Everyone makes mistakes. It’s inevitable when you are dealing with the public.
The point isn’t the mistake; customers will forgive just about anything as long as the situation is politely and swiftly resolved and you extend a complete and heart-felt apology,
demonstrating clearly that it was your fault: Mea culpa.
Bob went to a Big Box store. His credit card swipe was apparently bad, he swiped a second time, joking I hope I don’t get charged twice. He was reassured that that couldn’t happen. Well, it did. He checked online when he got home: two identical charges, to the minute, on his account.
He tried to call the store; you can guess at the phone hell he ended up in. He trundled back to the store and got in that customer-service line from hell.
By the time he actually got to someone who could help (I’m not authorized to do this. Step aside, sir, someone will be with you in a minute) and resolved the issue, he’d spent over an hour… fixing their problem.
Did he get an apology? Well, kinda… a canned phrase. No reference was made to the hour he spent because they were sloppy. But Bob’s a forgiving sort, so he left the store feeling just a little resigned to Well, that’s life.
How could this situation, which was an honest mistake and which was resolved, have made Bob actually pleased, rather than vaguely annoyed?
The mea culpa!
What if, say, Bob were offered a $10 gift card as well as a sincere apology? He would have left much more satisfied and had a good story to use with his friends, creating positive word of mouth for the store. This would have turned a mistake into an opportunity.
Now, your resale, thrift, or consignment shop may not be able to afford to hand out gift cards as apologies, but how about a small gift to apologize? Do you have, at hand and ready to be graciously offered along with your I’m so sorry we inconvenienced you; we appreciate your patience and understanding, a mea culpa present?
My dentist hands out fresh carnations on every visit. I’m not sure what he’s apologizing for: the pointy thing he used or the amount of the bill. But that silly little carnation makes me feel better. And we all want our clients to feel good about us.
Think scented votive candle or locally-made soap buttons in an organza bag, with your business card tied on. Or a packet of scented pencils wrapped with a bow? A colorful bangle bracelet? Something a bit festive, a bit showy, to show that you do, truly, apologize.
That’s turning mea culpa into mamma mia, great folks in that store!
What do you do in this type of situation? Are your staff members allowed to decide when a mea culpa gift is awarded?
Auntie Kate The Resale Expert 
Yes I will! I also learned another valuable lesson – stop, take a few deep breaths, and get my head together before I rush to jump behind the counter because if I don’t who knows what else might come out of my mouth!
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We just had such a situation this week. A regular customer, with a $57 purchase announced – after her credit card just posted approved – that she forgot to use her coupon.
I had just breezed into the shop for a moment in between running errands and had stepped behind the counter to help out. My brain was apparently in a fog from all the running of the morning, and I said, “Oh no! I’m so sorry we’ve already run your card. We could do a total refund and rering the sale if you like.” She didn’t have time for that and left. My staff asked, “Why didn’t you just give her a five dollar bill like we usually do?” It hit me like a ton of bricks!! What did I do???
Right about that time, she called the shop to tell me how crummy us not honoring her coupon had made her feel. She had no idea how crummy it had made me feel! I told her we had just been discussing it, how terribly sorry I was for dropping the ball, and that if she would just come right back in we would like to give her a five dollar bill. She declined and said she didn’t have the time. I told her we would make a note and post it at the register that she is due $5 off her next purchase. She said nothing and hung up.
I very rarely have anyone express that they are dissappointed. We work so hard to keep our customers happy, so it bothered me terribly all night. The next morning, I went through the caller ID log on the shop phone, found her number, and called. I got her voice mail….. Once again, I profoundly appologized, asked her to forgive me, told her how it had bothered me something awful, and added another $5 dollars – for a total of $10 off her next purchase. I ended the call by saying how much we value her as a customer and that we hope she will shop with us again.
That was Friday. I’ll keep you posted…….
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Isn’t that the pits, Kelley… when you *know* better but just drop the ball for whatever reason? I get all flushed and red when that happens. Hope your efforts to redeem her good will work. I’m sure you will thank her for the valuable lesson she helped you firm up: that “nothing should come between us and our loyal customers.”
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