Bali’s Mt Agung Eruption Shows How Businesses Should And Shouldn’t React To Uncontrollable Events
Russel PJ Kingshott, 8 Dec 17
       

Tourism businesses should start by communicating precisely what they are going to do about the situation to the customer - quickly and clearly, to reduce uncertainty and avoid confusion. Gede Surya/AAP

There’s nothing like an erupting volcano to reveal who does and doesn’t have their crisis management plans sorted out.

Sudden uncontrollable events are an inevitable part of any tourism operation. Businesses worth their salt should at least in principle have the capacity to remedy situations that go wrong, as part of their modus operandi.

Conventional marketing wisdom says that when organisations react properly to uncontrollable events, it has positive consequences for their overall relationship with their customers. But for this to be effective, those affected customers need to have a quick response from businesses or it could simply be counterproductive.

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