 OUR TAKE -
Taking the High Ground
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The occasional visit of success provides just the excitement an engineer needs to face work the following day.
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Koichi Tanaka
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Reader response to the analysis of the Apple HIPPO's approach to managing customer expectations when things go wrong was very uniform. Most people gave Apple a passing grade especially when compared to our other examples - PG&E and BP.
But there were a few concerns worth sharing with you. One reader wrote, "In typical Apple fashion they took a very arrogant stance at first and didn't come with a mea culpa attitude until they were getting lambasted." Another chimed in, "I think Apple did a good job except for the fact that they tried to point a finger at other manufacturers saying that they had the same issue. At a time like this, I don't think a smear campaign is the best way to go. It just makes your company look like it's trying to sidestep the problem."
For many, the company's hubris overshadowed the good will earned by owning the problem and taking swift action to send customers a fix. How much better it would have been if Apple could have simply communicated a simple statement of ownership with something like, "While we believe no phone works perfectly in all situations, we know our users hold us to a higher standard and that is why we are acting quickly with a fix."
In my opinion, you elevate yourself to high ground by what you do rather than by taking swipes at the competition. That's my take. Do you agree? What's your take?
Gary Lemke, Publisher
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