On Feb. 15, we shared a story about A Better Florist’s second Valentine’s Day Flak.
We reached out to Steve Feiner, CEO of A Better Florist who explained to us what happened this Valentine’s Day.
What’s “Her Flowers”?
Feiner confirmed that Her Flowers is indeed affiliated to A Better Florist, but with a different management and goals.
“A Better Florist strives to deliver the best bouquet at a fair price, while Her Flowers wishes to deliver a unique bouquet especially for that special person in your life.”
Painful but valuable learning experience in 2017
According to Feiner, the company disappointed a lot of customers in 2017 and “certainly did not take that lightly”.
“I remember personally calling hundreds of people and apologising to countless recipients.”
From last year’s experience, they learnt three things: To deliver, to be responsive and to be honest, clear and transparent.
However, these lessons weren’t so apparent to about 17 customers whose deliveries were attempted but failed.