Handling Feedback and Complaints
A lot of companies and organisations hide any e-mail addresses that can be used to send feedback, in an attempt to stop spam. This is totally wrong as it creates a bad closed image of the company, which says that we don't like complaints or feedback. Other's rely totally on anonymous e-mails and web site forms, which very often are totally ignored.
Is this how you want your company or organisation to be seen?
On the other hand, take Barbara Cassani and Go, the sadly-missed airline, where her e-mail address was widely publicised. She took the feedback seriously and helped her create one of the best airlines I've ever used.
Software now exists, to handle complaint, feedback and other e-mails automatically and professionally. It is also a good deal cheaper than using a conventional response system based on phone and letter.
Complaints, Feedback or Abuse
The trouble with e-mail or web site feedback is that it tends to be the place where the generally disgruntled, who have no complaint at all use it as a means of venting their spleen.
But is this such a bad thing? I'd rather have note of the complaints made against me and my company, rather than have them spread as myth or rumour around the Internet.
Forms, E-Mails, Both or More?
Why not give the user a simple form for feedback and an e-mail address?
And add a series of frequently asked questions or FAQ, so that they may not even need to send you the question?
Remember that all Internet users are different. Some may not have your language as their first one, so they might end up at the feedback form or e-mail through a rather roundabout route.