The major challenge for a business after a major crisis is regaining public trust. It has taken years for a business to build the trust and now that the crisis has hit, the business must begin rebuilding the trust again. It helps if the business had a reservoir of goodwill prior to the crisis and managed the crisis with a strong response. It cannot be emphasized enough that in having a strong crisis management plan in place during the crisis helps in the rebuilding.
So now moving forward what is to be done?
The first step is to explain now that the crisis has passed what steps the business is doing to ensure that it will never happen again. This message must be conveyed to the public, vendors, and internally to employees. This should be done in a strong way, outlining the specific steps that are being taken.
A greater emphasis on customer satisfaction and service is critical during this time period. Look at the steps United Airlines took after its disaster when a passenger was dragged off one of its flights.
The organization might want to look at developing a new mission statement as it emerges from the crisis. This should emphasize more than just profits. It should put a premium on customer service and making the world, the country, state, or city a better place.
Ethics and sensitivity training programs based upon the crisis should be instituted. This helps ensure that every employee knows the proper procedures and what is expected of them.
Also a greater emphasis should be placed on community outreach and charitable programs. This will help rebuild goodwill and also show that the company cares.
Rebuilding a reputation after a crisis doesn’t happen overnight but it can be done. Just as with the crisis, you need a strong plan for after the crisis to regain public trust.
