The 360-Degree Ideation SpaceIn the wake of the recent iPhone 4 issues, the Yahoo!News reports that Apple has scheduled a press conference at its Cupertino California headquarters tomorrow to address the bad press. Not available in Canada yet, the iPhone 4 is reportedly having antenna and reception issues it’s held in a certain way—and that’s after skyrocketing sales (Apple reportedly sold 1.7 million smartphones within the first three days of US sales).
Tests by Consumer Reports revealed that covering the spot with duct tape or a case alleviates the problem. And Apple CEO, Steve Jobs’ was quick to dismiss the issues—saying, “Just avoid holding it in that way” in an email to iPhone owners. But is that explanation good enough? I hardly think so…
As many Mac-heads hope for a fix, I had an experience at lunch that I think Apple (and many businesses big and small) could learn from. In my opinion this is how to apologize to your customers for service problems—and mean it. Here’s what happened:
I dropped into a local deli for a quick take out sandwich, as I usually do when I’m in a rush, only to find out that the store was out of my favorite bread. OK, no big deal. But then as I went to place my order a second time, I was told that they were out of my favorite smoked chicken breast as well. I can let that go as well. However, when I finally placed my order successfully, the sandwich maker disappeared for 10 minutes and I didn’t honestly think she was coming back.
Suddenly the manager appeared with this honest explanation, he said, “I sincerely apologize. I underestimated the number of staff we needed on lunch today and the woman that was just serving you is ill, so I’ve sent her home. I appreciate the time you’ve spent waiting and I’d like to take care of your order today for free and give you another complimentary visit on us.”
As a customer, I can tell you that this manager’s explanation saved me from leaving and ranting to everyone I know about this disappointing experience. Thanks to his honest and simple explanation, he frankly, kept me as a customer and I will be going back to my (still) favorite deli in the near future. It just goes to show how a simple and authentic explanation can help you retain loyal customers.
So what do you think? Should Apple fess up, take responsibility and fix the problem free of charge?
