4 Lessons from Delta’s Epic CrowdStrike Failure
Marcus Sheridan
One of the most engaging keynote speakers on the planet—I create experiences that change how businesses sell, connect, and win | Bestselling Author of They Ask, You Answer | Serial Entrepreneur | Master Storyteller
Oh, Delta… (insert head shake)
“Brand” is a funny thing.
As you’ve likely heard before, “It can take years to build a brand and days to tear it down.”
After the CrowdStrike issue this past week, it appears that Delta was determined to make that quote a reality, as their handling of the moment was, if I may be blunt, a train wreck.
Like millions of others, I was affected by the Delta issues.
Because my son was getting married this past weekend and people were flying in for the event, it caused one problem after another, and it personally cost me thousands of dollars as I attempted to purchase flights on other carriers for various family members who were stranded.
As I’ve observed Delta’s handling of this situation, I thought it helpful to point out some lessons we can all take from this—Big and small brands alike. (Note** Rarely do I point out the flaws in other brands, but because this has become such a public topic that has affected so many, I felt it appropriate to share my thoughts here.)
1.??????? Transparency Matters (especially when it’s hard)
When the stuff hits the fan, just be real, folks. If it looks like it will take days to fix a problem, say it. Don’t sugarcoat reality during times of crisis. Rip the ugly bandaid off as quickly as possible, as this will be much more beneficial in the long run.
If you follow me, you know I’ve been speaking on the topic of brand transparency for over a decade now, as that is what They Ask, You Answer is really built upon.
What’s fascinating is that EVERY brand claims to be transparent. Yet, few manifest the quality in any of their ongoing communication, whether it’s traditional marketing, or the handling of a software glitch-turned-disaster.
2.??????? Speed, Speed, Speed (is Essential)
It was almost as if Delta was in literal slow motion this past week. Now, I’m sure that wasn’t the case behind the scenes, but just to give you a sense, there was one day when my assistant spent FOUR HOURS waiting on the phone to get answers for flights we were attempting to sort out.
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Ultimately, Delta was slow on every level of their response. From recognizing what happened, to what they would do about it, to how they felt about it (more on that in a second), they were wayyyyy behind the eight ball every time.
3.??????? Show a Little Empathy (will ya??)?
It took Delta FOUR DAYS to come out with any statement expressing true sympathy to customers, as well as their plan for making things up to those that were affected (although, as of this writing, it was still very vague and unclear).
Friends, it doesn’t take a genius or someone with an MBA to realize that a little empathy can go a long way in a situation like this. The fact is, many, many people were stranded for DAYS because of this event, leading to fear, worry, and even panic (especially for parents of children flying solo.)
The lesson? Don’t wait to show empathy. Be kind. Be human. The world sure needs more of this.
4.??????? Crisis Management Matters
Clearly, Delta has a crisis management team. They have to, right?? Yet, you wouldn’t really know it after observing things this week. Even the CEO was being heavily criticized for taking a trip to Paris (for the Olympics—Delta is a sponsor) while many of his own employees were still attempting to get home.
And when it comes to understanding great crisis management, leaders must learn to start with two core questions:
1.??????? What was the root cause of this issue?
2.??????? How could we have gotten in front of this? (Was it actually preventable, or could it have been better mitigated?)
No one could likely have seen how such a minor update could cause such a problem for so many this week, and Delta is a strong brand that will get through this, but this moment was not their finest hour for sure, and was a reminder to all of us just how important the basics—transparency, speed, empathy, and management are for any business.
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3 个月Your son was getting married?? OMG, the time flies by. Congrats, my friend. And congrats to the happy couple! PS: Your post is spot on, especially about the lack of empathy, which is sadly all too common.
Multicloud/Cybersecurity/IAM/IT Entrepreneur | Board Member | Advisor | Volunteer | Mom of Two Teen Sons & a Needy Golden Retriever
4 个月I feel for you and am so sorry. It is concerning that they apparently have no clear business continuity/disaster recovery plan or at least not one that works smoothly.
Growth Strategist
4 个月We were affected, but our carrier was United. While they were obviously scrambling to figure out what to do with thousands of people who were supposed to fly on Friday, I have to say that their staff was remarkably pleasant and upbeat AND solved my problem after my 2 hours on hold. I was not expecting that, honestly. I was anticipating they would pass along their own exasperation to me (who was already exasperated). I give any brand a big thumbs up who can be kind, friendly and helpful in the face of adversity. For that, I'd give United a few gold stars. Sorry about your Delta experience on such an important weekend, Marcus.
Delta's recent troubles are a stark reminder that even the best-laid plans can go wrong. Marcus Sheridan It highlights the importance of having a solid plan B and excellent customer service in place. How can businesses build resilience into their operations to better handle unexpected challenges?
You nailed it. I wasn't personally affected but I do know people who were. Massive failures such as this one paralyze businesses and upper management, but you have to break through that and deliver for your customers. That shows your strength as a company...can you break through the paralysis and not add to the trauma that your customers are facing?