CRM

How an Already Damaged Reputation Got Worse and Worse

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By Michael Lowenstein

We’ve all witnessed how impaired corporate or brand image can undermine both consumer trust and financial performance. Recently, Target’s CEO was relieved of his duties because of the massive customer account security breach which occurred during his watch. The poster child of negative reputation, at least in the U.S., has been British Petroleum. BP’s then-president of U.S. operations was forced from office because of some ill-conceived and dismissive language, and BP’s corporate behavior since the Gulf of Mexico oil disaster has been of little help in image recovery.

British Petroleum has recently “celebrated” four years of cleanup and payout in the Gulf by announcing the end of active cleanup of the 500 miles of coastline from Louisiana to Florida, the result of 87 consecutive days of oil pouring from the Deepwater Horizon rig of its Macondo Project.

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Headshot of Michael Lowenstein

Michael Lowenstein

Michael Lowenstein, PhD, CMC, is thought leadership principal for Beyond Philosophy, a U.S.-based international customer management experience consultancy. He's an international conference keynoter and speaker, workshop facilitator and trainer, author and a contributor to two customer loyalty newsletters and portals. He has more than 30 years of management and consulting experience with expertise in customer and employee loyalty research, CEM, loyalty program and product/service development, customer win-back, service and channel quality, customer-driven corporate culture, human resource development, and strategic marketing and planning.

'Marketing Nuggets' will include observations regarding trends, and often study results, representing current, real-world issues of high importance to direct marketers. Those issues include omnichannel communication usage, mobile marketing, content, informal offline and online social communication, consumer behavior, message personalization, internal customer-centric processes and organization, strategic customer life cycle planning, proactive employee contribution, etc.

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