Whatโs in this article:
- BrewDog owners respond to departing staff over toxic work culture claims by formally apologizing and vowing to become a better employer
- From a CRM POV, saying sorry is a smart move that can help the brand craft even stronger relationships with customers
Saying sorry isnโt easy. Many brands try to avoid responsibility by not using the words โweโre sorryโ or โwe apologizeโ even when they mess up.
Thatโs not the case with the UKโs fastest-growing alternative beer brand, BrewDog. It took 100% blame after allegations were made by ex-employees about the companyโs โtoxic attitudeโ and โculture of fear.โ
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In an open letter, former BrewDog staff said they had โsuffered mental illness as a result of working at Brewdogโ. In another part of the letter it said, โBeing treated like a human being was sadly not always a given for those working at BrewDog.โ
According to Sky News, 61 signatories to the letter calling themselves Punks with Purpose accused the craft beer brand of being uncaring, relentless, and hungry for publicity.
If you want to read all the details, hereโs the open letter:
An open letter, to BrewDog. pic.twitter.com/xEd3B83qot
โ Punks With Purpose (@PunksWPurpose) June 9, 2021
BrewDogโs response to the claims
BrewDog Boss responded to the claims by promising to become a better leader.
โItโs very clear, looking at the feedback, we havenโt always got things right here,โ said BrewDog co-founder and CEO James Watt. โWe have to see this feedback as an opportunity to get better. We have to learn, we have to act. We have to take it on the chin.โ And they used the โA-wordโ:
The statement from BrewDog released states that the brand will do better by conducting independent and structure reviews, exit interviews, employee representative groups, career development and training, and more.
Hereโs the full statement:
A statement from BrewDog. pic.twitter.com/uMSsF8R7uh
โ BrewDog (@BrewDog) June 17, 2021
Why it matters from a CRM POV
Apologizing provides brands with an opportunity to connect with customers on an emotional level โ showing them youโre honest, sympathetic and thoughtful. All of which are crucial intangibles nowadays to building meaningful customer relationship.
Along those lines, when brands admit that theyโve made a mistake and own up to it โ customers appreciate the authenticity.
Announcing the mishap publicly canโt possibly hurt a brandโs reputation more than the allegations themselves. Smart move, BrewDog. We cheer for you to do better.
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