Today I received a letter from Gässling. First I had no idea about the reason, but I soon realized. Also pretty soon the letter made me smile. In the end I was laughing despite that they just had informed that their original ambitious design had failed in few cases and they were sending me spare buttons.
I have been writing about how an error in service or product should be mended for the customer.
Attached pic tells a story how personal touch can make a difference when something goes wrong.
Naturally personal touch requires actual use of personality leading big companies being hesitant with that kind of approach. Fresh exceptions can be found among recent web startups. They boldly use language that is both approachable and clear for users.
Mending an error smoothly is proved to create even more loyal customers. I cannot evaluate this case objectively, but clearly I'll be happy to change my buttons in case something really happens to them and will not hesitate to buy my next pair of underwear from Gässling =)