Plantation Bay PR crisis: How should a business properly apologize to an aggrieved customer?
After the controversy that blew up following Plantation Bay’s awful response to a legitimate customer complaint, the incident is now becoming a textbook case of how a business can mishandle a PR crisis through a virtual non-apology.
The incident started after a mother wrote a negative review on Tripadvisor criticizing the resort for discriminating against her child with special needs. A certain Manny Gonzalez, who identified himself as "a resident shareholder," then responded to the review in an abrasive mansplaining manner, telling off the mother that the resort was just enforcing its safety policies and even stating that the mother is a "failure" as a parent.
When the response became viral on social media, with many users shockingly scandalized by the resort's high-and-mighty posture, Gonzalez issued again another statement, this time through the resort's official social media account, that somehow showed some measure of contrition. Though Gonzalez acknowledged that he handled the case "poorly," he stuck to his guns and said that the resort only acted in the interest of safety.
Sincere apology
Belle Tiongco, president of the International Association of Business Communicators Philippines, said that when businesses falter and disappoint customers, the first order of the day should be a sincere and outright apology.
"Admit your mistake, but don’t be arrogant about it and make excuses. That will probably exacerbate the situation," Tiongco told PhilSTAR L!fe.
"Explain as diplomatically as possible. I believe people can actually see if it’s an honest mistake, or if it’s something that’s beyond the company’s control, or if there really are forces beyond the situation that no one can control," Tiongco added.
An apology is a great investment at goodwill. It is less costly and brings greater benefit to the business than a publicly displayed quarrel with a disappointed customer.
Ron Jabal, chief executive officer of Page One group, likewise took issue with the resort's "apology."
"The apology came off as defensive or an excuse, which is a no-no," said Jabal. "If an apology is sincere, you acknowledge and express regret," said Jabal.
Intended hurt
Archie Inlong, a PR consultant and CEO of NPI Communication Consulting, Inc., noted there was even an "intended hurt" on the statements of Gonzalez.
"The resident shareholder appears to have deliberately berated a guest using social media. It looks like there was 'intended hurt.' He called out what he felt was a mother’s ignorance about the condition of an autistic child. He had a lengthy and well-worded tirade against the complaining guest," said Inlong.
With the initial damning statement from Gonzalez, Inlong said the resort should have gone beyond an apology and instead called "for a plea for forgiveness and a redress for the wrong done."
Inlong said that one of the most sincere and authentic forms of apology could even be a direct and private letter to the offended party.
"This is what is called 'reaching out.' This turns the offended party into an ally," noted Iniong.
"An apology is a great investment at goodwill. It is less costly and brings greater benefit to the business than a publicly displayed quarrel with a disappointed customer," Iniong added.
Concrete measures
But beyond the absence of sincerity, what the response from the resort also lacked were concrete measures as a mere statement saying sorry just won't cut it.
"There should be concrete actions on how Plantation Bay can move forward for its customer service, there should be an assurance that something is being done. It could be a change in policy, or a change in how to treat differently abled people, or a revamp of corporate values, training and education to make the staff more sensitive. Something has to happen," said Jabal.
Indicate how the business is trying its best to apply remedial measures to correct the situation, and also show that this is something that will motivate them to improve their services more.
Tiongco also said the crisis response should go beyond merely saying sorry.
"Indicate how the business is trying its best to apply remedial measures to correct the situation, and also show that this is something that will motivate them to improve their services more – i.e. give your staff more training; improve your product; improve your procedures, facilities," Tiongco said.
Reputation risk
Inlong said that as with any business, reputation is critical to maintain customer relationships, more so for Plantation Bay which is part of the hospitality industry.
"The hospitality Industry is a relationship-and-reputation-based business. In their business model, revenues are driven by reputation and repeat business coming from relationships built with delighted guests," said Inlong.
"A customer complaint is a risk to both reputation and risk. Just like other business risks, this must be treated as a red flag and handled well. Just like other risks, this must be attended to immediately, concluded swiftly and decisively. It must not be allowed to linger and contaminate others. The strategy is always to “contain” the situation."