Ways of managing a corporate crisis

I recently received, on behalf of the Service Mag, a letter from an unhappy customer regarding Rwandatel’s internet services. The issue was on the interruption of internet services some two months ago caused by the malfunctioning of an undersea cable from Dar es Salaam to Mumbai, and on to Rwanda.

I can guess this situation was a very serious and complicated one, not only for Rwandatel customers but also for the entire management and staff of the company.

In any business, crises such as these are bound to occur. It could be a very serious power cut, sickness or death of an employee, natural disaster such as a flood, fire outbreak, product default, accident of a customer on company premises, or even consistent negative publicity in the newspapers.

Much as you cannot always prevent certain crises, it is important, as a manager or a supervisor, to consider customer service strategies that could help in minimizing business disruptions.

Corporate crises can threaten you, your employees, your organization, your reputation, your clientele base, your career, your future etc. Therefore regardless of the gravity of the crisis, the tips below should help you to maintain and protect your relationship with your customers.

1. Accept that there is a crisis

One of the most difficult steps in crisis management is making the decision to accept that there is a crisis. Most business people take time before accepting the inevitable. Holding it off till it is too late might not help you save the sinking ship. If possible, bring the media on board by means of frequent briefings. Let the press know exactly how you are handling the crisis. That is the only way you can bring them on your side. Avoid hiding information that might be of interest to your customers.
Even if this seems absurd, emergency cases should be handled in an extraordinary manner.

2. Let your staff know exactly what is happening and take responsibility

In the case of a crisis, your staff - especially those in direct contact with customers - are going to be the ones facing the customers. So let them know exactly what is happening so that they can take ownership of the situation. Blaming others, denying the crisis, pointing fingers at others are all reactions that should be avoided.

3. Employees should show some empathy

In a time of crisis, customers require or expect that your company demonstrates leadership with excellent customer service that can respond with accurate, real-time answers to their questions. Employees should therefore be empathetic. Employees should, for a moment, place themselves on the other side of the counter so as to better understand the pains that customers have to go through. Employees should know how to manage stress so as to avoid mistreating customers in such situations.

4. Be frank with your customers

It is often said that “Honesty is the best policy” so no matter what is going on, be frank to your customers. Avoid making false promises as this will make them angrier in the long run. In most crisis management scenarios, the outcome heavily depends on what you do and say to the public during the first few hours of the crisis.

5. Compensate customers

After the problem or crisis is solved, look for ways of making it up to your customers. Send a “Thank You” letter or publication in the newspaper for their understanding. Compensate and offer discounts where possible. Can you imagine that after all the troubles the customer went through with that internet breakdown for two weeks; he still had to pay the usual amount on the bill, as if nothing had happened?

We can all admit here that dealing with corporate crises are real challenges for many business owners. It is for this reason that as a business owner or manager, you will need to establish specific and clear guidelines to which your employees can conform in cases of crises.
Think about the old cliché “what doesn’t kill you makes you stronger”. If you handle your crisis professionally, you will ultimately make your customers become loyal to you and stick by you no matter what happens...

sidossou@theservicemag.com