To set the background to this article, I recently posted on the email received from Amazon’s CEO Brian McBride, where he could not muster an apology for the epic failure of the delivery part of Amazon during the two-or-so weeks of snow before Christmas.
It particularly annoyed me, as you (or I, specifically) would have expected the gent to realise that when you buy an item on-line, that the delivery of the order is also a key part of the order experience and if its going to let you down, then to communicate this and apologise up front.
But normal customers really don’t give a dam and want their items NOW.
Where as Skype’s new CEO, Tony Bates, in a similar service delivery issue, where Skype got knocked out for a day or so, super-nodes software versions apparently, was right-upfront with a YouTube video, completely with a ‘hoody’ and apologised:
When you compare the email that Brian McBride sent to the video above, you know which one gets my vote.
Turning a Negative into a Positive
Now, here’s the spin. Amazon’s Brian McBride sent an email, which was pretty much pointless, where as Skype’s Tony Bates turned the service failure into a positive.
What do I mean by this? Simple, in the previous article I concluded this:
The inclusion of a say a £1.00 voucher would have been nice, free expedited shipping for non Amazon prime customers on an order to use in the new year would have been (here comes that bloody awful set of words) win-win for customer and company, by getting the customer to return to the site, to undo the previous possibly poor experience and get a bonus sale at the same time.
Now that is exactly what I just received from Skype!
- Admitted fault and dealt with it, publicly.
- Bribed the consumers, with a service they can easily offset
- Sneaked in two coup’s, these are
- Buy giving a paid-for service offering away for free, this should add inventive to carry on using the paid for service
- As Skype made it a sign in option, then I am suspecting that there is going to be a decent percentage that will not reclaim it
Why is this there a secondary coup?
Now I’m not going to explore point A as ‘free’-as-a-service-or-product-starting-option here, essentially ‘it works’ for most, where as point B is worth exploring quickly, as Skype has leveraged the ‘offering the reward’, but made it a step the customer needs to make.
The secondary coup, is simple, it relies on the customer, I’m pretty sure there customers who not even be bothered to redeem it, but just by the emails deployment will be a win for Skype either way. Unlike Amazon with a useless email, gained nothing other than keeping the board happy.
Below is the email received, if you have not received a copy, noting I have removed the voucher code: