Customer Stories

No matter if you’re a family business or big corporation, a touch of meaningful customer interaction can take you a long way. Read about some of the brands we have worked with.

BT (British Telecom) is one of the UK’s leading communications companies and provide broadband, TV, phone, and mobile services to millions of customers in the country.

Problem

With so many customers relying on BT’s services, maintaining strong customer relationships in a world where switching providers is so easy is a big task for the BT Customer Support Team. They were in search of a way to improve retention, reduce compensation spend, and boost customer satisfaction, especially in complex and long­running support cases.

Solution

Sorry as a Service has helped BT empower their escalated complaint handling agents to rebuild the emotional relationship when the unfortuante has happend. Agents are now able to simply personalise and send a mix of handwritten cards, truffles, and flowers.

Results

BT saw a favourable reduction in customer churn and a whooping 90-95% of agents received positive feedback from customers either through email, phone, or social media love. Sorry as a Service was able to provide a way for BT to emotionally connect with their customers in a scalable way.

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.”

Dan Ballin, BT Innovation Executive


Trouva is an online retailer that gives people a unique opportunity to shop 150 of the UK’s best independent boutiques, at the click of a button. They use Sorry as a Service to make sure that their customer experience is as unique as the products they offer.

Problem

In e-commerce, a lot of money is spent on acquiring customers, but not enough attention is spent on building their loyalty and encouraging repeat purchases. While being a bridge between independent boutiques and customers, sometimes items could be out of stock or arrive after the promised time. Trouva needed a solution to ease logistical hiccups and make sure that people would love their shopping experience and come back for more.

Solution

Sorry as a Service created personalised delights just for Trouva that were incorporated into their customer on-boarding. All new customers received a personalised card thanking them for their purchase and that resonated well with Trouva’s brand and mission to let people explore and experience unique treasures. In the case of a fault on Trouva’s side and out of stock/delayed items, customers would receive hand-piped cookies apologising for the wait and expressing their value as a customer.

Results

After working with Sorry as a Service, Trouva experienced an increase in repeat customer purchases and a ton of social media love. The feedback resonated true brand loyalty with people sending back their own handwritten notes thanking Trouva for such a nice surprise. This strategy fit perfectly for a retailer wanting to go above and beyond in making their customers happy.


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.

Problem

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.

Solution

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!

Results

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.

Eva-Liisa Šmarjova, Pipedrive Marketing Specialist

“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.”

Eva-Liisa Šmarjova, Pipedrive Marketing Specialist


Credit24 provides personal finance solutions in 7 different countries stretching from the Baltics all the way to Australia. They reached out to Sorry as a Service for solutions to very unique problems.

Problem

Being a personal finance company, Credit24 struggles with an industry that has been discredited by competitors and plagued by a poor reputation. Triin Reiser, the Group Customer Care Manager at the company was looking for a solution to express their credibility and empower their customer support team to go the extra mile for any hiccups on their end.

Solution

Sorry as a Service designed beautiful delights that resonated perfectly with the Credit24 brand and instantly set them apart from their competitors. The customer service team was equipped with Sorry as a Service accounts and Chrome extensions that seamlessly fit with their current CRM and made dispatching delights to customers a breeze.

Results

Credit24 received a generous amount of feedback from customers who appreciated their old school approach to customer service. Along with an increase in their Net Promoter Score, they saw a bump in their vital retention and repeat customer KPIs. Lesson learned: even in a tough industry, customer happiness is totally possible.

Triin Reisser, Group Customer Care Manager, Credit 24

“In a digital world, people are not used to receiving something physical in the mail. The impact has been amazing for our relationships in Credit24.”

Triin Reisser, Group Customer Care Manager, Credit 24


LGFG Fashion House makes premium bespoke suits for demanding clients worldwide. They use Sorry as a Service to make their customer experience as unique as their garments.

Problem

LGFG pride themselves on their word class clothiers, products, and especially, their service. To create top-notch quality suits for top executives and managers worldwide is a time and labor intensive process. LGFG were looking for a unique solution to help them surprise and delight their customers from start to finish.

Solution

The Sorry as a Service team created solutions specifically tailored to LGFG and their brand. Before LGFG’s specialist clothiers even arrive for their appointment with the client, SaaS dispatches a handwritten appointment confirmation attached right to their catalogue. Creating a bespoke suit can take up to 8 weeks. In that time, we dispatch a small surprise to thank customers for their order. And even 6 months after receiving their suit, individualised handwritten cards are sent to show that LGFG appreciate their business.

Results

Our solutions helped LGFG make a huge imprint among their competitors for excelling in customer service. Thanks to the handwritten appointment confirmations, they saw a whooping 50% drop in cancellations and helped maximize the efficiency of their clothiers. Their clothiers felt empowered, their Twitter saw some love from customers, and LGFG reached their goal of going above and beyond in every way.


With 14 million customers in 9 countries, Tele2 AB is a major European telecommunications provider. In 2015, they joined forces with Sorry as a Service to provide exceptional customer experiences.

Problem

With so many customers throughout Europe, Tele2 found itself spending a considerable amount of money dealing with customer complaints in a financial way. They felt that this approach was neither effective, nor fostered the kind of relationships they wanted to have with their customers. Tele2 wished to empower their agents with the possibility to add a personal and emotional touch to any complaint they handled.

Solution

Sorry as a Service worked together with Tele2 to craft personalised delights that would resonate with their customers and be more cost­efficient than the financial goodwill they had been utilizing before. We made their Sorry as a Service Chrome Extension work seamlessly with their in­house CRM and enable agents to send personalized gifts with a few clicks. We arranged onboarding and trainings with the 12­ agent team share best practices and make them pros at the system.

Results

Since February 2015, Tele2 has achieved their goal of fully empowering their customer escalation team, reduce their goodwill spend, and boosted their word of mouth recommendations. Even besides the great customer feedback they received, they got proof that personalised delights were a much more effective approach than the financial goodwill they were previously using.


Auto Service Finance was founded by James Jackson and Jack Allman to help motorists spread the cost of car repairs over three interest free payments. It is also a great service for the car dealerships, which get increased service and repair jobs. They have experienced strong growth since their inception in 2013 and have been exploring innovative and new solutions for further expansion. They joined forces with Sorry as a Service in order to increase their user engagement from the dealerships.

Problem

Auto Service Finance were dependant on active engagement from the service agents in the dealerships to proactively offer their financing service to customers. The agents would often forget to offer the service and Auto Service Finance needed a way to encourage and motivate the agents. Auto Service Finance was seeking stronger product onboarding and adoption from the agents to encourage and motivate the service agents.

Solution

Sorry as a Service helped analyse the problem, and designed a set of personalised cookies and thank you’s with an integrated flow that simplified sending a delighted to the customer agents after the initial booking of the service. This surprise helped gamify their product, and the service agents responded positively to the encouragement and recognition.

Results

The immediate results of sending out the recognitions to the dealerships were that Auto Service Finance started to receive praise through emails and tweets with photos of the personalised cookies and thank you’s. A significant increase in car repair loans offered was registered, as service agents became more engaged through the recognition, and overall more positive.


Broadcasting from London, Viasat is a satellite broadcaster and pay TV operator in the Nordic and Baltic markets. They have been working with Sorry as a Service since 2015.

Problem

Their head of Customer Support, Annemarie Vatsel, was struggling with post­complaint churn and NPS detractors. She was looking for a solution that could help rebuild the emotional brand connection after a complaint and empower their frontline agents to provide an exceptional experience throughout any issue that their customers faced.

Solution

Sorry as a Service mapped out the reasons that were most likely to cause a customer to leave, and designed bespoke personalised delights that could easily be dispatched to their customers. We built an integration with their customer relationship management system ­ CRM.com, and trained and onboarded their agents to best deal with the situations they were faced.

Results

In just over a year, Viasat saw their customers renewing 35% more even after they had made a complaint. By targeting and personalizing delightful retention experiences to customers in danger of churning, Sorry as a Service was not only able to retain customers, but also saw great word of mouth and a boost in their NPS scores! Mission accomplished.

Annemari Vatsel, Head of Customer Service, Viasat

“When communicating with our clients, we always want to give a little bit more then just answers to their question. Even though we give our best, mistakes happen. We're confident enough to own up to our mistakes. A small delight can give them a warmth and bring a smile on their face, knowing that we actually care about them. ”

Annemari Vatsel, Head of Customer Service, Viasat


Lingvist takes a real scientific approach to language learning. It is built on algorithms that make it possible to learn a language in just 200 hours! The co-founder Mait Müntel was working at the Hadron collider at CERN, when he built his own language learning platform to learn French. He found the existing solutions too slow, and inefficient, wasting his precious time.

Problem

Lingvist needed to collect valuable feedback from the end-learners who had been using their platform in order to evaluate the effectiveness of their language learning methods. They needed to recruit global learners in order to test and validate their new methods, but the issue consisted of giving users an incentive to go through with it and provide them with feedback.

Solution

Sorry as a Service developed an automated solution for Lingvist, which would send out thank you’s in order to motivate the learners, without creating any hassle. Whenever a learner went through the required steps and put the hours into the platform and providing feedback, they would receive physical personalised thank you in the mail.

Results

Not only did Lingvist see an increase in the number of learners finishing all their steps, but they also received a lot of positive feedback from learners who had received their thank you’s. The amount of valuable feedback increased so they had a lot more data to help them improve and better their learning platform. As the solution is completely automated, Lingvist did not need to think about when to send them out, or to whom. The genuine appreciation Lingvist has for their users was easier conveyed through the help offered by Sorry as a Service!

Ave Habakuk, ‎Business Developer, Lingvist

“Some of our users go out of their way with their feedback and input to help us build Lingvist. It’s difficult to convey over the internet how much this means to our team. Sorry as a Service helps us deliver our genuine thanks and keep users amazed about Lingvist. ”

Ave Habakuk, ‎Business Developer, Lingvist