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Apologies – The Bad and the Ugly

sorry.jpgYesterday we talked about how Ramon De Leon, the owner of six Chicago Domino’s franchises, responded to a complaint by Amy Ravit Korin on Twitter and created a video apology promising to “wow” her. You owe it to yourself to see how he did it.

When it comes to apologies, this is the good. Today we want to talk about the bad and the ugly and discuss three steps in the art of the apology.

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The bad

Domino’s, the chain, recently found itself making the news when two employees of one store posted a video on YouTube showing them mishandling food, to say the least. Domino’s President, Patrick Doyle, was featured in a video apologizing for the mishap and reassuring customers that this was an isolated incident.

There was backlash to this video because it didn’t seem sincere. We think that the apology itself seemed sincere. However, he wasn’t looking at the camera so it’s obvious he was reading from a script. He should have at least looked squarely at the camera when he said, “We’re sorry.”

The difference between this video and Ramon’s video is striking. Ramon is looking right at the camera and it’s obvious that he’s not reading from a script. There’s no question about his sincerity in the way he delivers his apology.

The ugly

You’ve probably heard about the free grilled chicken promotion by KFC. Unfortunately, KFC was not prepared for the overwhelming response to this promotion. Countless customers were turned away when they arrived at their local KFC to redeem their coupon. KFC’s President, Roger Eaton, issued a video apology.

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georgeI’m a positive-thinking person who loves positive-thinking people. But he was too positive in light the situation.

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marylynnI agree completely. He seemed happy. If I’m dissatisfied as your customer, I want to see that you’re unhappy about it. Show me that you’re empathetic to my terrible experience.

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george
Show you know I’m as mad as a chicken on a hot tin roof?

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marylynn
No … as mad as a chicken in a frying pan!

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The KFC apology focused too much on the success of the promotion and not enough on the debacle that followed. However, we’ll cut them some slack because they’re dealing with a more massive problem than the other two.

The art of the apology

Bigg success is life on your own terms. The five elements of bigg success are money, time, growth, work and play. Sometimes we experience the most growth when we’ve made a mistake.

No matter what medium you use to apologize – video, phone, e-mail, in person or some other way – there’s an art to it.

First, simply apologize.
Get it out of the way right upfront. Ramon, the Domino’s franchisee, gets right to it as does Patrick Doyle, the Domino’s President.

The KFC President, Roger Eaton, completely missed the mark. Instead of apologizing right away, he starts off talking about how successful the promotion was.

Second, talk about what you’re going to do about it.
Once again, Ramon nails this one. He told Amy that he was going to wow her. And wow her he did along with the rest of us. Patrick Doyle got this right too.

Roger Eaton eventually gets to the point – they’re going to honor the coupon and give you a free Pepsi product if you do a whole bunch more work. Instead of talking about how they will remedy the situation, the people who were affected have to follow-up to get what was promised to them in the first place.

Third, look to the future.
There’s nothing wrong with ending an apology on an upbeat note. Look to the future of the relationship. Ramon hit this one out of the park as well. We think the park was Wrigley Field!

Patrick Doyle closes strong. He thanks people for their support and says Domino’s will work to rebuild our trust. However, right before that, he says that “it sickens him that the actions of two individuals” could impact their brand. You could feel his emotion. This is where he should have started.

This is a mistake that’s easy to make – beginning and ending with an apology. Follow the process mapped out here to avoid doing that.

The President of KFC completely struck out. He apologizes right at the end of the video – the best apology in the whole video we might add. Fortunately, he didn’t close on that note; it appeared as if he would. He does end on an encouraging note.

Use this three-step process and deliver your message with sincerity the next time you have to apologize. We all make mistakes. When handled properly, even they can lead to bigg success!

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Subscribe to the Bigg Success Weekly – it’s FREE!

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Please join us next time when we talk about out of this world communication.

Thanks so much for hanging out with us for a bit today. Until next time, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00393-051309.mp3

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Apologies – The Good

interactiveamy_dominos_crew.jpgToday on The Bigg Success Show, we were thrilled to welcome Amy Ravit Korin, also known as interactiveAmy. She’s a social media consultant to individuals, local businesses and Fortune 500 companies. We met Amy at SOBCon, the business school for bloggers. Amy has so much personality that, once you meet her, you’ll never forget her! So let’s get to the conversation …

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marylynnAmy, you told us this incredible story that we want you to share with our whole community. You recently ordered some pizza from Domino’s. But it took an hour to get the order to you and, when it arrived, it wasn’t right. What happened next?

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amyI called the store and they said they would send over another one. I’m also very active on Twitter – as a social media consultant it is one of my preferred methods of communicating. So I tweeted what had happened. I was just venting my frustration.

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georgeAnd that's when Ramon De Leon, who is the owner of the local Dominos stepped in, right?

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amyYes! He twittered me right away and asked which location I ordered the pizza from.

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Get in on the conversation

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marylynnThis is a good thing for local business owners to understand. Since you are a social media consultant, Amy, how did Ramon know that you had tweeted about him?

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amyThere are great tools out there that allow you to monitor the real time feed of what's being said on Twitter. Ramon probably had an alert set up for the word “Domino’s” or “Domino’s Chicago.” You can use any term that's relevant for you. In addition, you could also set up a Google Alert, which will alert you whenever your name, brand, or company is mentioned on the Internet. So Ramon said that he would remedy the situation and be back in touch when he had more information. I figured I was going to get a credit for free cinnamon sticks the next time I placed an order. Imagine my surprise when I woke up the next morning, logged onto Twitter, and saw a tweet from @DPZRAMON. It said, "Amy, we want to make it up to you, please click on this link." The link took me to a video apology from Ramon, who is the owner of six Domino’s franchises in Chicago. He was standing there with Junior, who is the General Manager of the store where I ordered my pizza. They were offering an apology for what had happened that previous night.

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The buzz begins

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marylynnLike a lot of people, we've watched that video. I really liked that the apology was very sincere!

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amyYeah, what's so crazy is, just this morning, I actually got a tweet from Ramon. He said that video has been embedded on over 30,000 websites! And this is not just 30,000 watching the video; this is 30,000 people who think it's noteworthy enough to feature on their website.

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Wow!

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marylynnAnd in this video, not only did Ramon apologize to you – and promise to make it up to you – he said that they were going to wow you! Now that's more than cinnamon sticks. So what did they do to wow you?

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amyFirst of all, I was totally wowed by this video apology. I had never seen or heard of anything like it. Well as it turns out, I'm also involved in the Social Media Club of Chicago. We hosted an event on Thursday, April 30th – the kick-off to SOBCon. It was a great event where we had all kinds of Chicago social media minds in addition to friends from all over the country. Independently of this video apology, Domino’s was already secured as an event sponsor. So if that wasn’t enough, Domino’s showed up with over 100 pizzas for our club. They also brought a personal pizza for interactiveAmy, with my name all over the box. Ramon delivered it himself.

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george
So he didn't delegate this!

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amyNo, he didn't! Not only was he there, he was really excited about it. He couldn't wait to meet everybody who had heard about him after the video apology. But he was most excited to come and meet me, which was really cool.

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george
And who can blame him, Amy? We know you!

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amyHe also brought some members of his team including Junior. And it was his day off! In addition to the personalized interactiveAmy pizza, Junior also brought me a dozen roses in my favorite color, fuchsia. See video of interactiveAmy with DPZRAMON and Junior.

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marylynnHow on earth did he know your favorite color? He must have visited your website where that color is so strong.

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amyThat's true. I don't know if he did his back end research or if he just took a guess that women like bright pink.

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marylynnWell, I am just wowed by all of this. It’s just incredible!

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interactiveAmy and DPZRAMON

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The conversation begins when a mistake is made

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amyI thought so too. Ramon and I are still in touch. He has become an example of what great customer service is and can be – how to take steps to forge relationships with your customers which is a huge opportunity. When somebody makes a mistake, it doesn't have to be the end of the conversation. It really should be the beginning.

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georgeThat's a great point, Amy. But you could have just said nothing and not gone back to Domino’s. Instead you said something – not even expecting a response – but he responded in such a magnificent way that you've talked about it ever since. Plus 30,000 bloggers have talked about it too!

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amyExactly. As the owner of my own social media company, this is definitely something I try to advise business on, from small mom & pops all the way up the Fortune 500 ladder. Take any opportunity to engage in a conversation about your brand, product or service. And listen – especially when someone says something that might not be the most flattering. It’s a great way to get insight and take steps to remedy the problem. So first you have to listen. Then you can engage. You can become part of the conversation and take the necessary steps to forge your relationship going forward.

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georgeThose are great points, Amy. Here’s what I’ve learned – if you need a case study for your social media consulting business, just be your own.

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amy
I think that's a lesson to all of us … go out there and make things happen!

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Get the tips and tools you need to be a BIGG success.
Subscribe to the Bigg Success Weekly – it’s FREE!

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Thanks Ramon for being a shining example of great customer service.

And thanks Amy for sharing your story with us.

And thank you for reading our post today.

Bigg Question

Have you been impressed with the response to a complaint? Share that with us by leaving a comment below, e-mailing us at bigginfo@biggsuccess.com or calling us at 888.455.BIGG (2444).

Please join us next time when we’ll continue on this thread. We’ll discuss bad and ugly apologies. Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00392-051209.mp3

Related posts

Apologies – The Bad and the Ugly

Relationship Building Blocks

Failure to Do This Harms Relationships

Creating Wealth in the Next Generation Economy

(Image in today's post provided by interactiveAmy)

I Want to Start a Home-Based Business. How Do I Make Sure It’s Legitimate?

With tough times, people are looking for ways to either save a little or make a little more money. We’ve been getting more questions about part-time and/or home-based business opportunities. Specifically, we’re being asked how to tell if they’re legitimate.

One of the first things to look at is what they’re promising you. Specifically …

Do they make earnings claims?

george "Many offers will tout how much you can make. Legitimate operators will do one of two things: they won’t make any claim at all, or … they will tell you both the number and percentage of people who actually earn what they’re claiming. In my experience, they’re more likely to not make any claim at all."

Some real world examples

marylynn "I did a search for “home based business opportunities.” I saw six on my screen without scrolling down. Of those six, five made an earnings claim. I saw claims like “$250 thousand or more at home”, “$500 to $8,000 per month”, and $30 to $150 thousand in 12 months”. Then I looked at the most regulated business opportunities – franchises. I typed in “franchise opportunities”. One out of the four franchise opportunities made an earnings claim and it was also one of the home-based business opportunities!"

biz_ad

We’re not saying that being a franchise automatically makes it a legitimate opportunity. Nor are we saying that just because it’s not a franchise means it’s a scam. But from these examples, you do see differences in behaviors of companies that are more regulated and those that are not.

Do they stand behind their own claims?

marylynn "I went to the site of one of the home-based business opportunities. This was the one that claimed you could make $250 thousand. I scrolled way, way, down to the bottom of the page and clicked on the tiny, little link that said 'Earnings Disclaimer'."

george "Mary-Lynn printed it out. It was in ALL CAPS. Unlike the small font used for the Earnings Disclaimer, this was in 13.5 point type. They’re covering their you-know-what."

Here are some highlights …

“ANY EARNINGS OR INCOME STATEMENTS,  OR EARNINGS OR INCOME EXAMPLES, ARE ONLY ESTIMATES OF WHAT WE THINK YOU COULD EARN.”

“ANY AND ALL CLAIMS OR REPRESENTATIONS, AS TO INCOME EARNINGS … ARE NOT TO BE CONSIDERED AS AVERAGE EARNINGS. TESTIMONIALS ARE NOT REPRESENTATIVE.”

And our favorite part …

“WE DO NOT GUARANTEE OR IMPLY THAT YOU WILL … GET RICH, THAT YOU WILL DO AS WELL, OR MAKE ANY MONEY AT ALL. THERE IS NO ASSURANCE YOU'LL DO AS WELL.  IF YOU RELY UPON OUR FIGURES; YOU MUST ACCEPT THE RISK OF NOT DOING AS WELL.”

So they make a claim and then they disclaim their claim!
When you see this, exclaim your skepticism!

We’re NOT (sorry, we got used to seeing ALL CAPS) saying this particular example is a scam, but you would definitely want more information before proceeding.

The thing about earnings claims, at least here in the U.S., is they are required by law to disclose both the number of people and the percentage of people who are earning any amount they quote you.

So don’t be afraid to ask for documented proof of any claim. Then check out our article that describes your next steps are when investigating a business opportunity.

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Related posts

Success Snake Oil – Know When You’re Getting Scammed

Freedom Or Security – Which Do You Choose?  

(Image from eggheadmarketing.com)

I Want to Start a Home-Based Business. How Do I Make Sure It's Legitimate?

With tough times, people are looking for ways to either save a little or make a little more money. We’ve been getting more questions about part-time and/or home-based business opportunities. Specifically, we’re being asked how to tell if they’re legitimate.

One of the first things to look at is what they’re promising you. Specifically …

Do they make earnings claims?

george "Many offers will tout how much you can make. Legitimate operators will do one of two things: they won’t make any claim at all, or … they will tell you both the number and percentage of people who actually earn what they’re claiming. In my experience, they’re more likely to not make any claim at all."

Some real world examples

marylynn "I did a search for “home based business opportunities.” I saw six on my screen without scrolling down. Of those six, five made an earnings claim. I saw claims like “$250 thousand or more at home”, “$500 to $8,000 per month”, and $30 to $150 thousand in 12 months”. Then I looked at the most regulated business opportunities – franchises. I typed in “franchise opportunities”. One out of the four franchise opportunities made an earnings claim and it was also one of the home-based business opportunities!"

biz_ad

We’re not saying that being a franchise automatically makes it a legitimate opportunity. Nor are we saying that just because it’s not a franchise means it’s a scam. But from these examples, you do see differences in behaviors of companies that are more regulated and those that are not.

Do they stand behind their own claims?

marylynn "I went to the site of one of the home-based business opportunities. This was the one that claimed you could make $250 thousand. I scrolled way, way, down to the bottom of the page and clicked on the tiny, little link that said 'Earnings Disclaimer'."

george "Mary-Lynn printed it out. It was in ALL CAPS. Unlike the small font used for the Earnings Disclaimer, this was in 13.5 point type. They’re covering their you-know-what."

Here are some highlights …

“ANY EARNINGS OR INCOME STATEMENTS,  OR EARNINGS OR INCOME EXAMPLES, ARE ONLY ESTIMATES OF WHAT WE THINK YOU COULD EARN.”

“ANY AND ALL CLAIMS OR REPRESENTATIONS, AS TO INCOME EARNINGS … ARE NOT TO BE CONSIDERED AS AVERAGE EARNINGS. TESTIMONIALS ARE NOT REPRESENTATIVE.”

And our favorite part …

“WE DO NOT GUARANTEE OR IMPLY THAT YOU WILL … GET RICH, THAT YOU WILL DO AS WELL, OR MAKE ANY MONEY AT ALL. THERE IS NO ASSURANCE YOU'LL DO AS WELL.  IF YOU RELY UPON OUR FIGURES; YOU MUST ACCEPT THE RISK OF NOT DOING AS WELL.”

So they make a claim and then they disclaim their claim!
When you see this, exclaim your skepticism!

We’re NOT (sorry, we got used to seeing ALL CAPS) saying this particular example is a scam, but you would definitely want more information before proceeding.

The thing about earnings claims, at least here in the U.S., is they are required by law to disclose both the number of people and the percentage of people who are earning any amount they quote you.

So don’t be afraid to ask for documented proof of any claim. Then check out our article that describes your next steps are when investigating a business opportunity.

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Related posts

Success Snake Oil – Know When You’re Getting Scammed

Freedom Or Security – Which Do You Choose?  

(Image from eggheadmarketing.com)