Jesus commented, “This tax man, not the other, went home made right with God. If you walk around with your nose in the air, you’re going to end up flat on your face, but if you’re content to be simply yourself, you will become more than yourself”. (Luke 18: 14)

A customer unhappy with the service she received from an app-based delivery service mailed customer support to complain. Her complaint made the rounds of the small start-up and eventually landed in the email of the CEO, who first outlined for his employees how to resolve the customer’s problem, but then added, “Someone also please tell her to f— off!”

The customer received an emailed response from the company’s support team that contained the thread of internal comments including the CEO’s. Whoops! The customer promptly took to Twitter to record the insult.

The CEO then promptly took to the company’s blog to apologise, calling it “a bad joke which was in very poor taste”.

The CEO’s initial half-hearted apology didn’t go over well with folks on Twitter. It seemed that a simple, “I am deeply sorry. I’ve made a mistake,” would have been much more well-received, and, in fact, was when it was eventually made.