I’m not sure I agree with the approach he’s taken but WTF has a point.
He ordered somethign and it wasn’t delivered.
He chased the order and was assured it would be delivered. Twice.
Now, in my book, that’s bad service. He may be the only person, ever, to have had a problem with 18Bikes but it doesn’t change the fact he has had a problem and they’ve failed to sort it out. Everyone elses positive experiences and the warm glow it’s left them with with won’t change that.
And as for email vs phone. I find it a lot easier to email people than phone them if I want to complain/chase soemthing, it avoids confrontation and allows you to express what you want top say in a considered way. I agree phoning is oftenbetter and gets better results but if the shop offers email as a means of contacting them he’s not wrong to use it.