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Andy Shore

Benchmark 5: Things GoDaddy Did Right (when Things Went Wrong)

Sep 13 2012, 10:38 AM by

This week, the story broke that GoDaddy had been hacked and that potentially millions of sites using GoDaddy’s services were down. It’s a huge deal and major concern for many businesses. Some companies cannot run without their websites. The situation was resolved and GoDaddy didn’t waste any time in making amends. Here is this week’s Benchmark 5: the Things GoDaddy did right when their servers caused millions of sites to go down.
  1. Alert early and often. GoDaddy used phone chains, text alerts and emails to notify their customers of the issue. It’s far better to hear the bad news from the source, rather than secondhand and/or less than factual.

  2. Apologize. Sincerely and immediately. Don’t finger point, either. Often, it’s how you move forward, and not the mistake, that will determine how you are perceived.

  3. Explain the situation. Own up to what happened. Transparency is best. You customers will understand that people make mistakes. They’re far less forgiving when you make excuses.

  4. Ease concerns. If someone thinks that your systems may have been hacked, privacy is a major concern. GoDaddy assured its users that all their personal information, credit card info, etc. was safe. If something was compromised, inform your customers of the steps they must take to secure their information.

  5. Money back. If something happened that disrupted the services that you pay for, customers may expect some restitution. In all honesty, the previous four points will go further to repair your brand. However, there will be customers that expect compensation. Make it clear and easy how to do so, so as not to frustrate your customers further.

Posted in Tips & Resources, Online Branding

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