In this day and age, it is virtually impossible to avoid
reputation-damaging instances. With the rise of social media and instant
communication, news travels faster and farther than ever before. Organizations
must learn how to protect themselves from damaging blows to their reputation
and work to regain customer trust in light of a negative situation. Sometimes
it is difficult to gain trust after a company’s reputation has been damaged. BlueBell Creameries is experiencing this challenge to this day.
Texas-based Blue Bell Creameries took a damaging blow to its
reputation when the company was required to recall products due to a listeria
contamination. The safety concerns were widespread enough that in addition to
the recall, new procedures and training to clean the plants were implemented.
Blue Bell was forthcoming with information and exhibited responsibility by
pulling the items from store shelves. Although a crisis situation, this was
also an opportunity for the company to reinforce its values, reputation and
commitment to customer safety through improved procedures for the future.
Customers tend to be forgiving of a damaged reputation when the company is
apologetic and ready to take aggressive actions to resolving the issue.
In the face of this crisis, media representatives at Blue Bell
were given a difficult job. The crisis management team worked to fix the
situation and they offered frequent updates on the improvements to sanitation
and testing. The company utilized social media to reassure its large and loyal
fan base by posting a stream of Twitter and Facebook updates. Being transparent
and keeping the public updated on the situation proved Blue Bell was forthright
and authentic about this dangerous situation. Despite this damaging blow to its
reputation, Blue Bell Creameries is working diligently to fix the issue and
prevent any future danger to customers.
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