Sending a e-Gift card when you screw up an order

Does it put out the fire, or add gas to it.

[lgn1]

We run a well oiled just in time inventory management system, and screw up's usually involve weather and couriers, causing us to be a few days to a week late on our service standard, which greater than 99% of the time is no fault of our own. This sometimes result in the cancellation of the order.

Unfortunately the Murphy's law of ecommerce usually applies: The order you screw up will be from a customer that have mental health or anger management issues :)

My business partner thinks that we should in addition to just apologizing, that we should send a $20 e-gift card to be used on a future purchase. The e-gift card is fully transferable, and does not expire.

I'm more of the don't poke the bear attitude. Just apologize, and let the issue die.

Who do you think is right?

[LifeinAsia]

I don't think there's a "right" or "wrong" answer. In many cases, even the e-gift card isn't going to mollify the extreme ones. On the other hand, it does help build goodwill, especially for the ones who would have been happy with just an apology. So if it doesn't affect your bottom line substantially, the e-gift card can be a nice gesture.

As a compromise between you two, maybe make it non-transferable and expire within a year or two?