Mistakes are bound to happen, no matter what. In a fast-paced marketing team, details do get missed and things happen that, while ultimately preventable, are inevitable.
Certainly, how you recover and manage damaged relationships is critical in any situation. Sure, there are measured actions to take for crisis control on serious issues. Yet it doesn’t always have to be an enterprise-level problem in order to damage customer relationships, and no matter if the issue is big or small, when measures are taken to resolve the issue it can lead to backlash if not positioned or implemented correctly.
One of the most sensitive issues is the security of data. For purposes of this blog post, let’s say it’s marketing data. Specifically, let’s say it’s your email database. Your customer email addresses are valuable — priceless, even. And surely, your customers would rank the privacy of their data as a pretty high priority. What do you do when, say, one of your sales reps sends out an email to your entire customer list, yet instead of blind copying everyone he makes the email addresses visible to all? That’s what happened to me recently — although, thankfully, the sender wasn’t from my company, my email address was in his list for all to view. Here’s the message I got later in the day:
I would like to sincerely apologize to everyone blind copied here for accidentally delivering a mass email earlier today with your email address visible.
Needless to say, I am deeply embarrassed my error.
If there is something I can do to rectify any inconvenience that my hastiness may have caused, please do not hesitate to let me know.”
Is that sufficient enough a reply for you?
Ponder that question and let me know your thoughts, and I’ll answer the question myself in my next post.