support.
Have a great day!
Your case ID for this issue is: 17918052.
Kind regards,
Jennifer
HughesNet Billing Support
Now, from where I’m sitting, there are quite a few fails in this email. First, Jennifer says “I understand that you are complaining…” I just don’t like the choice of words here. She’s trying to state that she gets Teri’s concern, but it comes off like she’s saying “yeah, I get you didn’t like something trivial that I don’t care about…” or something. Just doesn’t work for me.
Next, Jennifer says she’s going to give Teri “all the information she needs,” and then proceeds to not really give her even a shred of information. Just a “not my department” brush off and a phone number.
Oh, and to top it off — Jennifer’s email came from a NO-REPLY email address.
Why couldn’t Jennifer get Teri’s email to the right department? Why should Teri have to make a call when her issue is already there, at its destination? It sure sounds like passing the buck in hopes that the complaining customer just goes away.
And the NO-REPLY is a nice touch — a 21st century way of saying “Don’t let the door hit you on the butt on your way out.”
How hard would it have been for Jennifer to get this email to the person in charge within the Sales department? I know how easy it would be at Palo Alto Software.
Maybe we should make a sales call to the folks over at HughesNet.
