A company response to an unhappy customer can determine the future of the relationship. Unhappy customers aren’t always a bad thing. All companies screw up from time to time. When companies apologize and fix their mistakes, customers can walk away feeling greater loyalty afterwards.

The outcome depends on how customers feel in that interaction. Customers need to feel seen, heard, and valued in order to reignite their loyalty to a company after mistakes happen.

A while back I shared the story of Chris, who had a poor customer experience with UNTUCKit shirts. After that blog was posted, the company reached out to me, asking for an opportunity to connect with Chris and make things right.

They emailed Chris and ultimately sent him a free shirt as an olive branch.

I’m going to share the communication between the company and the customer. I’m curious to hear your perspective on it on two fronts – the communication and the offer. Did the company interact in a way that would make Chris feel valued again? Was the offer appropriate, given the situation?

Please check out the email chain below and then take the quick survey** (it’ll take about 30 seconds) to share your opinions.

But first, a note: I’m not writing this blog post to single out UNTUCKit as a company. I have no beef with them. In fact, Chris started his conversation with me by sharing how much he loves UNTUCKit shirts. However, I do think real-world stories are useful. Maybe it’s the University Professor in me – I love a good case study!


Here’s the content of the email exchange between UNTUCKit and Chris:

First email from UNTUCKit:

Hi Chris,
Sam here, I’m the Account Manager with UNTUCKit. It has been brought to our attention that there was an issue with an order of yours in the past. We would love to make things right. Are you able to possibly share some more details regarding the poor experience? We understand the issue has to do with a miscommunication on the customer service agent end. Please let me know!

Chris’s Reply:

It was years ago. I bought 3 shirts, ordered to have them shipped to arrive before a trip. When they didn’t arrive in time I suggested the order ship to my destination, but that was rejected. I returned home and the shirts were there. Two are great and I wear them, the third was not as well made as the first 2.

UNTUCKit’s Response:

Thank you for the reply Chris. I reached out about this in regards to a recent notification from our social team.
We would love to send you a shirt on us. Please browse our site for a shirt of your choice. Please let me know the style name as well as size, fit, and a good shipping address. We will get this out to you immediately.

Awaiting your reply,


As you evaluate the email exchange, consider the following:

  1. The emails themselves. Do they convey sincere remorse for Chris’s issue? Do they adequately reflect appreciation for him as a customer?
  2. The offer: Given Chris’s situation, was the offer of one free shirt appropriate?
  3. If this customer interaction came from your company, would you be happy with it? Why or why not? How would you rate this interaction?

I definitely have opinions, but am curious to her what you have to say! Please share your thoughts in the 30-second survey**.


**NOTE: Survey has been tabulated and removed.