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The Importance of Making Sure Customer Complaints Don't Fall on Deaf Ears

Friday, March 25, 2011

These letters struck a chord with John, and he knew he had left the wrong impression. He shared them with me, and after reading each one several times, I didn't know what to think. Part of me was angry -- clearly, I thought, they don't know we've been recognized by organizations such as Rainforest Alliance as an industry leader in pushing for Forest Stewardship Council (FSC) certification to ensure paper products come from forests that are well managed and renewable. And for months, we've been working with Green My Parents, a nationwide program to help young people teach their peers and parents save the planet through simple, everyday actions.

Part of me was also befuddled. If they have such a problem with paper, why print and mail hard copies of the letters?

I wanted to hear directly from the kids and show them the truth. I wanted to show them we're responsive, that we have a history of sustainability, longstanding ENGO partnerships, that our campaign, "PAPER because," is really about promoting the responsible use of paper and showcasing how it is an effective means of communication. And I wanted them to understand more about what can be done to help save money and the planet. 

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