ACtion Magazine - September/October 2013 - (Page 28)

by Lucien Canton W hen the Exxon Valdez oil tanker ran aground in Prince William Sound in 1989, it was one of those extremely rare occurrences where the conditions of the crisis almost exactly matched the planning assumptions in the company’s emergency plan. The weather conditions, the size of the oil spill - it was as if the plan had been tailor-made for this specific event. Nevertheless, the company’s response was characterized by confusion and delays, and it soon became obvious that the plan was a failure. The planners had created what sociologist Lee Clarke calls a “fantasy document” – a plan that ignores potential consequences and the capacity of the organization to implement it. Unfortunately, the Exxon Valdez is not an isolated case. You may be convinced that the mere fact that you have a plan is sufficient to keep you from harm in a crisis. But without addressing three critical elements, your plan will likely fail. 28 ACTION • September/October 2013 Understand the true cost It is surprising how many organizations fail to understand that the true cost of a crisis can be both tangible and intangible and can occur on both a micro and a macro level. Most plans focus on the obvious tangible costs: damage to property, lost productivity, etc. But failing to fulfill commitments may cost even more. Your ability to continue meeting customers’ needs will be their primary consideration. The way you communicate about the crisis with them has a big effect on your future. Also, how you communicate with your employees and deal with their specific issues will affect their willingness to return to work. When considering macro effects, understand that large crises can generate dramatic changes that may eliminate the need for your services. For example, after hurricane Katrina devastated New Orleans, some aftermarket shops that survived unscathed lost almost their entire customer

Table of Contents for the Digital Edition of ACtion Magazine - September/October 2013

ACtion Magazine - September/October 2013
Contents
Outlook
Freeze Frame
Virtual View
Leonard’s Law
Cooling Corner
Member Profile
News & Updates
Special Update on R-1234YF
Technician’s Operating Procedure
Emergency Business Plans
Association News
Quick Check
New Products & Services
Last Watch

ACtion Magazine - September/October 2013