• Report: #1035765

Complaint Review: Family Roots – Military Achievements | Ripoff Report Verified™ …businesses you can trust. Family Roots works with U.S. military personnel & families for over 20 years in Germany, Italy, Bosnia, Kosova, Kuwait, Japan, Korea, Hawaii, Iraq, Afghanistan, featuring U.S. Family Roots founded in 1990, … "family" of over 40 staff across headquarters in Kentucky, Dublin Ireland.

  • Submitted: Mon, March 18, 2013
  • Updated: Mon, October 06, 2014

  • Reported By: Carrie — Dallas Texas
PO Box 35307 Louisville, Kentucky United States of America

Family Roots REVIEW: Family Roots' clients, feel safe, confident, & secure when doing business with Family Root’s. Family Roots dedicated to client satisfaction, exceptional client experiences, & success. Commitment to Ripoff Report Corporate Advocacy Business Remediation & Customer Satisfaction Program, a program that benefits the consumer, assures them of complete satisfaction & confidence when doing business.
*UPDATE: Family Roots/Military Achievements recognized by Ripoff Report Verified™ as a safe business service.

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Ripoff Report Verified™ REVIEW:

EDitor’s UPDATE: Positive rating and recognition has been given to Family Roots for its commitment to being the number one company in the market, as it continues to go beyond customer expectations with superior products and service.

Ripoff Report’s discussions with Family Roots has uncovered an ongoing commitment by the company to total client satisfaction. This means that clients can expect that the company will work towards finding a mutually satisfactory resolution to any complaints or concerns. Family Roots listens carefully to client concerns and sees them as an opportunity to learn from past mistakes and become more efficient as a company in the services offered and the support for those services.

Family Root’s Owner, has informed us that his personal philosophy is that his customers are a precious resource. [continued below]....
..... Family Roots management team understand that to be successful it is essential to listen to what the customers are saying and then translate this information, not only into a product but also a philosophy of how to provide a service.

Another top executive of the company, told us that they have introduced the new ethos that affirms, “the customer comes first, last, and always”. This business philosophy shows a complete understanding that in their unique market if they put the customer first, the company will continue to succeed and grow. Family Roots are true believers that each happy customer will tell many of the service they received and this will in turn bring about more business and growth. Family Root's mission statement says it all: "100% Satisfaction Guaranteed ” One of the other things Ripoff Report learned in the course of its investigation is that typical customer feedback reads: “Family Roots care about more than the sale, they want to keep the customer happy long after they receive their products." "We are very pleased with the responsiveness that he and his employees show us. They are serious about meeting commitments, and deliver on all their promises.”

The information provided in this report below is based on comments made by Willa during an on-site inspection held by a third party verification company with no biases toward Family Roots/Military Achievements.
Family Roots is Ripoff Report Verified
Ripoff Report Verified™ .. part of Ripoff Report Corporate Advocacy Business Remediation & Customer Satisfaction Program.A program that benefits the consumer, assures them of complete satisfaction and confidence when doing business with a member business..

Family Roots/Military Achievements is a company specializing in providing bespoke coats of arms and family crest products, including swords, shield and family embroidered patches for families and soldiers. “We display the family coat of arms and our goal is to have all customers display their family heritage proudly,” explains Willa, a representative of the company. To acquire leads, Willa explains that the company has contacts all over the world, including displays showing what services and products they offer on military bases. “We have a contract with that business. We set up kiosks so the customer orders from that location,” she explains. The sales/service process begins with the team at Family Roots showing the customer several different items that are available to purchase, and Family Roots can customize their products to cater to everyone’s individual needs or wants.


Family Roots Inc. Customer Care & Complaint Resolution

At times, a customer may not feel satisfied with the product or services they received. Willa explains that one particular instance she can recall is that when they have to ship to an APO or FPO address, which is overseas, they cannot track the package and the packages take longer to be delivered. They give their customers a time frame estimate of 6-8 weeks, but for APO and FPO addresses, they cannot guarantee when the package will be delivered. To resolve the issues, Willa states, “I always try and make the customer happy and we do have contracts that we have to abide by. In cases where we have complaints, I will personally get involved to make sure the customer is happy. I will try and satisfy them and give them the best customer service possible.” In this particular instance, Willa states that she contacted the unhappy customer and explained what happened, in addition to sending some extra products to them. “The customer said they understood and was happy and I did not even have to give them a refund,” she states. Once an issue is resolved, Willa and her team follow up with an e-mail to the customer to let them know that if they need anything else, they just need to contact Family Roots and it will be taken care of.

To ensure they can resolve any issues that arise, Willa states “Anytime a customer has a complaint, the first thing we do is to go to our web site and see what has been ordered to make sure we gave them the correct order. We even ask for a picture of the item so we can compare it. If there is an error, then we would send them a pre-paid shipping label so that the customer can return the item so we can fix it or if they are not happy, we would just refund their money.” Family Roots/Military Achievements also has quality control steps in place to ensure that the product is made correctly the first time, such as confirming the spelling of a name, correct dates or ages. Since receiving complaints on Ripoff Report, the team at Family Roots has taken extra steps to make sure they respond to any customer service e-mails quickly. They have also changed the Quality Control department, so they are double checking any quality issues that may arise.

In response complaints or claims made against the company on Ripoff Report, Willa states, “Our main focus we are trying to achieve is that the customer is satisfied and happy and to have pride with their family heritage. We want to send them something they would proudly display at their family reunions and private events.” Willa and her team also recognize the value of working with Ripoff Report and the Corporate Advocacy Business Remediation and Customer Satisfaction Program, and the platform it provides for businesses and clients to interact and resolve issues. “It is very important that we are not getting bad reviews and have a company in place to get the truth out because we do not want any bad reviews or bad word of mouth to hurt the business,” explains Willa.

Family Roots Inc. / Statements from the owner

"Family Root’s is truly a family in every sense, we are committed to our employees as much as we are committed to our customers. We strive to connect with our customers and meet all their expectations. In this challenge, I look to succeed in not only reaching my customers expectations but exceeding them. I feel this is what customers truly remember.

Family Roots, Inc. are committed to providing customers with excellent products and unmatched customer service. We have dedicated Customer Service Personnel, who have a world of experience in dealing with customer situations. My Customer Service Team, see each day as a new challenge and in this business every day brings something new. I am proud to see the lengths the team go to, to make things right so that a customer goes away satisfied that the company he is dealing with cares about his situation.

Family Roots, Inc. is committed to providing its customers with the best products available:

Our Quality European Style Swords can be custom engraved free for customers to bring added value and enhance a customer’s personal taste.

Our Shields are customised in our own plant in Kentucky, with a range of designs for country of origin, country flags, coats of arms, military achievement logos.

Our embroideries and banners are all hand crafted, to the highest quality.

Our custom made heraldic and military rings are custom made in the USA and Europe.

Family Roots also takes feedback from its employees as well. “Our employees are the reason we have been successful and have had the longevity of 30 years in the business” Employee feedback and surveys reveal comments such as this: "Family Roots is a fun place to work, where there is always opportunity and diversity. If your want to move up in the company, you just have to work hard”” “Every day at Family Roots brings something new and at the end of the day there is always a sense of satisfaction in a job well done.”


John has worked for Family Roots for 8 years and states, “The best thing about Family Roots in the comradeship that exists, every day is fun. The whole sales team like to work hard, and play hard” If you show that you care, you have the opportunity to move up. I hope to be here for many more years.”

David has been with the company 4 years, “I can’t believe how much I’ve learned working with the company. So many different personalities, all with different strengths but everyone with the same objective and that’s our customers, they are first, last and always.”



Family Roots, Inc. understands complaints posted on Ripoff Report (whether true or not) are issues that need to be given attention and not ignored. True complaints are a great way for the company to learn how to improve and take corrective actions so there is no repeat of the issue. Once an issue is taken care of correctly, it’s the customers who will tell the story. A story of how the company put its hands up and made every effort to make things right. If handled correctly, complaints can be valuable learning opportunities. With the feedback generated by Ripoff Report’s review Family Roots has made organizational changes, by employing additional customer service staff. This allows a more comprehensive approach to problem resolution and a commitment to a great customer experience. We are always looking to improve and if we’re not improving we’re not doing the job right.

In summary, after our review, Ripoff Report is convinced that Family Roots is committed to quality delivery of services resulting in total client satisfaction.

Read more about why consumers should feel confident when doing business with a member of Ripoff Report's Corporate Advocacy Business Remediation & Customer Satisfaction Program. Yes, it’s a long name for a program that does a lot for both consumers and businesses alike.

Read about Ripoff Report Corporate Advocacy Business Remediation & Customer Satisfaction Program, a program that benefits the consumer, assures them of complete satisfaction and confidence when doing business with a member business. this program works.

As a matter of policy, when a business becomes a member of the Corporate Advocacy Program they agree to allow Ripoff Report to contact every client who filed a complaint so they can make things right with them. In order to confirm that the complaints were resolved, Ripoff Report is copied on all responses so we can insure that the member business did right by their customer.



FamilyRoots.com Military Achievements, Family Roots PREYS ON NEW GRADUATES Louisville, Kentucky

Please spread the word about this company. They sell ancestry coats of arms, swords, shields, heraldry items, and family history write ups. 

They set up their booth/kiosks on military bases and PREY upon the newly graduated soldiers. First time away from home, first real STEADY paycheck and full of overwhelming PRIDE for their country and their family name. 

They "WOW" these young folks with shiny swords and shields and convince them they "NEED" these items to carry on their family crest and they must be proudly displayed. 

The reality of it all is - these items cost HUNDREDS of dollars. My son's order was almost $1,000.00. He regretted it as soon as he got to his first duty station. He knows he has no where to display these items. What was he thinking? He has no idea. He is ashamed of himself, and wishes he never did it.

Their paperwork states they cannot refund my son because the paperwork claims they only have 14 days to cancel once the contract has been signed. (even though he is not done paying off the items, and they haven't even BEGUN to make the items yet) - they still say NO REFUND. We called, but they don't care. They will not give my son his money back.

They fail to recognize that most new soldiers go straight to tech school or other specialized training right after Basic Training. The LAST thing they are thinking of is that contract they signed a couple weeks ago. It caught up with my son once he got to his first duty station. $100 a paycheck was getting taken out, and it was adding up. 

I truly believe this deceptive practice is done on purpose. Naive teenagers who have no worldly experience, no finance experience, no credit history - are the perfect prey for this company to set up AUTOMATIC DRAFTS out of their bank account because they KNOW these kids are getting a steady paycheck guaranteed for at least the next 4 years. Shame, shame, shame on them. 

I truly believe these types of businesses should be banned from our military bases. I plan on taking this issue to the Department of Defense, The Texas Attorney General and anyone else who will listen! I do not think it is fair to approach our nation's newest soldiers and have them commit to such a debt straight out of boot camp. This practice is very deceptive and again - shame on them. Take this service to the mall, or keep it online. Our new graduates have enough to worry about.

PLEASE pass the word. Please tell your new recruits to not sign up for ANYTHING that involves their bank account. I still cannot believe someone could do this to our military. SHAME!

This report was posted on Ripoff Report on 03/18/2013 12:45 PM and is a permanent record located here: http://www.ripoffreport.com/r/FamilyRootscom/Louisville-Kentucky-40232/FamilyRootscom-Military-Achievements-Family-Roots-PREYS-ON-NEW-GRADUATES-Louisville-Ken-1035765. The posting time indicated is Arizona local time. Arizona does not observe daylight savings so the post time may be Mountain or Pacific depending on the time of year.

Ripoff Report has an exclusive license to this report. It may not be copied without the written permission of Ripoff Report.

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Updates & Rebuttals

#1 Consumer Comment

Selling to the US Military

AUTHOR: expo1 - ()

It is, I believe, common kowledge that it is fairly simple to talk young people, just having finished their basic training, into buying some "flashy stuff" because it is "so easy" making low payments for something sold and presented as being "worth"  $ 200, 300 or more.  After a 15 week bunkbed experience, anything sounds good to these young people and they are all to eager buy something for their hard earned money.  Sad thing is, that they will not see what they have bought for many months, or until the purchase has been paid for in full.

Well, one must agree that, what is being done is legal but I have to question ethics. This especially after hearing from some young soldiers , how the merchandise is being sold. Soft personal and visual psychological pressure.  Then I must question the value of the merchandise that is being prepaid and if it indeed reflects true value for our soldiers. Considering the amount of money being spent to promote the product , I can't help but thinking that soldiers pay dearly for the cost of selling. This especially when company employees engage in foreign travel. Sending sales people and merchandise to bases at home and overseas is indeed very expensive. Surely, that would not be done if it would not pay off royally.

Lastly, the mentioned "support" of the military sounds indeed very nice and patriotic, but I see it as a form of lobbying. Taking from Soldiers and returning some of the funds to a noteworthy cause.

In closing let me say, that the sale of any merchandise on US military bases by outsiders should be prohibited because most of these sales are based on emotions and not on making an educated and intelligent decision.

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#2 Consumer Comment

I agree with original poster

AUTHOR: Magnicious - ()

They should be banned from military bases. It is absolutely ridiculous that they don't even BEGIN to create the product until AFTER you finish paying for it via a payment plan. Just absolutely crazy. 6 to 8 weeks AFTER you've paid for the product over the course of these several months!? Are they out of their mind? And 14 days to cancel as if they have given you a product? I fail to understand how I can go into Aaron's and get a TV and pay on it and have the product. There's no proof what so ever at what they've done at all. That's just ridiculous.

I am willing to bet they don't begin the "research" of your family roots last night until AFTER you're payment is made. They're not transparent at all. If they were they would reveal to you what they have found about your family history as it happens. It appears you get NO product at all until you finish payment. No product what so ever and that is absolutely absurd. How does someone pay on something for an entire year and have nothing to show for it until six to eight weeks AFTER? Your son and myself both go had but luckily we can continue making reports like this to steer others away from this bogus service/product.
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#3 UPDATE Employee

100% satisfaction guarantee

AUTHOR: Military Achievements - ()

Dear Valued Customer,
 We deeply regret that you have been given this impression of our company.  Family Roots, with Military Achievements, has been serving all branches of the military for over 20 years. We pride ourselves on providing the best quality product and customer service possible. 

 Family Roots donates to many military organizations and sponsors multiple events and competitions for the  American service members.  I assure you we have no intention nor have we ever intended to "prey' on valuable service members.  It has always been our intention to provide great service and support to the American Military. 

The products we offer to newly graduated soldiers are lower in price than any of our products. We do not offer our more expensive products to these soldiers for the reasons you have descried.  We take great care to discourage these young soldiers from making such large purchases so as not to take advantage of them. 

If your son spent $1000.00, which I do not believe he did, then he must have purchased every product we offer to basic trainees and would have been discouraged from doing so. We often find that young service members that try to purchase $1000.00 of  product do not complete their orders and leave us with product that has not been paid.

 Encouraging solders to shop within their budgets is in our best interest as well as the soldiers.  That being said, these are grown adults that make their own decisions. Though we discourage such large orders we will not prohibit it. 

Furthermore, based on the information you have given I believe I am familiar with your son's account. We did in fact  reach a resolution that was satisfactory to both parties. If that is not the case I encourage you to contact me so that we might resolve the issue.  Please call our customer service line , ask for the manager and mention this post and I will be happy to help you. 

We at Family Roots stand behind our products, our service and our many contributions to the American Military. We offer a 100% satisfaction guarantee.  We would love the opportunity to change your mind. 

Kind Regards,
Family Roots, Customer Care 
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