Direct Mail Strategy: The Wonders of White Mail
• Don’t bury complaints. Research their validity, then share them with the appropriate people who can work to correct the problem and implement necessarily measures to prevent it from reoccurring.
• Welcome customer suggestions and share them with your new product development team. Both customer complaints and suggestions can be good sources of new product breakthroughs.
• Never ignore your white mail! It truly is solid gold input from someone with a strong, vested interest in your future: your customer.