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| Aldi’s response to viral complaint really takes the biscuit | Aldi’s response to viral complaint really takes the biscuit |
| (4 months later) | |
| Responding to customer complaints is a delicate matter for any business. | Responding to customer complaints is a delicate matter for any business. |
| But when the – particularly witty - grievance has almost 30,000 Facebook likes and has been shared 5,700 times you know you have to get it right. | But when the – particularly witty - grievance has almost 30,000 Facebook likes and has been shared 5,700 times you know you have to get it right. |
| Aldi managed to tread the fine line between humour and mockery when responding to a complaint about one customer’s ‘nightmare’ of finding a plain biscuit in his packet of supposedly chocolate digestives. | Aldi managed to tread the fine line between humour and mockery when responding to a complaint about one customer’s ‘nightmare’ of finding a plain biscuit in his packet of supposedly chocolate digestives. |
| And it's reply paid off, gaining just under 42,000 likes of its own. | And it's reply paid off, gaining just under 42,000 likes of its own. |
| Darryl Reilly, of County Mayo, Ireland, posted a long-winded gripe about his ‘biscuit predicament’, explaining that the plain digestive could never deliver the ‘foodgasm’ of a chocolate one and his morning cuppa had been ruined. | Darryl Reilly, of County Mayo, Ireland, posted a long-winded gripe about his ‘biscuit predicament’, explaining that the plain digestive could never deliver the ‘foodgasm’ of a chocolate one and his morning cuppa had been ruined. |
| I have a complaint that i wish to make. This morning i woke up, as i usually do and i went down stairs to make my... | I have a complaint that i wish to make. This morning i woke up, as i usually do and i went down stairs to make my... |
| The post went viral, being shared around the world. | The post went viral, being shared around the world. |
| Aldi took just over three hours to respond but when it did, it was tasty. | Aldi took just over three hours to respond but when it did, it was tasty. |
| The customer service team offered a replacement pack, with a pack of sugar thrown in, but they went further – leaping to the defence of the plain digestive. | The customer service team offered a replacement pack, with a pack of sugar thrown in, but they went further – leaping to the defence of the plain digestive. |
| Comparing it to a traffic-free commute, a freshly-made bed and finding £5, they said the humble snack was special and shouldn’t be shunned. | Comparing it to a traffic-free commute, a freshly-made bed and finding £5, they said the humble snack was special and shouldn’t be shunned. |
| For the price of a pack of biscuits, some sugar and a little time coming up with the right response, Aldi bagged itself a whole lot of goodwill – and free advertising. |