Customer loyalty is a fragile thing. Break the trust of your clients, make them feel betrayed, and you may never see them again.
Those who prefer stocking their fridges with supplies purchased from Whole Foods most definitely experienced some of these feelings last week, when it became public knowledge that the supertanker chain has been overcharging customers.
But now, the brand has shown some decency by having two (2) of its top executives, John Mackey and Walter Robb, record a two (2) minute long YouTube apology in which they ask forgiveness for the pricing mistakes that they’ve make with their New York stores.
They reassure customers that they’ve learned the error of their ways and that they are active working on fixing the problem, as well as their image as a brand and a food chain.
The two (2) CEOs stress that the overcharging was not intentional and that it simply occurred because of a really small percentage of mis-weighing mistakes that happened while employs were packing fresh sandwiches and freshly squeezed juices.
They go on to say that such mistakes are not uncommon when dealing with fresh products and that people should not take it as a sign of mal-intent as a closer look at the issue revealed that some of the mistakes that were made favored the customers, while others were in favor of the food store.
As a way of cleaning up the brand’s image, Mackey and Robb announced that the company is taking no less than three (3) steps to make sure that the situation won’t repeat itself.
First off, Whole Foods will start to train their employees better and give them a better sense of weighing procedures.
Secondly, a third-party auditor will be hired to monitor the above mentioned training process and assess its efficacy.
Last but not least, the duo encourages people who think there is something suspicious about their package to ask the cashier to check and see if the weight of a product is accurate or not. They added that if a mistake is not in the customer’s favor, they will receive that product for free.
The company also promises to update customers on its progress, or lack of progress, in roughly 45 days.
Image Source: money.cnn.com