Even though it was months ago, Smile have just emailed their customers to apologise for an external link they inserted into a customer promotional email, admitting that it wasn’t in line with their own strict online guidelines. It’s for this sense of responsibility, transparency, honesty and good communication skills that customers love Smile.

Other brands, particularly banks, take note.

Hello XX XXXX,

Back in September we told you about the exciting new benefits….

….We’d also like to say sorry for the September email, as it contained a link to an external web address asking for your personal details. While this external website was safe and secure and hosted by our friends at Lifestyle Services Group, we’ve realised that this sort of practice is not in line with our customer promise to you. So we’re sorry if it worried you and we promise not to do it again.

We wish you a happy new year.