Every brand stumbles on occasion: an employee makes an inappropriate comment, service falls short of expectations, or a fly lands in the soup. These things happen.
In today’s connected world, a small stumble can quickly become a big problem. People often share unpleasant incidents on social media, and if the story resonates, it can create lasting and significant damage.
This means that brands have to move quickly to deal with problems. If you wait a week or so—mulling over the proper response and getting people to sign-off on a carefully worded press release—the opportunity to defuse the incident is gone. Instead of trying to make just one customer happy, you now have to deal with thousands of irate individuals.
This week, the Houlihan’s restaurant chain dealt effectively with a potentially damaging incident, providing a perfect example of how smart brands react in today’s fast-moving world.
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