The customer is always right…except when they are not

Why an apology online isn't always your best response

Iconic retailer David Jones found itself in hot water after giving a disgruntled customer a tepid response to her online complaint.

In a since deleted post, a Facebook user posted on the company's page to express her disappointment in using Adut Akech, a 17-year old Adelaide based model, on the cover of their latest catalogue: "How on earth am I expected to relate to this cover? I can't wear any of her make-up, I don't know ANYONE who looks like her...she could have been used on the back page..." David Jones responded with a generic marketing message:

The reply attracted the ire of other facebook users, unhappy with the retailer's attempts to pacify the customer: