Here are my take-aways from this whole fiasco: 1) If you're in a business where your customers' lives could be seriously impacted 24/7, you must be reachable 2

Here are my take-aways from this whole fiasco: 1) If you're in a business where your customers' lives could be seriously impacted 24/7, you must be reachable 24/7. 2) When something goes horribly wrong and far outside any predetermined policy, follow in the footsteps of Derek Sivers, Tony Hsieh, Gary Vaynerchuk, and the thousands of business owners that have come before them and just do right by the customer. Don't worry about setting precedent, don't worry about losing money (within reason), just do whatever you can to show that you truly care. Make sure all your employees know this & give them the freedom to make decisions on their own to help the customer. 3) Don't create a situation where you're "clarifying" what your customer has said publicly and calling into question their feelings. 4) When you screw up (and you will), own up to it in a public way as quickly as possible. Make a big deal about it. Your future customers will appreciate the candor and seeing your commitment to getting things right.