Opportunity lost (part 2)

I received the following letter:

"Mr. Richard Morse:

I apologize for your experience here, at the Lincoln XXXXXXXXX location.

I unfortunately, was not supplied with the date and time of your recent visit to our store, nor the description of the associate / manager that you spoke with during your visit, however, I will investigate to determine who was responsible for the poor customer service you experienced. In addition I will be using this episode as a training opportunity for my entire team as to how to handle a simple customer request and as to what the expectations are going forward in order to exceed our customers expectations, every day, every time. It is my hope that you will find it in your good graces to give us another opportunity to serve you.

Once again, I do apologize for your experience. As you stated in your email customers are important, whether in good economic conditions, or bad, we want everyone that walks into our store to feel welcomed and valued.

If you would like to further discuss this incident or any other concerns please feel free to reach out to me.

Sincerely,

XXXXXXXXX"

It's a brush off, no fix letter but polite enough. What would have been better?

This situation is really about the story isn't it. In all the places we visit we are either given a story to tell or the place just becomes forgettable. I have a story about the aforementioned establishment. Though it isn't a very good story and mostly it's laced with negative connotation. A business should leave you with an incredible story to tell. Something uplifting and inspiring to share with your friends. If they do that they have won your business. Whether it be great customer service or a wonderful atmosphere. An incredible demonstration or even just being the most friendly people on Earth. All these stories have something in common. A reason to return.

What story are you giving people to tell?