How Tesla Can Keep Customers Happy – Even if It Keeps Them Waiting
The exciting unveiling of Tesla’s new Model3 attracted more than 325,000 pre-orders in 72 hours. The Model3 may be the first financially accessible mass-market electric car with a 200+ mile range.
But initial demand producing three times the pre-orders initially anticipated means Tesla could face production delays. Tesla’s communication team would be wise to anticipate and prepare for potential PR challenges caused by missing delivery deadlines to customers. In this week’s podcast, AM:PM PR Co-Founder Pat McCormick, shares advice for protecting a company’s reputation and keeping customers happy when manufacturing challenges delay deliveries.
The Risk of Success
In the past few years we’ve witnessed several overwhelmingly successful Kickstarter projects frustrate their backers and generate negative media coverage when the challenges to manufacturing at scale were coupled with significantly underestimated demand.
Portland-based Coolest Cooler broke a Kickstarter record (previously set by Pebble Watch) raising more than $13 million from backers. Last month, The Oregonian reported that the company’s founder is now seeking a $15 million injection to help fulfill its remaining orders.
I had my own experience with Kickstarter delays after ordering this cat-shaped candle that reveals a metallic skeleton when fully melted. Fortunately, it wasn’t really a must-have item, so I had forgotten about it when the candle finally arrived, six months later. Their communication team was off the hook!
Making a Plan
For any launch, a crisis communication plan is as important as the go-to-market plan. In this podcast, Pat shares tips for preparing a crisis communication plan, and the role the communications team should have in all stages of the planning process.