Crisis Management

If you're one of the wineries who has shipments to customers pending at New Vine Logistics (NVL), it's a crisis for you.

What's the first thing you should do?

Communicate.

Let your affected customers know that you are aware of the problem (ideally, by phone and e-mail), and what you are doing to solve it.  Give them a way to contact you directly.  Make sure that whoever answers the phone knows about the issue and where to route calls.  Develop a set of talking points so that everyone says and does the same thing in response to an inquiry.  If you've charged their credit cards, give them a credit and let them know that you've done it (maybe not - see Larry's comment below - but if they ask for it, don't hesitate).  Put all the information on your blog and Web site.  Let them know when you'll update them again.  If you have an alternative way of getting wine to these consumers, you should act on it.

At some point, depending on how long this crisis goes on, do something unexpectedly nice for the affected customers.  I don't think a discount on more wine or free shipping is the answer, though.  Be creative: a t-shirt, a box of chocolates, some olive oil...

NVL is probably overwhelmed by calls this morning -- they're undoubtedly having trouble communicating as well.  Here's what they've communicated so far (props to Larry Chandler at OverABarrel.net). Regardless, share what you *do* know with your customers about the situation as it affects them.

The last thing you want is for a third party to negatively affect your relationship with your customers.

Any other suggestions for these wineries?  Help them out by posting a comment.

UPDATE 2009-06-02:  here's a post from Caveman Wines (a professional PR firm) with some additional recommendations: Crisis Communication and New Vine Logistics

Comments

[Larry Chandler]

I doubt they can get NVL on the phone with most of the employees gone. But sending out an email to customers (and updating website) now to alert them of a delayed shipment is a very good idea.

Don't credit unless the delay will be long. That's very expensive to do (banks take a % on each transaction including refunds) plus time involved and screwups likely. People can be patient (up to a point).

NVL's tanking happened so quickly that a few more days are needed to sort it all out and see how quickly these issues can be resolved.

If it won't be resolved quickly, then alternate measures can be taken. Other wines if wines are tied up, refunds, ask customers what they prefer. Lots of headaches no matter what they do, but keep customers informed and updated. Always. Do that now even to say more info coming later.