In late 1985, I wrote to Ben Cohen, president of Ben & Jerry’s, complaining about their Pralines & Cream ice cream. I’d had bad luck with four pints, including one that tasted like soap.
Trying to keep the tone light, I joked that at least I knew their kitchens were clean.
Three weeks later, I received a letter asking if I was cursed and promising they’d clean up their act (no pun intended). The package they sent me included a B&J T-shirt, a refund check for four pints, and a coupon for some free ice cream.
I’m still a loyal Ben & Jerry’s customer!
Meanwhile, last month’s poker game demanded snacks for the guys, so I grabbed a bag of Late July Sea Salt & Lime Organic Tortilla Chips at Costco.
I love that combination of flavors, and though I was unfamiliar with this particular brand, I figured I’d give it a shot, using my friends as guinea pigs.
Alas, the results were disappointing. The chips lacked flavor, as if someone had waved a lime over the bag rather than mixing it in.
History teaches us that most consumers write off bad experiences and never buy an offending product again. However, I chose to complain to Late July Snacks. They responded via email within 48 hours, apologizing profusely and promising they’d do better next time.
Then today’s mail brought another apology and a $6 check to compensate me for any inconvenience.
Here’s the thing: Whatever business you’re in, you’ve probably got customers who are unhappy for one reason or another. Given the overwhelming number of people who will neither complain nor buy from you again, it makes a lot of sense to coddle those who take the time and effort to tell you how you’re screwing up.
After all, the internet has made it infinitely easier to work with your competition, even when they’re thousands of miles away.
So, I’d encourage you to follow the lead of these two businesses and make nice when someone is unhappy. True, it might cost a few dollars in the short run, but in the long run it’ll improve your reputation … and your bottom line.
Now … I wonder if Costco still has any of those chips so I can try again…
With that said, I wish you a week of profitable marketing.
Need free marketing advice? www.askmrmarketing.com.
