Reputation can be destroyed in seconds
Jun 17 2003 By Bill Midgley, The Journal
Two small events in recent weeks have brought home just how short-term is the thinking of many organisations.
Actions taken by companies may bring an immediate income - but will certainly lose them customers, as a result of what might well be described as "greed".
The first incident relates to a visit to one of our well-known historical sites within the North-East, when having happily accepted a not-insubstantial entrance fee with a car full of passengers at the gate, subsequent information given was that all the car parks were full and that the only alternative was to drive around the grounds and enjoy what was on show!
Twenty minutes' drive for an outlay of some pounds is not the way to encourage repeat customers.
The second event to which I refer is probably quite small, but it is about a booking at one of our restaurants in the region which has particularly attractive views from certain seats at a window.
As this was a special occasion confirmation was given that the appropriate table would be available, only to find that on the evening this was being used by diners who had appeared a little earlier and expressed their preference for what had been reserved for others.
No doubt a way of ensuring that the business has the best of all worlds, i.e. more income, rather than adhering to their earlier commitment.
Small incidents perhaps. Annoying certainly, but more importantly an indication that companies - far too many companies - do not consider the damage that they can so easily do to their image by taking short-term and often un-thought-through actions.
Immediate income is important, and what most companies need, but sometimes the implications of certain courses of action have to be thought through.
I have little doubt that the majority of companies in the region work very hard at their image, and it would be hard to criticise what they do.
Nevertheless, all organisations need to stand back from time to time and ensure that they, or perhaps more particularly on occasions, their employees, are not damaging their reputation.
A reputation can take 10 years to build, and 10 seconds to destroy, as some have found to the ultimate cost of business; two examples of which I can immediately identify.
It is rather unfortunate that both incidents to which I refer are involved around the broad area of tourism, as this area continues to be our great hope for the future in creating jobs and making a major contribution to the economic regeneration of the region.
The unsuccessful bid for the City of Culture will have many repercussions on our regional economy, and some businesses which may have prospered may now struggle. This will certainly apply in entertainment and tourism, and if we are not to see casualties then such institutions should ensure that they understand the meaning of fair play to those who patronise their organisation.
One final word on the City of Culture, and I know that millions have been written, and there will be much more to come. What about declaring Newcastle-Gateshead as the alternative City of Culture, or even the North-East as "Region of Culture 2008"? We still have a lot going for us, and if all those visitors are to come from Europe and further afield to visit Liverpool, why not persuade them that a few days spent in the North-East as well could be equally, if not more, rewarding.
