Seth Godin writes the most popular marketing blog in the world — and he gets customer experience.
As he once noted, "The complaining customer doesn't want a refund. He wants a connection, an apology and some understanding. He wants to know why you made him feel stupid or ripped off or disrespected, and why it's not going to happen again."
And he knows that an apology means more than a mumbled "sorry." It has to include both compassion and contrition, he wrote recently:
We're sorry that your flight was cancelled. This must have truly messed up your day, sir." That's a statement of compassion. "Cancelling a flight that a valued customer trusted us to fly is not the way we like to do business. We messed up." That's what contrition sounds like. We were wrong and we learned from it. The disappointing thing is that most people and organizations that take the time to apologize intentionally express neither compassion nor contrition."
Godin is the founder of Squidoo.com, a fast-growing recommendation website, and the author of 17 bestselling books. He is responsible for many words in the marketer's vocabulary, including permission marketing, ideaviruses, purple cows, the dip and sneezers.
Combine what has been called his "irrepressible speaking style" with his "no-holds-barred blog" and you can understand how he has developed a worldwide following.