bq. “We wanted to reassure you that your order ********* has been upgraded and dispatched Saturday December 22 via Royal Special Delivery for a delivery Monday December 24. We know that holidays can be stressful and wanted to relieve a portion of that stress by reassuring you that your package is expected to arrive in time for Christmas.”
bq. “Our system upgraded your shipment to a faster shipping method to ensure it is delivered by December 24. These upgrades are complimentary during the holiday season and you will not be charged for any additional shipping costs.”
That’s why I buy from Amazon without even giving it a second thought.
They won my lifetime loyalty after handling a wrinkle I took advantage of a few years ago, where I was able to buy a bunch of star wars videos…actually, I’ll root out the emails. Ok here they are, in chronological order.
Context – The Register published a story that Amazon was selling the (then) new Star Wars Phantom Menace on VHS for 12p…I and 2,500 other shoppers placed large orders.
Of course, they caught the order before it shipped, but what followed was a superb example of empowered, smart customer service. I’ve told the following story 100s of times, and I’m a lifelong customer, based in this experience:
*1) Initial order confirmation*
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From: orders@amazon.co.uk
To: Guy Dickinson
Date: Thu, 27 Apr 2000 15:41:03
50 “Star Wars: Episode 1 – The Phantom Menace (1999)”
Liam Neeson(Primary Contributor), et al;
VHS Tape; @ GBP 0.12 each
Usually available in 24 hours
Subtotal: GBP 6.00
Giftwrap: GBP 0.00
Postage & Package: GBP 31.67
Thank you for shopping at Amazon.co.uk!
—-
*2) Amazon catches the mass order(s), and even set up a special email address!*
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From: special-orders@amazon.co.uk
To: Guy Dickinson
Subject: Your Amazon.co.uk Order
Date: Fri, 28 Apr 2000 11:23:03
Dear Guy Dickinson,
We are contacting you, because you have recently placed an order to purchase Star Wars: Episode 1 – The Phantom Menace from Amazon.co.uk.
As you will no doubt have noticed, at the time of you placing your order, the price for this video was correctly displayed on our web site at 11.99 GBP. However, the price incorrectly appeared at 10 to 12 pence on the order confirmation page. The correct price now appears on the order confirmation page.

We are truly sorry for this mistake and, as a gesture of goodwill, we will dispatch to you one (1) copy of this title free of charge.

We hope this helps alleviate any inconvenience that you may have been caused. Obviously, we must reserve all of our rights in respect of this matter. We hope you understand our position on this matter and we hope you will continue to shop at Amazon.co.uk.

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*3) Ok, I’m feeling cheeky (and don’t actually like the movie…)*
—-
From: Guy Dickinson
To: phantom-menace-order@amazon.co.uk
Subject: Re: Your Amazon.co.uk Order
re: order number: #*************
50 X star wars episode 1 vhs @ £00.12p
Thank-you very much for your kind words.
However, allow me to explain why I feel that your solution may not be entirely satisfying.
I am one of a large family of 50 assorted brothers and sisters.
We are all avid star wars fans, and imagine if you can, the sheer joy shared by myself and my beloved 49 brothers and sisters as we sat huddled around our computer screen, realising with a huge, warm glow that we could all own an individual copy of star wars for such an accessible price.
We are not a wealthy family, indeed due to the sheer unexpected population of siblings I have to contend with, it is a source of great bitterness that we have to share our toys, and wear each others’ clothes. This glorious offer seemed to offer us a glint of personal possesion and pride in an otherwise shared universe.
With this in mind, you can imagine the feelings of anger and jealousy that are being directed at me by my 49 brothers and sisters, realising that I will have the only copy of “Star Wars” episode 1, and I didn’t even have to pay 12p for it!!
With this in mind, I would graciously ask that I could be given an “amazon book gift certificate” instead, to whatever value you feel is appropriate.
My 49 brothers and sisters won’t mind, as they can’t read. Cunning, huh?
Yours sincerely,
Guy Dickinson.
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*4) They could have returned a well deserved ‘fuck-off’, but instead, they replied:*
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From: phantom-menace-order@amazon.co.uk
To: Guy Dickinson
Subject: Re: Your Amazon.co.uk Order
Dear Mr. Dickinson,
Thank you for your recent e-mail to Amazon.co.uk regarding “Star Wars: Episode 1 – The Phantom Menace”.
Firstly, we would like to apologise to you and your 49 brothers and sisters for any confusion or inconvenience that may have arisen from this matter.
We are delighted to hear that you are all avid Star Wars fans, and are grateful for the opportunity to be part (albeit a minor one) of this shared experience.
We appreciate your business, and firmly believe that the rather strong emotions generated by recent events will be heightened when you nervously announce to your siblings that Amazon.co.uk have offered you a 10.00 GBP gift certificate.
This gift certificate may be used toward your next Amazon.co.uk order, and we have no doubt that you will do the brotherly thing and share the proceeds with the deserving members of your family. A good book, perhaps.
(standard footer)
Warmest regards,
Andrew *****
Customer Service
Amazon.co.uk
Books, music and more…
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Isn’t that just bloody marvellous? Hats off to Amazon, and real human beings routing around process.