#长文创作激励计划#
01
The fact that the female employee of Bawang Chaji was publicized by the store after her resignation has been noisy on the Internet for several days.
Left and right, I thought that I would wait for the head office to calm the anger of the people, but I didn't expect to see this "apology statement" The moment I saw it, I was really angry.
Obviously, it's not a question of apologizing or not apologizing, it's a matter of not realizing the seriousness of the matter.
The woman whose ID card was posted was Chu, 18 years old, from Xinjiang.
On April 2, after recruitment, he joined Bawang Chaji Henan Zhoukou Fugou Yifeng Plaza Store.
According to the store involved, in the same month, Chu, who had not been in the company for a long time, was complained of "bad reviews" because of a dispute with a customer. Subsequently, Chu resigned on May 26 through the normal procedures.
I thought that was the end of the matter.
But what Chu didn't expect was that the day before she left, she was "publicized" by the store where she was located.
Not only is her name clearly written on it, but also her ID number, and at the end there is the result of her personal treatment:
Give the sanction of expulsion and blackmailing, and must not engage in any related work for three years.
This made the second monk Chu puzzled.
Even if he violated the relevant regulations of the company, he also paid the price of resignation, why was his privacy publicized by the store?
There is always a feeling that dignity is being trampled on.
Therefore, she took a photo to protest to the store as soon as possible, but the reply given by the store was: It was only posted for 1 hour, in order to show the supervisor.
Chu was definitely not happy with such a reply, and argued with reason, hoping that the store would give him a reasonable explanation, but the store obviously didn't take her emotions seriously, and directly threw out a sentence:
If you want to make trouble and go to the branch, don't look for me.
Chu, who knew that her arms couldn't twist her thighs, had no choice but to post this matter on the Internet, hoping that netizens would make decisions for her.
Unexpectedly, it really set off a wave of public opinion crusade.
Almost one-sided public opinion was given to the side of Bawang Chaji, and the head office apologized for the incident of "being posted public after the partner left the company", and the store's statement about posting Chu's ID card information to the outside world also became:
The employee had an argument with the customer and was complained, the announcement was to appease the customer, the ID card information on it was fake, not the employee's, and the notice was never posted, and I didn't know where to throw it on the day it was printed.
From "supervising and seeing" to "showing customers", from "only posted for 1 hour" to "never posted", although the store involved explained conclusively that "the publicized ID number was made up casually by the store manager, and it was not Chu's ID number at all", it still could not calm the anger of netizens.
It can even be said that this operation not only did not play a role in extinguishing the fire, but even burned the fire of public opinion even greater.
It is also a well-known enterprise with a good reputation, and it is also a leader of private enterprises that has developed rapidly in recent years.
In fact, from the attitude of dealing with crisis public relations, it can be seen steadily.
Generally, after the crisis public relations, the first reaction of a well-known enterprise is to "defend itself" openly and secretly.
The better ones, the ones who came up immediately admit their mistakes, and the worse ones, the head iron, as long as the netizens can't grasp the handle, they will resolutely not admit their mistakes.
But how did Fat Donglai do it?
02
Some time ago, because of a dough rolling cooperative shop in his own food city, he privately changed the raw material processing point in violation of regulations, resulting in a worrying health situation, and Mr. Li, a netizen who was sent raw materials, was exposed, causing a new round of food safety crisis.
After the incident, the staff of the relevant departments of Fat Donglai, in accordance with the formal complaint handling process, immediately let the store involved suspend business for rectification, and imposed corresponding economic penalties on the store involved, and the store involved also realized the mistake for the first time, and changed the address of the raw material processing point, and a few days later passed the inspection of the relevant personnel again and reopened for business.
It stands to reason that such a treatment is reasonable, but when he saw the noodle shop involved in the reopening, Mr. Li was not happy, and in a fit of anger, he directly posted the video of the noodle shop with worrying hygiene on the Internet, and it was not surprising that it was on the hot search.
This incident quickly alarmed Yu Donglai, who felt that although there was no problem with the way the staff handled the process, it was a problem to make the complaining customers unhappy.
After re-analysis, he felt that the incident should not be defined as an ordinary complaint, but as a food safety issue related to the health of customers' diets.
In this way, the nature of the two is completely different.
Fat Donglai first rewarded Mr. Li with 100,000 yuan to thank him for his supervision and reporting.
Then, the merchant who rolled the dough directly terminated the cooperation and withdrew the cabinet within a time limit.
Finally, for the employees who handled this matter at the beginning, they should be dismissed, and those who should be dismissed should be dismissed.
You thought that was the end of the matter?
Of course not.
The next operation is the true meaning of Fat Donglai's "negative but word-of-mouth never collapses".
They posted an announcement in a conspicuous position to issue a full refund for customers who purchased rolling dough and spicy noodles at the rolling dough stall during this period, and gave a compensation of 1,000 yuan per serving.
Where is this picking up money, this is money falling from the sky.
As soon as this news came out, even the ubiquitous keyboard warriors admired it so much, and the Internet was full of netizens who blew fat rainbow farts.
Fat Donglai has successfully turned a crisis public relations into a legendary event that has taken word of mouth to the next level.
This is the fundamental reason why Fat Donglai cannot be surpassed by other private enterprises that are also growing rapidly.
Thousands of miles of embankment, collapsed in the anthill.
How many private enterprises that once had unlimited scenery have been photographed on the beach because of this.
In fact, it can be summed up in one sentence:
It's not terrible to have negativity, but it's terrible that in crisis public relations, it can't provide emotional value.
And looking back on the process of Fat Donglai getting out of the circle on the Internet again and again, not because they are not negative, but after the negative appears, their every crisis PR can provide great emotional value for everyone.
This is the traffic password that their reputation is indispensable.
03
Let's go back to the crisis public relations of Overlord Chaji this time, you will feel that it is not a little bit worse than Fat Donglai.
Every company will say an apology, but what netizens value and what the parties value is just an apology?
Of course not.
That's why I said that the apology statement of the overlord Chaji was not sincere at all, so that the voice of the crusade is even worse now.
The most important thing is that they don't realize the seriousness of the matter.
First of all, is this incident only because the person in charge of the store involved, or the person in charge of the branch company, violated the rules?
No.
Regardless of whether the published ID card was made up casually by the store manager, such an act is suspected of violating the law.
On the one hand, it violates the privacy of others, and on the other hand, it tramples on and insults the personality of others.
Even if the big corrupt officials in "News Network" will not release their ID card information, who gives the confidence and power to a small bubble tea shop?
On top of that, the store's seal was also stamped, indicating that the matter was no longer a personal act, but was agreed upon through the branch.
If the branch agrees, then this matter is not a personal act, does it represent a culture within the enterprise?
And the most puzzling point.
Originally, the workers had a lot of complaints about non-competition, and a bubble tea shop is not a high-end financial company with an annual salary of millions of dollars, and it is likely that it will not even be able to support itself with a salary of thousands of yuan per month, and it is not funny to engage in non-competition after leaving the job?
No wonder some netizens said:
You overlord tea lady, is there such a big one?
So, this brings us to the second point.
After the overlord Chaji's fluttering apology statement, he jumped back and forth on the emotional point of the worker.
It's easy to die on your own.
I believe you still remember that not long ago, due to the collapse of public opinion, the employee of a coffee shop spilled coffee on customers.
There is one thing to say, but from the point of view of this incident itself, the customer's remarks are not too radical, but why is it that after this incident fermented on the Internet, almost all netizens sided with the employees?
It is important to note that the company does not provide enough emotional value to its employees, resulting in such excesses when employees have reached the critical point of collapse both mentally and physically.
You must know that employees are also people, not cattle and horses of capital.
At a time when the labor force of employees is constantly being squeezed infinitely because of cost savings, the monthly salary of less than 5,000 in Shanghai can only make the emotions of employees become a time bomb in their daily work.
You don't know that one day, because of a customer's words, it became the last straw that crushed the camel, detonated this emotional bomb, and the brand reputation behind it also collapsed.
At this moment, I finally understood why Fat Donglai wanted to set up a "grievance award" of 30,000 yuan for employees.
It's because it's really hard for part-time workers.
In the service industry, they are the "sandwich" in the sandwich biscuit:
The customer is God, Party A is the father of the gold owner, the boss is the big man, only the workers pretend to be grandchildren every day, and when they encounter problems, they will be taken out to sacrifice the knife, so that God or the father of the gold master can dissipate their anger and give the big man peace of mind.
But the father and the old man forgot that "the wage earner is also a consumer", when such emotions are stirred, if it is not handled well, it is only a matter of time before the brand reputation collapses.
So you also understand why Fat Donglai always spends so much money every time he responds to crisis public relations.
Because only money can provide the best emotional value for wage earners.
You say, is there a difference between letting a waiter earn 10,000 yuan a month and letting a waiter earn 3,000 yuan a month?
Of course there is, otherwise why is Haidilao's service so good?
I once saw a netizen jokingly say on the Internet:
Maybe Haidilao's waiters live better and eat better than consumers.
Under such a premise, it is not unreasonable to serve well.
The last point is also the point that should be the most worrying for Overlord Chaji at present.
As such an excellent company with excellent reputation and sales, it has not only been favored by capital in recent years, but also has a momentum and prospects that should not be underestimated.
How many peers are gearing up, wanting to seize this matter and make a big fuss, and blame the other party for not being able to work if they don't give you some tricks.
Eyeing the tiger, just waiting to grab your pigtails, you are still there and think that this is a trivial matter, always thinking of an apology, firing one or two responsible persons can calm things down, today's workers are really not so easy to fool.
If it is said that Bawang Chaji's disclosure of the identity information of departing employees is the first dimensionality reduction blow to the wage earners, then the apology statement that Bawang Chaji cannot provide any emotional value is the second dimensionality reduction blow of arrogant capital to the wage earners.
Such an apology has long been unworkable.
I sincerely advise them to learn from Fat Donglai.
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