In what proves to be an unprecedented but welcome move by Vorwerk (Germany’s manufacturer of Thermomix), there has been an official apology for global shortages of the new Thermomix TM5 model.
Yesterday’s video release effectively hits a “home run” for Vorwerk’s public relations department by 1) taking responsibility for and addressing the issue of global shortages 2) apologizing to customers, and 3) simultaneously promoting its brand and new machine via social media. Here are a few words extracted from the video:
“We knew that you would love the new Thermomix…
but the current demand has taken even us by surprise.
The high demand is resulting in unusually long delivery times.
We are sorry about this.”
” we are doing everything we can to deliver
your Thermomix as quickly as possible.
Please bear with us for a little longer
— I can assure you it will be worth the wait.”
Why is public apology for Thermomix TM5 delivery delays a big deal?
- Until recently the manufacturer of Thermomix has been somewhat “missing in action” in the online world and slow to embrace social media as a customer service and promotional tool. With this video Vorwerk proves itself to be not only responsive, but also engaged and proactive in the active online environment where a bulk of the company’s empassioned customers reside. (Here at SuperKitchenMachine, we consider this to be something of a social media milestone for the company.)
- By showing a behind-the-scenes glimpse into the Thermomix factory Vorwerk creates transparency which is so valuable for the purposes of fostering customer/brand trust.
- A personal yet official message such as this may not help the machine arrive in owners hands more quickly, but is still helpful to appease frustration. Simply put, it’s the right thing to do.
Fun facts for Thermomix fans!
- While apologizing for delivery delays of the new Thermomix TM5, Vorwerk makes use of the opportunity to remind us that “Around the world, the new Thermomix is presented at more than 120,000 demonstrations every month by more than 37,000 consultants and is sold in more than 27 countries.” The video goes on to explain that everyone at Thermomix works 24/7 to expedite delivery times.
- There are now four assembly lines (Germany and France), with a fifth planned to meet increasing global demands. Each machine is handled by 12 employees during manufacturing and individual parts are not only assembled but also built on site whenever possible.
- Yesterday’s video is hosted on the YouTube channel for Thermomix in Australia where (at time of this writing) delivery delays are being experienced by a fast-growing new customer base. But Australians are not alone — shortages of the new TM5 machine are being felt globally.