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The new print vendor delivered the tradeshow brochures two days ahead of schedule. The paper quality was exceptional. The binding was flawless. The print was top notch, especially the color graphics of the new products being showcased at the tradeshow.
If only the printer had used the correct color for the company's logo that was prominently displayed on the cover!
The panic call to the vendor was met with a sincere apology. There were no excuses... no attempts to shift the blame. Instead, the printer committed to rerun the job and deliver it overnight at their expense, thereby meeting the original promised delivery date.
The printing company accepted the responsibility for the error and made it right. Was that enough?
They fixed the problem... but what did they do to fix the experience?
What the customer ultimately ended up with is what they had expected in the first place. But only after a panic call... repacking and disposing of 1500 incorrectly printed brochures... and a day of worrying about the potential fiasco of showing up empty-handed at the tradeshow.
In addition to fixing the problem by rerunning the job, the printer also credited the customer's account a reasonable amount to compensate for the discomfort caused by the mistake. And, they went one step further. They sent a gift basket to be shared by the customer's warehouse personnel who were inconvenienced by the additional work of reboxing and disposing of the first shipment of brochures.
Errors will occur despite everyone's best intentions. And, when they do, fixing them should be the first order of business... but that's only the beginning. The next order of business is to fix the customer experience.
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