‘ASOS recovers from website downtime with agile email’ – Econsultancy
Ben Davis says, “With modern business so defined by customer centricity, it seems an absurd statement of common sense to suggest that the way to get customers back on side after a poor experience is to make them happy again.
That’s obvious right? Sort of, except that many companies simply apologise for downtime and then carry on regardless.
ASOS must be credited for turning a crisis into an opportunity with its email marketing.
The crisis
The ASOS website and app were down for more than 12 hours on Friday, prompting many to suggest Brexit had begun its wrathful decimation of business and society.
In fact, it was apparently due to a power outage at a third-party data centre.
More practically, this crash will have a led to a number of stalled orders, including checkout fails that are naturally the nightmare scenario in ecommerce, as is such a long period offline”.
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