Emailing Costco’s CEO

“I saw your email …”

Costco is known for many things, from cheap hot dogs and rotisserie chickens to bulk quantities of a wide range of items.

Recently, Costco CEO Ron Vachris made headlines for a different reason – answering emails.

Vachris has earned a reputation for responding directly to customer emails he receives.

The internet is full of speculation about whether or not he’s actually the one responding.

The tactic went from customer service function to PR opportunity when a Business Insider reporter emailed Vachris.

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Vachris replied the same day. He wrote “I do read my email and respond to the majority” and said he does delegate others to team members.

The resulting article was positive and drove additional coverage in other publications.

Emails from Vachris that customers have shared are not overly corporate. They’re informal and friendly, but to the point – how most people email these days.

When one customer emailed about missing ketchup at a food court, the reply from Vachris was straightforward and actionable: “Will pass this on to the right folks there.”

That tone conveys authenticity from a leader who undoubtedly gets a lot of emails, but makes time to prioritize messages from customers.

When the email from the reporter came in, that authenticity was maintained. There was no PR planning or fanfare. Just a quick reply from Vachris’ account with the information requested and a note of appreciation.

Interestingly enough, Costco Customer Service doesn’t officially offer email support.