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I want it now! (but I can wait)

Back in the darker days of the pandemic a soft furnishings brand was faced with having to tell customers that their orders would be delayed, by up to a month. People can get very worked up about soft furnishings at the best of times – let alone when they’re stuck at home, surrounded by unloved curtains and cushions! The brand decided to experiment with proactively contacting its customers to let them know about the delay and ask for their forbearance, rather than accepting a refund.
The results were quite spectacular, with over 87% of customers contacted by phone agreeing to retain their orders and wait a few weeks longer.

This is a compelling example of the enduring power of direct, one-to-one communications in building and reinforcing customer relationships.
Thanks to David Freedman of Confero for sharing this with me .

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