A PR Case Study in Transparency

I own a Toyota and even though my car is not on the recall list, I still wonder if my car will accidentally lunge forward. There are just too many models that are affected for me not to think that it could happen to mine as well. So, if I’ve lost some confidence in my car’s manufacturing – you can better believe that those who own Toyotas on the recall list are a bit worried as well. And they have every right to be. Lives are on the line.

Did you happen to catch Toyota’s open letter this morning. Let’s just say they didn’t exactly fill in all the blanks and their attempt to provide answers – isn’t hacking it with its customers. This is a PR crisis accerlating or pardon the pun – lunging out of control. There’s no telling if there is any stopping of it at least during this month or the next six.

Toyota’s lettter from Jim Lentz, President and Chief Operation Office, Toyota Motor Sales, U.S.A., assures customers that they are ‘doing everything they can – as fast as they can – to make things right.’ However, when I visited their website there’s a note at the top that they recognize that customer’s calling the Toyota Customer Experience Center are experiencing lengthy waits. I dialed the number (800-331-4331) and after hearing two lengthy spiels where they reinterated what’s on the website I pressed “1″ and got immediately switched to an actual person who introduced herself. That was done right, however, there are only certain hours that the switchboard is open – and with 4 million cars affected – they should have opened the switchboard 24/7 the first week. When my family is in jeopardy, I want to talk to a responsible human being and not be pushed to a website with a video from the President. I have to admit Pres. Lentz did appear concerned while reading the teleprompter. And he should be – he’s got a mess on his hands and how.

But, what I really want to chat about today is how Toyota’s corporate communications department has been handling its messaging. If I was Ebert, I’d give them a “THUMBS DOWN” for the following reasons:

Toyota waited too long to respond to the initial problem. Consumers knew of this issue for too long – the floormat issue was in 2007 – and now today we get the open letter.
The letter doesn’t say much thanks to Toyota’s legal team who scrubbed and scrubbed it – removing any incriminating words and other wording that might make Toyota more libel for its actions.
Toyota’s media plan is steeped in corporate jargon. Where’s the personal touch? Where’s the assurance that this problem will be 100 percent fixed by installing a shock absorber to the pedal?
More importantly, where’s the assurance that the vehicles on the recall list are safe to drive until they are fixed.
And customers are skeptical that this is the cause. There has been some finger pointing between Toyota and the pedal manufacturer which has been raising eyebrows. This needs to be cleared up in the public’s eye.

Just a little fix, supposedly.

Toyota has been responsible though, not all has been mishandled. They did jump in and create a solution and has been listening to the government regulators on the case and they did shut down their production line. That’s revenue lost along with their brand recognition.

You know misshaps can happen to every company and when they do – it’s best to come clean as soon as possible. You have the customers you do, because they believe in your product – so give them the same respect back. Provide them with answers and service however and whenever they need it. Remember that customer care is about “caring for the customer” no matter the loss to you. It will come back to you in droves.

So, be transparent. Tell the truth in crises. And fix the problem. The customers may feel out of sorts that they have to return to the Toyota dealership for the fix, but that’s minor compared to the real issue. They mostly care about safety. Safety comes first for customers and companies.

Also, Toyota has opened itself up to ridicule and public attacks. For whenever vulnerabilities are present – there are others waiting to take advantage…look at how GM is rubbing salt into Toyota’s wound. They are helping to infuse that Toyota’s cars are not safe.