Proactive Service Recovery Leads To Customer Delight


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I realize that by saying this, I’m going to lose readers left and right, but there’s really no use hiding it anymore.  I’m a Taylor Swift fan.  Wow, it really feels good to finally say that.  My wife calls Taylor Swift her guilty pleasure which means I really have no excuse at all.

A while back, I purchased her “Red” album on Amazon for $13.99.  For a 16 song album I was happy with that price and am actually really liking the new album.  So I went about my business for a couple weeks when I received this email from Amazon.  Check it out:


We’re contacting you about order you placed for Taylor Swift’s album “Red.” We see that you purchased the album at a price higher than the current price of $7.99. We’re very sorry about this.

As a result, we’ve automatically applied a $6 credit to your Amazon account for each album you purchased at a higher price.

We’ll apply this amount to your next qualifying order automatically (you don’t have to enter a claim code). The credit is good for any qualifying Amazon purchase, including MP3s. You can verify that the credit was applied by reviewing the Order Confirmation e-mail for your new order, or by going to Your Account at:

We look forward to seeing you again soon.

Customer Service

So without interacting with their customer service at all, Amazon made my day.  I have no idea if the price I purchased the album at was a mistake and wouldn’t have thought twice if I saw the lower price a week later.  I may have been a little bummed but would have understood.  In this instance, Amazon took an already satisfied customer and delighted me.  What a terrific display of proactive customer care!

One major take away I have from this experience is that if you ever make a mistake, especially when it affects multiple customers, be proactive in fixing the issue and be proactive in communicating the fix.  By being proactive, you are saving the customer from the potential frustration and inconvenience of having to contact support to get their issue fixed.  Happy listening everyone!

Jeremy Watkin
Jeremy Watkin is the Director of Customer Support and CX at NumberBarn. He has more than 20 years of experience as a contact center professional leading highly engaged customer service teams. Jeremy is frequently recognized as a thought leader for his writing and speaking on a variety of topics including quality management, outsourcing, customer experience, contact center technology, and more. When not working he's spending quality time with his wife Alicia and their three boys, running with his dog, or dreaming of native trout rising for a size 16 elk hair caddis.


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