Maker's Mark and How to Listen to Customers

For business owners, customer service is a crucial consideration. The importance of excellent service is illustrated by a recent issue with the manufacturer of Maker's Mark bourbon, when an institutional decision provided a massive backlash of customer complaints. By understanding the situation and the company's response, you can take away a lesson that will improve your own customer service practices.

In early 2013, Maker's Mark announced that it would be reducing the alcohol content in its famous bourbon from 45 percent to 42 percent. The original decision was based on a problem with the company's supply chain. By reducing the alcohol content, the company would be able to continue to meet customer demand. After the announcement, however, the company began to receive a slew of customer complaints. Customers were livid that their favorite bourbon was going to go from 90 proof to 84 proof.

Shortly after the first announcement, the company decided to reverse its decision. Instead of being defensive or hiding the truth, Maker's Mark's leaders decided to offer a truthful explanation. The official apology acknowledged the customer complaints, stating, "We're humbled by your overwhelming response and passion for Maker's Mark." It went on to say, "You spoke. We listened. And we're sincerely sorry we let you down. So effective immediately, we are reversing our decision to lower the ABV of Maker's Mark, and resuming production at 45 percent alcohol by volume (90 proof)."

For business owners and service professionals, the Maker's Mark incident is an excellent example of good customer service. Despite the initial poor decision, the company handled every step of the response process smoothly and gracefully. After the initial wave of customer complaints, the company could have pressed on with the original decision. Instead, the company leaders responded, thereby proving that they listen to customers and take feedback seriously. As a result, consumers felt heard and validated. Instead of alienating angry customers and severing relationships that were years in the making, the company's response served to strengthen brand loyalty.

For customer service professionals who deal with angry or irrational customers, the Maker's Mark apology is a strong example of how to communicate clearly without patronizing or hiding the truth. The text struck the perfect customer tone. It spoke directly to the customers, using informal but professional language. The letter demonstrates a clear respect for the reader, acknowledges that the company's actions prompted customer complaints, offers a straightforward explanation, and lays out a simple solution. It goes on to thank customers for making their voices heard and encourages them to provide feedback in the future.

The Maker's Mark incident also stands as a good example of social media use in customer service. The company provided a link to its apology on Facebook, Twitter, and the main company website, thereby reaching a wide section of the audience. According to Forbes magazine, social media is a growing part of good customer service. By reaching out to customers on an informal, friendly platform, Maker's Mark made itself more approachable.

For businesses that deal with customer complaints, Maker's Mark can provide an excellent example of positive customer service. By listening to customers, communicating truthfully, and using approachable media outlets, your company can create and maintain long-lasting relationships.

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