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I was born in the state of Georgia and have been a fan of the +Atlanta Braves (baseball), +Atlanta Falcons Falcons (football) and +Atlanta Hawks (basketball) my entire life. Even though there is not a history of professional championship seasons to brag about, I have remained a loyal fan. I have been emotionally and financially invested in my teams' wins and losses, as well as their ongoing efforts to continually improve performance. It is for this reason, this week's alarming news about the Atlanta Hawks troubled me.
For those not familiar with the matter, racially insensitive e-mail and comments from within the team's organization were recently made public. To the team's credit, this information was released following their own internal investigation; however, deeply troubling were documented, prejudicial comments related to the ethnicity and demographic makeup of the team's current customer base. Also troubling were very prejudicial comments related to a high profile player within the National Basketball Association (NBA) whom the Hawks had scouted.
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The Atlanta Hawks' home, +Philips Arena, is marketed as "The Highlight Factory". As many in the nation watch to see how the team works through this issue, "The Spotlight Factory" may be a more appropriate, temporary brand. As one who is passionate about #CustomerService and creating positive #CustomerExperiences, I have been watching the organization's initial response to the scrutiny being received.
There has been a backlash locally and nationally from Atlanta Hawks customers, the media and general public. There also is a degree of confidence lost in the organization by its most important employees, the players. To help weather the current storm, it would be wise for the team's management to diligently follow proven best practices for handling irate customers and challenging customer situations.
1. Apologize (repeatedly) and Accept Responsibility
People are generally forgiving if: (a) you can convince them you are sincerely sorry, (b) you accept responsibility for the issue, and (c) you actively work to expeditiously correct whatever wrong was done.
The Hawks' CEO, Steve Koonin, appears to have done a good job of this thus far. He has appeared on media outlets and met with key individuals and groups to apologize. He has agreed to reimburse season ticket holders, communicated his personal e-mail address, and taken other steps that signify genuine remorse. This type of action should and must continue.
2. Listen and Understand the Customer's Expectations
A vast majority of the team's fans are upset. This issue has given rise to expectations from existing and targeted customers that must be addressed to mitigate a significant, negative revenue impact.
Given the very emotional aspect of this matter, the range of customer expectations is broad; regardless, Hawks' management must keenly listen to the spectrum of expectations, allowing its customer base to vent. They must formulate action plans that clearly meet expectations voiced by the majority of customers that comprise current and targeted revenue streams. To Steve Koonin's credit, he has publicly stated a commitment to listen.
3. Solve the Issue While Keeping the Customer Informed
In customer service training circles there is a role play game known as "Explain Yourself". The purpose of the game is to demonstrate the negative reaction and lack of cooperation a service representative will encounter when their actions are not explained to the customer. The Atlanta Hawks will encounter negative reactions and push-back if they do not proactively keep their customers and other key stakeholders informed.
While every business operation must maintain a degree of confidentially about its operations, the veil that surrounds the Hawks' handling of this issue must be as thin as possible. It will lead to faster restoration of the trust that is so mission critical for overcoming this business setback.
4. Maintain Your Integrity
Integrity is defined as "adherence to moral and ethical principles; soundness of moral character; honesty". Suffice it to say the Atlanta Hawks must rebound (pun intended) by ensuring organizational integrity is the foundation upon which their recovery plans are based. Any crack in this foundation will cause losses, not only of customers and associated revenue, but also of the hearts of fans who call the Hawks, "our team".
Management of the Atlanta Hawks' has much work to do. Retaining current customers, winning back those lost, and assuring potential new customers their corporate mission is inclusive of everyone will not be easy.
Atlanta Hawks, many are counting on you to rise up and give us another reason to cheer.
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| Credit: wikipedia.org |
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