Naked Wines

How brands can say sorry like they mean it

It doesn’t take much to deescalate a situation, just a simple, honest admission of guilt and a heartfelt apology.

There is an art to it though and occasionally it will take more than “I’m sorry” to set something right, but in the recent few weeks I’ve received various communications with companies, many of which unsolicited, that have restored my faith in the world of online customer service.

Let’s take a look at a few examples and discuss how these emails and tweets have mastered the art of apologising.

50+ key takeaways and soundbites from the Festival of Marketing

Last week, thousands of marketers attended our Festival of Marketing at the Tobacco Dock in London.

It was a two-day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Marks and Spencer, Coca-Cola, Buzzfeed, KLM and many more industry experts sparking discussions in a unique mix of Q&As, debates, case studies and workshops.

Although it would be impossible to condense one session into a single quote, or even cover every single session in each strand (there were 10 stages featuring approximately 120 sessions plus five keynote speeches), here’s a quick round-up some of the key takeaways from our event. 

Six different approaches to online product recommendations

You need only take a look at Amazon’s homepage to understand the importance of product recommendations to ecommerce.

One report suggests that 70% of Amazon.com is devoted to recommendations, so it’s obvious that they play a vital role in exposing customers to new products and increasing sales.

In fact, according to an infographic from Monetate recommendations can increase revenue by up to 300%, improve conversions by 150% and help boost the average order value by 50%.

Obviously these figures will vary wildly depending on initial benchmarks and how extensively recommendations are used across the site, but the evidence is still too compelling to be ignored.

The power of social media for customer service

We’ve written about the potential of using social media for customer service, or at least monitoring and responding to customers’ comments and complaints, and here is a great example of how valuable this can be.

Naked Wines, which launched last December, was very quick to get involved in social media; it has a Twitter account as well as a Facebook group, and this example shows the value of monitoring and responding to customers’ concerns where they are talking about you.