Sunday, January 02, 2011

Customer Service is Marketing too

From Drew:

How Disney says "I'm sorry"

Disneysorry_drewmclellanIt's inevitable...we're going to make a mistake or disappoint a customer. And while Love Story might have told us that "love means never having to say you're sorry" I'm pretty sure that if we really want to create a love affair with our customers -- we do on occasion, have to apologize.

The brilliant marketers at Disney know that for many, a trip to one of their resorts is a once in a lifetime event for a family. So if they mess up, they'd better apologize in a big way.

Like most hotels, check in at Disney's Boardwalk is 4 pm. But our room wasn't ready until around 6 pm. Oops.

How did Disney handle their error? First, we got a $200 credit on our room tab. And then, there was a knock at the door and room service presented us with this beautiful (and delicious) 8" white chocolate Mickey and four tuxedo'd chocolate covered strawberries.

Do you suppose that right after we finally checked in, someone scrambled to figure out how to make things right with us? Of course not. Disney had a plan in place and all the cast member had to do was put it into action.

How about you -- what's your white chocolate Mickey? Don't wait until after you've disappointed a customer to figure out how to apologize.

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