Justin, I strongly suggest you buy this book for yourself and staff. "The Nordstrom Way to Customer Service Excellence: A Handbook For Implementing Great Service in Your Organization". http://www.amazon.com/Nordstrom-Way-Customer-Service-Excellence/dp/0471702862/ref=sr_1_2?ie=UTF8&qid=1329543775&sr=8-2 In your reply you call the customer's right to have an opinion into question by saying he's biased. Then you essentially admit to putting out a poor quality product. (After this I can imagine why Jesse has some heartburn.) Then you further admit your staff dropped the ball on sending the replacement reel. Smart businessmen don't blame the customer for their failings.