How a bad checkout page made me a customer for life…

A few months ago, I was trying to buy an audio recording from Dan Kennedy’s website – GKIC.com

First of all, I couldn’t find the mp3 version (Dan still sells a lot of his recordings as physical CDs)

Second of all, when I did find it – the checkout page wouldn’t work

I tried logging out and in again

I tried a different browser

Nope – it seems my quest to acquire this knowledge had fallen flat

3 minutes later I’d shot off a quick email to his customer service department

The reply I received – wow

I won’t post the email in full here but here are the cliffs

  • Sent by a sales consultant – not a customer service representative
  • Profoundly apologized for the mistake
  • Had already fixed the problem (rather than giving instructions for me to do it)
  • Gave me a free product (real retail value of $167) for my “troubles”

I still don’t know what the exact issue was on the page – or even if it was their fault at all.

But their response made me feel like a giddy schoolgirl getting asked out on a date by the captain of the football team.

And for them – they found a customer for life.

Why am I telling you all this?

Well sometimes in business – mistakes happen, errors occur – regardless of who is to blame

But it’s how you respond to these mistakes which can make or break your reputation.

The easiest way to do so?

Check your ego at the door, apologize to the hilt (sincerely though – don’t be false), and do something, anything to win back your customer’s trust.

Because believe me – they’ll thank you for it.

Anyway on to the good stuff

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