We’ve all experienced a moment where a company we put our trust let us down. How could they do that to us? We’re loyal customers!
We take it personally when, really, something might have just happened in the background that we aren’t aware of. In this email critique, we’re spilling the beans Chipotle’s refund email after we experienced a customer service mishap.
The happy story: We were STARVING, as Chipotle’s website knows what’s on our minds.
We ordered a burrito bowl online for pickup to save time because not only are we starving, but we’re also busy. So, we wanted to skip the line and make this a quick trip.
Email Tip #1: Send a confirmation email for online orders.
We never received an automated confirmation email, but we didn’t sweat it. We arrived within 15 minutes, on the dot for our pickup time. And…that’s where the happy story ends.
With seven people in line ahead of us and a worried cashier, we discovered all pickup orders were delayed thanks to a catering order.
So, we drove around, ran an errand, and then returned to the restaurant in 30 minutes. Our name was called a minute after we walked in the store. We walked out, drove back, and…we ate our food. Cold. YIKES!
Not only is this frustrating as a customer, but this is a huge customer service nightmare.
Tip #2: Keep an open line of communication with customers.
Well, we wrote to Chipotle, asked for a refund, and…we waited. 3 hours later, a Chipotle customer service rep offered to physically mail us coupons for a free meal. It was a nice offer, but it didn’t make us feel any better about the late, cold food order.
So, we asked for a refund again. We didn’t hear from Chipotle until we followed up day later.
Email Tip #2: Send a follow-up email.
We’re sure you can see the customer service cracks. But hey, everyone has their off days, right? Keep the conversation going with customers in your email, phone, and in-person communications when you can.
Unfortunately, we never received a follow-up email directly from a customer service rep after that. An email from a person would have been a nice, personal touch. But we did receive an automated refund notification the next day.
THE GOOD
- The subject line is gold. It’s direct, straight to the point. We were relieved to see this in our inbox – we were victorious in our burrito bowl battle!
- “REFUNDIFICATION” – the large, all-caps text sets the tone, reflecting Chipotle’s approachable brand. This text also appears as the preview text, clearly stating the intent of the message.
- They apologized.
THE BAD
- The From Email points to a no reply address. OUCH!
- The body copy is terribly automated. Chipotle asks us to order online and get special treatment, that we would pickup the order and walk out. The entire refund is based on a bad experience ordering online, so, we won’t be back any time soon to order online and wait for our food.
- They provide an alternative way to reach out in the email body (“please email us”), and in the footer (“Contact Us”). However, we’re not really emailing Chipotle – we’re filling out a form.
- The explanation about the ether is cute, but the do not reply bit isn’t so much.
We recommend including a more approachable reply option for customers to email a dedicated customer service address, or even a dedicated ticketing system such as Zendesk or Freshdesk.
Overall, the Chipotle refund email is great for branding and just OK for customer service.
Does Chipotle’s refund email remind you of your own customer follow-up email? Drop us a line and we’ll give you a hand.