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That time a coffee chain tried to apologize with a PDF and it made things worse
Last month I saw a brand post a long PDF apology on Twitter after a promo code glitch, and everyone just roasted them for being so formal and cold. It got me thinking how fast a canned response can backfire when people want a real human talking to them. Why do big companies still think a press release style apology works when everyone else is just using plain text?
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gracewebb1mo ago
My own company saw worse backlash from a handwritten note than from a formal PDF last year.
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gracewebb1mo ago
Handwritten stuff always feels more personal so people take it way harder when they don't like it.
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the_joel29d ago
36 letters in that handwritten note probably took more heat than a 36-page report because people saw the effort and felt betrayed when it was bad.
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