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Why does nobody bring up that 70% of people read a brand's apology and still don't buy from them?
I read a stat last year from a survey by a PR firm in Chicago that said about 7 in 10 shoppers stop buying from a brand after a bad response to a mess, and that number stuck with me. So I looked at two recent blowups, one where the CEO posted a 6 minute video apology and one where the company just dropped a 2 line tweet, and the small response actually seemed to calm folks down faster. My wife says a quick honest note beats a big dramatic one every time, but I'm not so sure, because the video at least showed a real face. Which one do you all think actually wins people back, the long personal apology or the short plain one?
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