It’s storming outside in Boston, but the CEO of Boloco has an announcement to make. Despite the conditions, his store will remain open. What follows is hate mail from customers, which triggered Boloco’s response.
The CEO responds well to many points:
- He incorporates the reasons why customers are mad by drawing in direct quotes.
- He clarifies misconceptions:
- employees were actually offered the right to leave;
- employees were offered rides and cab fare;
- employees need the $ – they suffer loss of wages when the stores close.
3. He provides an apology for the misunderstanding
4. The tone works. It’s conversational and honest.
So What Doesn’t Work?
- The P.S. At the end. We expect a P.S. Thank you for your concern about our employees. We have the best employees in the world and we are concerned about them too. OR We’re starting a special scholarship to keep employees warm this winter called the Boloco fund. But instead, Mr. Pepper peppers use with a marketing message, a link the heritage of his company on YouTube. The P.S. undermines the note.
Full Text below:
“To all of our customers and friends,
We sent a “fun” email about an hour ago to let you know that despite the incoming storm we are, yes, OPEN for business. Since then, we’ve received more hate mail in a 60 minute span than at any other time. Here are a few examples:
“WTF are you bragging about keeping your stores open for? T is closing at 2, let your employees go home! Bad form.”
“Well, smarten up, and close! No point in putting employees at risk…”
For the record, we have allowed all team members who need or want to go home to do so. Many didn’t come this morning. For those who stay, we have offered to pay for taxi fares home and offered to give them rides (I have offered to drive people myself).
We have no visions of making great chunks of money today. We won’t. No, we stay open because we employ people on an hourly basis who rely on Boloco being open to pay their bills and care for their families. When we close, they make no money.
As long as we all, collectively, deem it to be safe for our team members to be at work and can provide team members with safe and reliable transportation home, we will always opt to give them a chance to earn the income they need.
I’m sorry that that yet another email has now been added to your endless inboxes, but I thought some of you would appreciate an honest explanation and apology for this misunderstanding.
Stay safe everyone. We’ll take care of ourselves, our families, and our team members, and you do the same for you and yours!
CEO & Co-Founder