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Here's how to deal with a brand crisis

Businesses, big or small, have to be prepared for a crisis. The ability to manage the challenge can make or break a company. Putting in place a communication strategy is a good start

April 27, 2022 / 06:11 AM IST
(Image: Shutterstock)

(Image: Shutterstock)

Not too long ago I bought an expensive pen from an upmarket mall in Bengaluru but when I got home, I found the pen had scratches and the paint was patchy. The store won’t take the pen back nor would it replace it.

After seven months of stonewalling by the store staff, countless phone calls and some legal advice, I managed to get a refund but the damage was done—I am not going back to that mall again.

What the mall lacked was crisis-management ability at every level. According to the general manager, his floor managers did not have the power to refund the money and that resulted in the delay but that could have been explained to the customer politely and quickly.

You don’t make the customer run around even if your floor managers don’t have the power to make decisions. You immediately refer the matter to your superior and make the customer feel good.