The respondent was Tige Young, CEO and owner of the Tui Tai Expeditions, cited by National Geographic as "one of the best adventure travel companies on earth."
With an excellent online reputation, it would be understandable if Tige
chose to disregard the occasional negative review.
However, rather than ignore discontented customers, Tige
does a masterful job of crafting rebuttals that are informative, appropriately deferential and amusing.
politely addresses the customer's concerns, while firmly supporting the veracity of his
company's value proposition.
addresses each aspect of the customer's complaint in a compartmentalized manner, just as a skilled lawyer refutes a hostile witness' adverse testimony.
Rather than force the reader to dig through a dense rebuttal, he
clearly outlines his
counterarguments by using headings to denote his
response to each topic raised by the dissatisfied customers.
Tip #6: Humorous, not humoring
Realizing that his
primary audience is his
future customers, Tige
uses humor to undercut some of the more ludicrous aspects of the reviewer's diatribe.
For instance, when responding to a complaint about the weather, Tige notes, "That trip was indeed affected by heavy rain.
Still, passengers were able to complete nearly every activity scheduled.
Better weather certainly makes it a better experience, and try though we may, we haven't found a way to control the weather : )." Yes, Tige
included a smiley face in his
Tip #7: Take ownership, not umbrage
cannot control the weather, he
willingly claims ownership of the aspects of the honeymooners' trip that he
could influence, writing, "As an owner, Service is one of those areas we can control (unlike the weather), and it's the area I care about most.
If you then pretend you are sitting on the Tui Tai
, calmly chatting with the disappointed customer, while surrounded by a multitude of your future customers, you will no doubt craft responses that are as effective and engaging as Mr. Tige Young's