You’re driving down the road, listening to your favorite songs and then boom! … someone demolishes your beautiful Chevy Volt. Two things go through you mind: First, your car is destroyed but that seems to be of little consequence right now because Oh no your car is on fire!
It wasn’t the spontaneous explosion that we are all imagining when we heard about the Chevy Volt's battery spontaneously exploding and catching fire after a crash. In fact, after the test it took three weeks for the battery pack to catch fire. Following more tests GM issued a “call back” (not recall--semantics) of 8,000 vehicles to give them “enhancements” to fix the problem. This could create a problem or and golden opportunity for GM depending on how the situation is handled. How can GM avoid a PR crisis?
Remain open, transparent and admit to the problem. GM has actually done a good job of being open about the problem for the most part. This is critical because people do not want to feel like they are being lied to or something is being hidden from them. Especially something that could cause personal harm. Chevy used social media as its main tool for providing the information on the “call back”. Only 3% of Volt owners turned their cars in for a loaner. Perhaps social media shouldn’t be the sole source for information in these types of situations.
Tell your customers what you are going to do to fix it. If something is wrong people want to know what you are going to do to fix it. Not just a general idea like “enhancements” but specific and detailed solutions. Doing this shows your customers that you care about them and you are taking steps to solve the problem. GM has outlined specific solutions in their blog.
Keep an open line of communication, listen and respond. People are going to be talking. This is where social media will be the winning tool. It’s a great time to actually listen and then respond with relevant information to what people are saying. The open communication, even when commenting on negative feedback, will result in a positive brand image.
Do you feel GM has handled the battery issue with the Chevy Volt well so far? Tweet us @PierceMattiePR.
Posted by Colby Bair on January 16, 2012 11:26 AM
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