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I recently bought something online (no not Viagra!) and with the product came a simple thank you note.
"Thank you for your order and we really hope it lives up to your expectations. We only want customers who are 100% happy with their purchases, so please feel free to call our freephone number if you are not absolutely delighted. If you are happy, I would be grateful if you could go online and give us 5 stars. If you do you'll go into our free monthly draw to win a free ..."
With negative posts hurting so many companies this company has taken the opportunity to nip any problem in the bud and encourage extra 5 star reviews.
I took the opportunity to call the company with a small complaint. They not only offered an immediate full refund but when I said I didn't want to go that far I was offered a 50% discount on a complimentary product they sold as a goodwill gesture.
Had I really been unhappy I'm sure I would not have felt the need to go online to slag them off and may even have praised them.
Many companies see refunds as a major cost to be reduced at all costs by arguing it out with their unhappy customers. However, savvy marketers see a complaint as an opportunity to build a strong relationship for future sales.