blog post – fourth quarter 2024
a tale of two companies
The community in which I live experienced severe flooding when the local river overflowed its banks. The remnants of a powerful typhoon coupled with the normal annual monsoon season produced too much rain for the environment to process. Water 30 – 50 centimeters (12 – 20 inches) deep was not uncommon in several areas, our neighborhood included.
Natural disasters are a part of life. With climate change in motion, scientists posit they may become a part of life for a greater swath of the world’s population and those disasters may be greater in scope and destruction than many have experienced in their lifetimes.
This post is not so much about the flood as it is about how two companies responded and what we can learn from them.
I primarily employ one food delivery company. Their app is easier to use and for the most part they do a reasonable job day in and day out. However, they did not shine brightly during the recent flooding.
One can easily surmise that, amid the deep waters mentioned earlier, delivery companies are unlikely to be able to offer their traditional services. But a proactive notice to customers about the reduction in service or at least a message on the app the day service is suspended should be a given in 2024.
However, from this delivery company, nothing. A visit to their site on day one of the flooding showed everything “temporarily unavailable.” On the day the waters started to recede, a notice appeared on the app that our area “was flooded” and drivers could not reach us with an apology for the inconvenience. That notice is still up as I write this even though the waters have been gone now for two days and this company’s competitors are – and have been – making deliveries.
So, why do companies make statements that can easily be disproved? Walking the neighborhood shows their statement to be false and I know the other delivery companies are conducting business as usual because I used one.
Whether it’s laziness or – as I suspect – not admitting that you cannot recover at the speed of your competitors, there is no reason to mislead your customers.
When I teach crisis communications, I share that rule number one is Tell the Truth. I further instruct that rule number two is see rule number one. Honesty – especially today when you carry the power of the world’s greatest investigative tool in your hand – should be a given.
But time and time again, I see companies try to create a false narrative. It erodes stakeholder confidence and with it trust, something which most companies spend millions annually trying to gain.
On the flip side, the competitor company that I temporarily switched to so I could get the staples I needed proffered its own questionable practices.
The first day of the flooding, when waters were quickly rising making driving dangerous, photos of this company’s employees delivering food were posted on social media. They were hailed as “heroes” for going above and beyond.
For those who hadn’t planned well in advance of the coming flood, likely they were saviors. But at what cost? Why would a business subject their employees – which most organizations agree are their most valuable assets – to putting their lives in danger?
Fortunately, I have not heard of any driver injuries or deaths, but good luck is not a permission slip for wanton disregard. In hindsight, I probably should not have rewarded this organization with my business even though my order was made and delivered when conditions were considered safe.
Both organizations have likely not held the most critical meeting necessary when creating a crisis response strategy. It is the formation meeting before any keystrokes appear on screen. Here senior management and all the key players sit down to discuss what the organization’s values will be during a crisis. What is the risk appetite? What are the lines not to be crossed? What are acceptable or preferred outcomes? What image does the company wish to portray? What should feedback from key stakeholders look like to validate a successful response?
It’s a step many organizations skip. They do so at their own peril.
If your organization has not held that meeting, it’s not too late. You can always revise your plans, training, exercises, and other materials to conform to any new direction that results. You’ll be glad you did.
Be different. Be ready.