Just as your company may need an e-mail management service to help process customer submissions and respond correctly, the same capabilities that make this attractive for this aspect of business can also be a boon to a company's own internal messaging. And while staff that works with e-mail can serve as a helpful mitigation tool between business and client, they might also help avoid the problems generated by potential gaffes.
In particular, we can see how this service has been used in the case of Postmates, a delivery company. CEO Bastian Lehmann reportedly responded to one customer email with a message communicated to the customer service team that included an inappropriate comment about the consumer, described in a release from the company as "a bad joke which was very poor in taste."
However, while Lehmann might have thought that this conversation was "private," it's become very clear how public these communications can become. The email was forwarded to the person whom the "joke" concerned, resulting in a major embarrassment for the CEO and the company.
"I immediately reached out to the customer and offered my full and sincere apology," Lehmann's statement read. "I would like to extend that same apology to all of our customers and Customer Service team. There is no excuse for this."
There can be pressure in situations like this for online customer services to act in a certain way to either protect the reputation of the company or expose it, but that doesn't seem to have been the case here. But it does help us see how an e-mail management team has to do more than simply ferry messages back and forth: they play a vital role in the way the company could be eventually perceived and remembered.