At some point, you’re going to disappoint a customer. And while you want to give them the best experience every time, mistakes also make for fantastic opportunities to earn great word of mouth.

So when something’s broken, don’t just fix it. Fix it and then do something remarkable.

Recently, one of Mini’s servers went haywire and sent hundreds of emails to some of their customers. That one glitch could have lost them a lot of trust from their fans — trust that a mass apology email could not set back.

Instead they sent their spammed subscribers something worth much more than a polished PR response: They sent them a can of Spam, chocolate roses, and duct tape to fix things up, along with an apology letter that explained the glitch and asked for their fans’ forgiveness.

Spam apology

That says a lot about their quirky personality and even more about how much they value their fans’ trust. An apology with personality starts a lot more buzz than a sterile feedback response.

Tags: , , , , , , ,

Comments are closed.

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More