Step 1: Promise and don’t deliver. Repeat step 1 at least three times to ensure success.

Step 2: When not delivering, fail to offer proper notification or timely responses to customer service requests.

Step 3: When faced with the customer complaint about the previous two points, remind the customer that your terms & conditions clearly state that you may, on occasion, fail step 1 & 2.

Bonus points: Ask the customer for money for that which you did not deliver.


This is the kind of stuff that I would expect from growing companies that may be growing faster than they can cope. But, I’ve recently had this experience with two large (market cap of 24+ and 73+ billion) and well established companies. You can’t make this stuff up. And in today’s competitive environment… there are no second chances.