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Event Response Management – Best Practice for Business

Disaster response, not the two words any business wants to hear but as the saying goes, especially if you happen to be a scout, Be Prepared! This article is more about event response, your action as a business to engage with your customers should anything effect your service to them.

Responding to something is the second phase of managing your event and given that your customers are your number one priority, how you communicate with them is telling about you as a business and will impact your customer’s opinion of you.

Firstly they need to know that a problem has occurred.

Secondly, they need to know what it is and the impact on the service you offer to them.

And finally putting their mind at ease telling them that you are doing everything in your power to ensure minimum disruption for them.

In this article I am not referring to extreme cases where peoples lives are at risk, basically “things that really matter” but more about ensuring that your business is transparent, takes ownership and understands the value of the customers need to know what’s going on.

Highlighting an issue, even if you are not required to, will encourage your customers to respect your integrity.

So, what do you need to cover in your response communication?
• The date and time the disaster occurred
• The impact the event has on your business and your customer service or products
• The plan your business is taking to recover
• The emergency contact information for customers
• The date and time the event was resolved

The more information you can give your customers the higher the chance that your customers will continue to want to buy from you.

At Forth we are known for our agility in such situations. We have rapid, almost cheetah-like response handling, mailing your customers the minute you need to inform them. You can’t muck around, and we don’t.


Jamie McBride
Head of Marketing

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