Many of you have probably experienced big or small problems, bad customer service, coupon codes that don’t work or even newsletter subscription forms that don’t go through. It is not very often though you hear from brands admitting their mistake and taking action to resolve things fast enough.

We received an email this morning from the guys at Bum-Chums. The fast growing, British men’s underwear brand identified an error which involved the new 2-step confirmation in joining their newsletter to receive a 15% checkout discount for joining. The people affected didn’t receive their code.