Last Saturday, in liquor stores across the province of Nova Scotia, customers were charged inaccurate prices for their Captain's and Keith's (writer's note: real Nova Scotian's prefer vitamin 'O').
Apparently there was a computer glitch and prices that were meant to go into affect on April 1st actually kicked in early. As a result Nova Scotian's poured an extra $30k into booze over the holiday long weekend.
Like the YLC in Yukon, the NSLC in Nova Scotia is a crown corporation, meaning it enjoys a monopoly on alcohol sales in the province. So, what does a monopoly do when it makes a mistake? In the case of the NSLC they take to social media within hours of realizing their mistake, apologize, take full responsibility and publicly commit to refunding any and all mistakes.
(Do you have a customer experience story gone wrong or made right? Share it in the comments below)
As a brand communicator, this makes me smile.
What's more, they executed. The NSLC made it possible to request a refund in stores, via e-mail and by phone. If there was a way to text a refund they likely would have tried. To top it all off, the corporation announced on Thursday it would donate the entire thirty thousand dollars to a charity of its customers choosing and launched a way for Nova Scotian's to vote online for the charity they believe should receive the funds.
Sometimes mistakes have a way of showing a person or company's true colours. For over a decade the NSLC has aggressively improved the in-store experience with a province wide facelift, weekly sales, promotions and a relentless focus on the customer. It was able to communicate so quickly with so many upon discovering the mistake thanks to an honest investment in social media.
As brand communicators we challenge companies to be themselves and make decisions that reflect why everyone comes to work in the morning. The open, honest and fast action by the NSLC speaks volumes about why its team comes to work in the morning. In the end, it's tough to be too upset with a company that makes such an effort to 'make it right.'
Could you imagine this happening in Yukon? How would the YLC react?
@yukonneil is a Nova Scotian living in Yukon with a background in beer sales and marketing.
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