Never seen so much nonsense here. Yes of course it does make a difference when emailing executives. Even if they forward the issue to their directs it gets more attention.

@diamondkellen: if you are really an executive please quit. if you think customer complaints are below your standard you have completely forgotten who pays your salary. you should be happy that someone goes the extra mile of making you aware of things that go wrong in your organization. this attitude is like cancer.