Hiring the Internet

Here’s a short personal story for you. This week, I found myself pouting whenever I checked my mailbox (you know, the real-life metal one at my residence). Where were my beloved Netflix DVDs? I also noticed a complete lack of notifications from Netflix in my inbox. Usually, they keep me updated on which DVDs they received, and which should be on their way. But after I had sent my DVDs on Monday, I hadn’t heard a peep as of Thursday morning.

What was the deal here? I finally went to the Netflix site and I was treated to the following message:

Important: Your DVD Shipments Have Likely Been Delayed.

The notice went on to explain that a system error was causing a holdup in DVD shipments, which they were vigorously working on to fix. They were also going to provide credits to those who experienced delays.

In terms of damage control, this is all good stuff. But I received an email from Netflix that explained the same info later in the day. The timing felt off because the problem began around Monday and yet they only notified subscribers three days after. Plus, I get all sorts of emails from Netflix–shipment details, promotions, etc. Why couldn’t Netflix use the medium that they use for marketing purposes to deliver important messages for my convenience?

For the most part, Netflix’s response was appropriate. But they could have been more prompt with letting their subscribers in on the delay. Apparently, this was their worst shipping system problem yet. They have suffered delivery delays before, but this one was unprecedented in length and severity. Fans of Netflix certainly noticed disruptions in their service and voiced their responses to the situation on the Internet.

With any technology-based service, most people are understanding that bugs and glitches happen. What does matter in these situations, however, is that you appear apologetic and straightforward. Knowing how to apologize appropriately is an important skill for any company–whether you’re online or offline.

If you find your own business in such a predicament, take the following into consideration:

1. Timing Matters

A business may feel tempted to sweep things under the rug, hoping that customers won’t notice. But sometimes it’s best to notify customers of a problem as soon as possible. This move would spare your Customer Service department from having to handle a flood of emails and phone calls with complaints and inquiries.

2. As They Say in Group Therapy, Use “I” Statements

Here’s a quick grammar tip: if you use passive voice in your statements, you’ll sound as if you are avoiding responsibility. Don’t throw a measly “Mistakes were made” confession at your customers. Take ownership of any errors on your part and say, “We committed an error,” or “I apologize for any convenience that may have caused.”

3. Try to Offer Some Compensation

This isn’t always possible, but you can sometimes provide some consolation to customers by offering credits or discounts. For Netflix the compensation will probably cost them a bit. But it doesn’t have to be a big tribute–sometimes the token’s symbolic gesture makes the bigger impression. It’s about showing that you care!

Many e-commerce sites can learn a thing or two from DVD rental pioneer Netflix. The business is a success not just because of its industry-redefining method, but because it takes care to follow good traditional business practices. It doesn’t matter if any or all of your business switches to the web–customers want to be treated right, no matter where they’re buying from.

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