Amazon wins new friends

It all started when Amazon promised to deliver the new Harry Potter book on the same day that it first appeared in the shops. All people had to do was to pre-order it by a specified date. It was a huge multiple order – over 250,000 copies – and Amazon and its partner, Federal Express, came very near to fulfilling it.

According to news reports, about 3,800 people did not get their books on time because of a problem with computer software, which misread mailing addresses on some orders. Amazon said that 1.5 per cent of the books did not get to Potter’s fans on the big day. In other words, the company scored 98.5 per cent on keeping its promise.

That’s not bad, but something even better happened next. Amazon admitted its mistake and apologized – first to its customers and then to reporters who wanted to know how the much-publicized delivery went. Then the company offered to compensate the customers who received late shipment by giving them full refunds of the purchase price – plus shipping and handling – and they could keep their books!

The total cost for Amazon’s apology could reach as much as $75,000, but it is a nice gesture, and moreover, it’s the key to good customer service. It is about doing the obviously right thing at the right time, without hesitation, and without thinking about short-term costs.

<== попередня сторінка	\|	наступна сторінка ==>
Trusting the customer	\|	The wealth of nations

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