In recent days I’ve had occasion to help a friend write a letter complaining about the ludicrous state of the British railway system in general and Southern Trains in particular. I was also asked to send a note on behalf of another friend to a pizza company. Both complaints have made me think about how companies deal with customers when things go wrong.
Firezza is a pizza delivery service that I do actually think is far better than its rivals. With branches in Battersea, Wandsworth, Islington & The City, Chiswick, Herne Hill, Notting Hill, Chelsea, Crouch End, Willesden Green and Canary Wharf they’ve pretty much got the whole of Central and West London covered and are a company that supply pizzas that “don’t taste like normal takeaways.”
A mighty gorgonzola, pepperoni, red onion, fresh chilli, tomato and mozarella pizza from Firezza
Offering Neopolitan style pizza made in wood fired ovens, Firezza’s range is certainly not the cheapest with prices ranging from £7.50 for a ¼m margherita up to £13.40 for a 12” five meat pizza but they are made with quality ingredients and are consistently good. What also sets the company apart is that they often have special deals and mostly deliver quickly and without error.
On this basis, when a friend was hungry whilst at my home last Thursday afternoon, I suggested he call Firezza when they opened at 5pm. I found a voucher called the “Firezza Fiver” which offered £5 discount and he placed his order. Instead of getting a discount he ended up paying more than expected.
Naturally this caused annoyance but the fact that the pizza was also cold didn’t help either. We called Firezza and were given an email address to write to which I duly did. In my letter I specifically pointed out the issue of the incorrect pricing and the cold pizza.
Firezza's standard reply
No reply was received to that email but then in my hall yesterday I found an unaddressed envelope containing a standard letter to “Dear Firezza Customer” that stated “because of the high number of orders, we were unable to deliver your order on time.” I can’t imagine any pizza delivery service can have been busy at 5pm and as I hadn’t complained about how long the service took I was rather bemused.
Assuming that this was just their standard response to any complaint, I called and accepted the offer of a free pizza. That they bothered to reply showed the company had taken the complaint seriously but I’d argue that if Firezza want to retain their position as an operation The Sunday Times has commended as “London’s smartest pizza company,” they learn to write to address individual issues on an individual basis rather than use standard letters and unaddressed envelopes.
After all, surely this fine pizza company doesn’t want to end up being put in the same category as Southern Trains for customer relations.
To order from Firezza go to http://www.firezza.com