Shep Hyken interviews Josh Ginsberg. They discuss crisis management and why brand integrity is important to customers.
The Interview with Josh Ginsberg:When a problem or crisis occurs, it’s essential for customers to see the company take action. However, that action must come from a place of authenticity. If a company has already established a track record of integrity when there is no crisis, it will be much easier for customers to trust they will fix a problem.There are three main components of crisis management. You must act quickly, you must be authentic, and you must communicate consistently.66% of all consumers say that transparency is the most important quality for a brand. That means communicating even when you’re at fault or don’t have answers, being honest in your communication, and being authentic in yourself and your brand.A crisis can have positive outcomes. If a crisis is handled well, it can increase the visibility and reputation of your brand. This, in turn, can lead to customer loyalty.Social media has changed the landscape of brand identity and customer relationships. The many platforms allow anyone and everyone to be an influencer and to spread information quickly.There is a fairly new expectation of companies and brands to tackle issues that may or may not be related to their product. Customers like and trust companies more that publicly take a stand on hot-button issues.Employees have similar expectations of their company’s brand identity and integrity. When employees’ values line up with their companies’, it results in higher employee retention. It’s in companies’ best interests to consider the things their employees value. Employees can be a brand’s best advocates.Quote:
“It’s important for customers to see companies take action in a crisis. But that action has to be authentic.” - Josh Ginsberg
About:

Josh Ginsberg is the founder and CEO of Zignal Labs, a media analytics platform. Previously, he served as a senior public affairs executive for Fortune 500 companies and political campaigns.
Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.
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