Alex decides that would like to change advisor. He realises he does not have the full address of the advisor from Firm B so he emails them asking for this. Mark, the Managing Director, responds. He does not give the address but he states that he is aware that things have been handled badly and explains that the firm normally addresses these issues by taking customers out for a meal to smooth things over and if issues are still not resolved they will take it from there.

Explain to Alex why this response does not reflect the principles of Treating Customers Fairly $($TCF$).($You do not need to cover the Conduct of Business rules that apply to this situation in your response.$)$