One Step Ahead = A Delighted Customer

by Chris Bjorklund

Here’s how a “consumer-savvy” company keeps customers loyal.


Dear Chris,

Due to a technical problem, your DVD shipment was delayed and will ship on Wednesday, May 26th.

We pride ourselves in delighting you, and we’ve let you down. We apologize, and we will issue a 10% credit to your account in the next few days. You don’t need to do anything. Your credit will automatically be applied to your next billing statement.

Again, we apologize for the inconvenience and thank you for your understanding. If you need further assistance, please call us at

–The Netflix Team