How to retain customers in times of crisis?

[China Glass Network] Small businesses should also be prepared for crisis management plans. With some simple long- and short-term risk management strategies, you can handle any storm.

Q: How do you maintain customer trust in the process of dealing with the crisis?

A: There is no doubt that the better way is to avoid the crisis in advance. But in the real world (such as the Enron scandal, BP leaking crude oil, News Corp. listening to the door, etc.), sometimes a crisis will always emerge.

17 years ago, Jonathan Bernstein founded Bernstein Crisis Management in the Mared Mountains of California. He believes that if your company suddenly has a crisis, you should seize the opportunity and take the initiative to make it public. And what he is referring to is not just to disclose the issues you know, but to openly and honestly provide answers to all questions that may be questioned before your critics begin to question.

"In the absence of communication, rumors and innuendo attacks will come in." Bernstein said, "Either you know it yourself, or someone else will tell you."

Bernstein believes that small and medium-sized companies that are generally less able to withstand crises are more likely to fall into crisis. Fortune 500 companies can employ a large number of public relations consultants to reverse the public's perception. This is simply not possible for a sandwich shop that has made headlines in local newspapers because of violations of health regulations.

For this reason, Bernstein believes that even small businesses should spend some money to prepare for the crisis management plan in advance. He said: "This is not a cost, but an investment."

In Bernstein's risk management error rankings, there is no precautionary high. What is the second? Secondly, there is no backup for important suppliers, key personnel, computer systems (to be backed up, thank you) and any other problems in the enterprise that may cause business collapse. He used the catering industry as an example: "If the lettuce produced somewhere is suspected to be problematic, all sales are forbidden, and you usually buy lettuce from that area. If there is no spare supplier, this week you plan to put it in the hamburger. what?"

Bernstein also insists that entrepreneurs should prepare for the short-term and long-term for the network crisis. He knows the development of technology so much that Craig Newmark, the founder of Craigslist and Craigconnects, which is the client of Bernstein, calls him "the number one computer fan."

Short-term plan: If critics initiate a web campaign for you or your product, prepare a strong response to customers who ask negative rumors. He said: "Proactively inform them in advance of all circumstances, tell them that this is malicious and inaccurate information, tell them the truth."

Long-term plan: Create as many “image display points” as possible on the web – through websites, blogs, LinkedIn, Facebook, Twitter, and more. This helps to broaden your voice and undermine the impact of critics on any online discussion. According to Bernstein, the key is all in search engine optimization.

For example, he said that there are three main factors that determine the location of a website in Google search results: the relevance of the content of the web page to the search keywords you choose, the frequency of content updates, and the number of links to other websites that point to your website.

Later, we must take the long-term anti-war determination to treat cyber risk management strategies. “Sometimes it takes more than half a year to see the effect, which is why you also need a short-term strategy,” Bernstein said.

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