These guys are good! Check out the Part II of the Buffer saga!


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I have already shared the very well written email I got from Buffer with you. Now for Part II, in which I evaluate their follow up email.
And class, I don’t even use Buffer! I signed up but quickly realized that I don’t cache enough content or have enough tweets to make it worthwhile…at this time. But you bet your bippy when I do I’ll not only use it but recommend it to friends!

The email:

Hi there,
I wanted to follow up with you after yesterday’s hacking incident. For many of you this has seriously disrupted your weekend – I’m sorry we caused that awful experience. The Buffer team has been working around the clock and I’m glad to say we’re back up and running. We have also spent all of today adding several security measures.
There’s one key step to using Buffer again: You will have to reconnect all your Twitter accounts, even if you’ve already done so. Go to the Buffer web dashboard to reconnect.
Other important things for you to know:

· Reconnecting won’t work in mobile apps, all Twitter accounts will have to be reconnected on the web dashboard.

· Your Facebook posting will have resumed normally, there is nothing you need to do.

· Signing in with or connecting a new Twitter account in the iPhone app won’t work until our new update is approved by Apple.

I want to apologize again and say that I’m incredibly sorry this has affected you and in many cases also your company. We’ve written a blog post with ongoing updates as we uncover the full details.

What is left for us right now is to complete our technical analysis and take further security measures. We will follow up with another update on this soon.
I want to invite you again to hit reply to this email or post a comment on our blog post. We will be sure to respond to you as fast as we can.

– Joel and the Buffer team

I’ll once again quickly detail the things the team has done right:

1: Writing a follow up email at all! This shows they are serious, they care, and they’ve taken the time to communicate with their customers.

2: Empathy with a specific understanding of what it may have cost the customer—time, convenience, trust in the company. Understanding what you have cost the customer is key in crafting a sincere, believable and effective apology.

3: concrete steps showing what you’re now doing differently, in this case “adding several security measures”

4: Using formatting to emphasize points- bolding, spacing and bullets are all used very well here

5: Again, the apology “sandwich”—apology, steps taken, apology. Good move.

6: What’s next/ what can the customer expect? After something goes wrong and you’ve fixed it, there is still a dangling thread that some companies miss- what’s next. It’s also smart to move the customer “past” the unfortunate event and to looking to the future. These guys are good!

7: Offers (with links!) to communicate. So many times I’ve searched in vain on a bill for a web address, phone number, or any way to get in touch with the behemoth company who’s issuing commands at me. It’s nice to see a sincere attempt to communicate.

Republished with author's permission from original post.

Naomi Kelsey
Naomi Kelsey has 10+ years of progressive responsibilities in the customer service industry, and 3 in the BPO training field, with an Instructional Design focus. She specializes in creating custom-tailored training programs in Language, Customer Service, and US Culture for both internal and external call center clients. Her vision is to bring "supernaturally human" customer service to all customers through innovative training methods and materials, great coaching tips, and true expert advice.


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