The surest way to never have an epic fail is to never try something new. At sometime all companies will face a blunder, but how you deal with the situation may determine if your business 'Fails-up' and grows and strengthens from its mistake or if you just fail.
As a marketer and communicator I have walked the unfortunate path of dealing with crisis management for some of the biggest companies and notorious blunders. From communicating to clients during the Enron Scandal, to spinning the story of trust for a firm with a sour reputation.
One thing I learned from 10 years in the technology field is that things are going to go wrong. You can't deliver a new solution without a hiccup or two. It is how you deal with the situation that will determine if you fail or 'Fail-up'.
As a marketer and communicator I have walked the unfortunate path of dealing with crisis management for some of the biggest companies and notorious blunders. From communicating to clients during the Enron Scandal, to spinning the story of trust for a firm with a sour reputation.
One thing I learned from 10 years in the technology field is that things are going to go wrong. You can't deliver a new solution without a hiccup or two. It is how you deal with the situation that will determine if you fail or 'Fail-up'.
Here are six steps to addressing a crisis:
1. Quickly Address the Situation
Even if you haven't been able to thoroughly address the situation, you must acknowledge that an issue exists. Staying quiet can be the worst thing you can do. By showing you are aware and you are searching for a solution, you cut down on the fire storm that may occur if customers and social media believe you are ignoring, or are ignorant of, the situation.
2. Complete an Investigation
First, take a deep breath, emotions and anxiety can escalate a situation further. Look into the situation and come up with a plan to rectify the issue. You need to know the entire story from an internal perspective, and how your customers perceive the incident externally. This can be the most time consuming step, but also the most important
3. Control the Dialog - Especially on Social Media
Once you have some information, you should first respond in the venue where the crisis first broke. If this is a personal crisis between you and a customer, address it personally (face-to-face if possible). If the crisis initiated on a social media, respond to it there.
For larger crises that may sweep throughout multiple media sources, develop a consistent message and have a single representative addressing the issue, so as to not send contradictory messages. If the issue looks larger than your business feels capable of handling, enlist a good Public Relations firm that works in crisis management situations.
4. Don't be Afraid to Admit You're Wrong
Saying you are sorry and offering a solution can go a long way in many situations. Your customers don’t expect you and your teams to be perfect, just transparent and honest. They expect you treat them like family, and that means not betraying their trust with back-peddling and cover ups.
You may even need to offer a discount or compensation. A little money up front can make a big difference on the back end if you can keep a customer happy and your reputation intact.
5. Monitor the Response
Monitor your customers response and social media outlets. This step will tell you is if the crisis is being resolved or is continuing to escalate. In some cases you may feel as though you have rectified the situation, but the discontent still exists. Stay on-message and stay consistent. Resolutions and earning back trust can take time.
6. Learn from the Process
No one wants a crisis, but one thing is certain, no matter how things go, you will learn something valuable. Everything you learn will help your business understand how to avoid future crises and will help you to efficiently managing your next crisis. Policy changes, better communication and having a crisis team in place (even if that is just you), will help you the next time an issue arises.
1 comment
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