Yesterday I responded to a marketing email from an online printing company I regularly use. I had an item in my basket that I hadn’t checked out (because of the added cost of delivery) and so they were ‘helpfully’ reminding me that I still had this item to check out and with the incentive of free delivery.

Now this seemed perfect, the very barrier stopping me from completing my sale had just been removed. Or had it?

When I went online to check out my item I couldn’t see how the free delivery was being applied. Now normally at this point I would just give up and delete the email but I thought ‘No, I am going to get to the bottom of this’.

So I called customer services, only had to wait a couple of minutes, and then spoke to the individual on the other end of the line. When I explained the problem, she responded immediately with ‘I’m very sorry but free delivery only applies to orders over £40’.

Now I’m sorry, but if you are going to send personalised emails about a specific item in your customer’s account then you should be sure that what the email offers, actually applies to the recipient.

I expressed my displeasure at this and at this point, wasn’t expecting anything else, however she responded immediately to say she couldn’t give me free delivery but could give me 50% off the entire order. This worked out as more than the saving of free delivery.

That is why I have called this post ‘redeemed’ – the company made a mistake with their marketing but greatly made up for it with their customer service, and ended up with a happier customer than if I had just got the free delivery in the first place.

So remember, everyone makes mistakes but the key to customer delight is to admit it and make up for it.

I will definitely be continuing to use that company in the future.


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