Developer wanted!

Sorry as a Service is one-of-a-kind platform that allows companies to up their customer experience game and send personalised delights to their customers right through the good ol’ post. All of this at a touch of a button with the help of our technology.

To achieve this ambitious mission, we need one more person in our development team. You’ll be supported by an experienced and rapidly growing team throughout your mission! It’s ok if you haven’t heard of some of the technologies, you’ll pick them up quickly with our help:

– – – Grails 3
– – – Angular 1 & 2
– – – Elastic search
– – – Mariadb & Mongodb
– – – Git
– – – Jenkins

Learn fast and grow faster in a startup that took part in one of the best accelerators in the world - Techstars London 2015. One of our clients is also our main investor operating in more than 30 countries in the world. We’ve built up a team that’s excited to share their knowledge and always open to learning from you.

siim.valdaru@sorryasaservice.com
+372 5907 6364

Case Study: Pipedrive and Sending Swag to Closers

Pipedrive is a web-based sales management tool designed to simplify the sales process for small and medium-sized businesses. They joined forces with Sorry as a Service to boost their efficiency in delivering exceptional customer experiences.

Rewarding loyal customers with surprises in the post is part of Pipedrive’s business philosophy, but it was eating into Marketing Specialist Eva-Liisa’s schedule and causing her a lot of hassle. Rather than focusing on her area of expertise, Eva-Liisa was losing precious time packing and sending out surprises. Pipedrive needed a solution that would make the entire process more efficient and less of a headache.

Sorry as a Service relieved Pipedrive of its warehouse management and logistics burden by providing an integrated tool that allows Eva-Liisa to send out surprises with just a single click of a button. Now she can select a gift – personalised with a handwritten note – in 30 seconds or less, headache-free!

Our solution saved Eva-Liisa considerable time, making it possible to send out more surprises and provide even better customer support. The number of happy customers has since skyrocketed, and Pipedrive is confident that they can continue to build strong customer loyalty thanks to their improved efficiency.

“Sending little gifts to our customers and our supporters is made as fast and easy as possible by using Sorry as a Service. It doesn’t matter if we use it to say ‘sorry’ or ‘thank you’, it works both ways. The real value of the service is all the time we have saved by outsourcing the service.” said Eva-Liisa Šmarjova, Marketing Specialist from Pipedrive.

Belron together with L Marks invests £120,000 in Sorry as a Service

Belron - the world’s leading vehicle glass repair and replacement group, alongside with their innovation partner L Marks has recently announced an investment into the growing UK/Estonian startup Sorry as a Service, as part of their innovation programme “Drive”.

The relationship started in early 2016, when Sorry as a Service joined the “Drive” innovation programme and got an inside look at the customer and digital operations of Autoglass and how they handle relationships with their customers. The SaaS team crafted a proposal with smart and unique solutions that help Autoglass go the extra mile in making their customers happy. Among the solutions were creative ways to apologise to customers, help recover them, estimate their level of frustration, and create a strong feedback loop for customer support agents. Sorry as a Service will use the investment and insights to bring the solution to the next level, delivering a sophisticated customer retention and goodwill management platform for enterprise customers.

The Belron team found their solutions to be effective and unique, and decided to help SaaS grow and expand their UK operations with various investments totaling an impressive £120,000.

Nick Burton, Head of Digital & Innovative Technology at Belron, said: “We’re delighted to be able to continue to work with all the startups that took part in Drive. Each startup has brought a different type of solution that could really make a difference to our business. We’re thrilled to be investing in Sorry as a Service and can really see the potential of their approach and the value it will add to Autoglass. This has been a really successful initiative; we are really pleased at how working with startups has challenged how we think about, and approach, the things we do every day. We’re looking forward to being a part of the growth of each of these startups.”

The whole Sorry as a Service team is excited to have Belron on board and thankful for the insights and support they have received throughout the year. They are sure this cooperation will bring Autoglass happier customers and even more innovative solutions to age-old customer service problems.

Agony Aunt — How do I significantly boost our service NPS score?

Dear CS Agony Aunt,

I work in a large corporation where we are very focused on our Net Promoter Score. I’ve been challenged to improve our NPS by 30% over the next year and I am struggling to see how I can achieve this.

We already have live chat in place, we have worked hard on introducing a new IVR system in our call centres and all our emails have been re-written to appear more personal.
What can I do? Can you help?

Carol McKinsey,
Marketing Director


Dear Carol,

Thank you for contacting me.

The focus on improving Net Promoter Scores is something I see a lot of companies focusing on and I imagine that over the next 18 months more organisations will be introducing challenges like the one you’re facing to improve NPS by a considerable jump.

Faced with a challenge of a 30% improvement when you’ve clearly already been on a journey to improve the customer experience on the face of it may seem impossible, but there are ways to achieve it.

The first step, which you may have already done is to understand who your biggest detractors are and the customer journey they go through which is making them unhappy.

By mapping out all the customer touch-points you can red flag the ones that are causing your detractors the most pain.

By focusing your NPS improvement efforts on these particular parts of the journey you will have maximum impact on your overall NPS score.

TransferWise recently started using Sorry as a Service to turn complaint calls (one of their big red flags) into experiences that made their biggest detractors turn into their biggest advocates.

By Simply sending our personalise physical apologies - chocolates saying “Sorry Jason” they saw their NPS jump.

Similarly BT saw the impact of using physical apologies to turn customers frowns upside down.

If you take that approach, I’m sure you’ll be able to exceed your 30% target!

Let us know when it works,

Yours helpfully,
CS Agony Aunt


Write to the Customer Service Agony Aunt!

Do you have a customer service or experience challenge or query? Been set a target that seems unachievable? Struggling with low CSAT scores, or a NPS score that never seems to want to become positive? Write to the Customer Service Agony Aunt with your problems: agonyaunt@sorryasaservice.com

Seeking a UK General Manager!

We are Sorry as a Service and we are looking for an impressive General Manager to join us in our UK office. Are you the one?

Sorry as a Service is one-of-a-kind platform that allows companies to up their customer experience game and send personalized delights to their customers right through the good ol’ post. All of this at a touch of a button with the help of our technology. In turn, they can minimize any damage from a faux-pas, and express their human side by making their customers happy. Everybody wins!

To achieve this ambitious mission we are after, we need someone to help with our aggressive expansion in the UK by identifying companies to work with, building and nurturing relationships, meeting our UK customers, and keeping them and their customers happy. One of your main tasks will be to build up a superstar sales team.

And guess what? You’ll be supported by an experienced and rapidly growing team throughout your mission!

This is a wonderful opportunity to learn fast and grow faster in an exciting startup with an already impressive presence in Europe. Not to brag or anything (but really, we’re bragging), Sorry as a Service took part in one of the best accelerators in the world - Techstars London 2015. We’ve built up a team that’s excited to share their knowledge and always open to learning from you too. And, as the cherry on top - you’ll get to work with big names such as BT, Autoglass, TransferWise, Lingvist, and Pipedrive.

What you’ll do:

  • Develop and execute ventures in the UK market through operational and strategic actions

  • Use your strong drive and impeccable communication skills to negotiate

  • Establish and maintain relationships with some of the top enterprises in the UK

  • Work closely with our team in many different areas

  • Demonstrate an ability to work independently and in a team

About you:

  • Live in the UK and your English would make The Queen jealous

  • 5+ years of experience in enterprise sales and/or business development

  • Prior experience in building, running, and motivating a sales team

  • You’ve experienced rapid growth in a startup environment from the ground up

  • Proven track record of success in closing major partnership deals

  • Self-motivated and have a history of coming up with creative solutions

Send a hello at hello@sorryasaservice.com

Case Study: Credit24 going above and beyond with Sorry as a Service

Meet Triin Reisser. Triin is the Group Customer Care Manager at Credit 24, a personal finance company based in 7 countries including the Baltics, Finland, and even Australia.

Triin shared with us her experience with Sorry as a Service and how Credit 24 strives to be a customer centric and trustworthy brand while helping their customers with short term financial issues.

Credit24 faced several problems. Firstly, there are many irresponsible competitors that have discredited the industry making it hard to differentiate yourself as a trusted and customer centric brand. Personal finance is strongly based on trust, hence, ensuring that Credit 24 agents are able to build and maintain customer relationships is a top priority.

Just as in any business, things sometimes go wrong. How do they take this as an opportunity to build an even stronger relationship? Sometimes a simple email and phone call aren’t enough to express customer appreciation. Agents want something that lets them go above and beyond.

Sorry as a Service came into the picture over a year ago and recognised the issues Credit24 was facing. Their motivations to excel in customer happiness was strongly evident. Our creative partners found and designed items that strongly resonated with the Credit 24 brand.

All of their agents were set up with a Sorry as a Service account and Chrome extension that seamlessly fit into their current Customer Relationship Management software. With one or two clicks, their agents were able to follow up any customer conversations with a surprise sorry or a delightful thank you.

In the end, Credit24 received a generous amount of positive feedback for their old fashioned approach to customer experience and saying sorry. Not only did their Net Promoter Score show positive results, but they also bumped up their vital retention and repeat customer KPIs.

Credit 24 has been able to delight their customers and improve their results in an industry that has been dampened by a poor reputation. In a time where most customer interactions are mostly digital, surprising customers through the post has showed the true value of personal interactions.

Case Study: How Trouva used Sorries to get social media love

Have you heard of Trouva? Grazia called it “Your new online treasure trove” and it is an awesome online shop that lets you shop 150 of UK’s best independent boutiques all in one place. It has been called Trouva loves their customers, but is also smart enough to know that sometimes human and/or computer error cannot be avoided. That’s life. That’s also why Trouva partnered with Sorry as a Service to make sure that if the inevitable happens, their customers know that they are important and loved.

Since December, Trouva has been sending personalized delights to their customers that have experienced anything but exceptional customer service. Why? Because a handwritten note or a personalized cookie can express “I’m sorry” much better than an email ever could.

People not only stayed as customers, but they also expressed their gratitude via social media by sharing photos and kind words.

For example, Emily Tweeted her appreciation for the medium of the apology:

Gustavo Facebook’ed his plans to stay as a loyal customer:

Alice got excited about the cookie she received when Trouva didn’t have what she was looking for:

And Shavonne voiced her shock for such great customer service:

A whooping 18% of customers who received personalized delights from Trouva responded back to the company through social media and email. And here at Sorry as a Service we call that mission accomplished.

Moral of the story?

Don’t just say sorry. Show your sorry and what could easily be angry rants and lost customers can turn into a whole ‘lotta lovin’ on social media.

Case Study: BT and Customer Love

Sorry as a Service is excited! Why? Because we have just partnered with one of the biggest names in the UK - BT.

Yes, that’s right, we are now helping BT with their executive level complaints and delighting their customers with individualised sorries, thank yous, happy birthday and more. Not only do we think that we have a lot to add to BT’s customer service, but we also think that their values of innovation and being there for the customers is exactly what we’re all about. BT is a really exciting organisation to be working together with.

Dan Ballin, BT Innovation Executive: “BT invests heavily in providing a high quality customer service, but very occasionally things can go wrong. And when they do it is important for us to apologise to our customers and for them to see it is a heartfelt apology. This is why BT is excited to be working with Sorry as a Service.”

Since December, we’ve already had time to hear some great feedback from BT customers, just like this one:

Emotional Connection — What Matters More than Customer Satisfaction

A great advisor just shared with us a video at the Harvard Business Review that really resonated with out thinking about customer relations.

If you manage to foster an emotional relationship with your customers, they tend to be 25%-100% more valuable!

Check out the succinct video below, and on the HBR site here

Build Brand Loyalty With Experiences & Service, Not Cheap Deals

The recession and social media have forever dislodged the brand loyalty many companies once relied on with their customers. Price sensitivity, as a result of the recession, forced customers to shop for bargains, pushing numerous brands into pricing wars.

The economy is improving, with indicators from wages to retail and house pricing all indicating a return to normal. However, this isn’t the pre-recession normal larger brands enjoyed, when customers were less concerned about pricing.

In this post-recession normal, pricing trumps loyalty. The internet has made shopping for bargains easier than ever, with browsing in a store and buying online (often from a cheaper competitor) just one-factor retailers have to contend with in a more cost-conscious world.

Bargains do not create brand advocates

Consequently, brands are under pressure to perform, but many, especially in the retail, banking and telecoms sectors are struggling with increased churn, forcing ongoing price-centric strategies, rather than retaining customers through sustainable incentives.

No brand can afford to maintain a price war forever. It will never be sustainable. It is a quarterly, short term tactic, at best. At worse, it drives away customers who signed up to a service or bought products at a higher price point.


Speaking to Forbes, Armando Azarloza, President of The Axis Agency said, “[A price war] is bound to fail because it doesn’t support lasting and meaningful engagement. It’s “moment marketing” – and it will not allow you to become part of your consumers’ reality and experiences.”

Echoing that sentiment, Robert Wolcott, a Clinical Professor of Entrepreneurship & Innovation at the Kellogg School of Management said, “[Brands] earn loyalty by creating meaningful experiences across all contacts in ways that matter to customers.”

An Alternative to a price war: experiences, service and gifts: reward loyalty

Price will always factor into a consumer’s brand experience. Minimum wage millennials won’t be shopping at Louis Vuitton every weekend, any more than luxury fashion customers will be waltzing around Walmart. Brands price according to their market and audience, but they can alienate their audience when they focus too much on price.

Brands such as Starbucks and Nike win customers through lifestyle marketing; as Armando Azarloza said “become part of the daily lives of their consumers. They share each other’s experiences and advance a movement. They aren’t positioning themselves; they are the position.”

Physical gifts are another way to align your brand more closely with your customers values. Digital moments are too fleeting.

A small gift, such as flowers, wine, chocolates, a handwritten note, is a more personal gesture. A way of showing you care, that they are more than just an account number. When things go wrong, customer trials indicate that psychical gifts generate a 12x return on a simple verbal apology.

Customer loyalty is a moving target, especially in a crowded market, where brands are all trying to rise above the noise on social media by shouting louder. Sales and bargains are arsenals in a never ending war. Creating memorable experiences, which includes delivering thoughtful gifts, is one way to stand out from the crowd and show you care, using more than mere words.