I just read the following email for Apple:
From: iTunes Store Support
Sent: Saturday, September 23, 2006 2:41 AM
To: David Weiss
Subject: iTunes: Your recent TV show downloads
Due to a system error, you were recently charged for downloads that were meant to be free. You were incorrectly charged $11.94 plus tax for your recent download of the three ABC season finales on the iTunes Store. We will reverse the incorrect charges and you should see the credit within 7 days, depending on how quickly your credit card company processes the reversal.
Our customers are very important to us and we sincerely apologize for any inconvenience this has caused.
Please accept these three video codes good for any $1.99 TV show or music video from the iTunes Store as part of our apology. You can redeem your codes by just clicking the links below.
If you have any questions or concerns, please contact our customer service team by replying to this email.
iTunes Store Team
http://www.apple.com/support/itunes/ww/Here are some things that make me feel like I actually matter to them, amidst the gazillion other folks that purchase stuff from them:
1. It’s signed by “Kate”, not “Some Random iTunes Drone” or worse yet “iTunes Store Team”. It’s really signed by someone’s name! Kate, I thank you.
2. It was their fault and they are aware of it, before I even figured out there was a problem. Isn’t that how it’s supposed to be?
3. They are fixing the problem (refunding my credit card) but also giving me $$ for the hassle. Folks it’s 12 bucks!
4. The email is text only, short and to the point.
5. I can actually REPLY to the email like a normal person! None of this “email@example.com”
It’s these little things that count. I’m biased already, but stuff like this just makes a customer for life! I’ve talked about customer support before, but I will happily pay more for support like this. It makes my day and amidst the many things that don’t work right every day, it’s nice to get an email that reminds me that there are some things working correctly even if “the system” is not. Thanks Apple. Thanks Kate.