Reputation Gurus

Research In Motion broke the cardinal rule of crisis management this week. Rather than explain the problems that led to Tuesday night’s Blackberry blackout, the company has tried to ignore its way out of a problem. I, for one, haven’t received so much as a “Gee, we’re sorry” email from the company.

“Crackberry” doesn’t mean we’re addicted to R.I.M.’s four-inch-square plastic box. We’re addicted to information. Interrupt the flow and we’ll do what any addict does: find another supplier.

Companies that bet on market dominance to get them out of a jam have been on the losing end of customer frustration. R.I.M. should remember the lessons of Sony Playstation, Kryptonite bike locks or Intel. All three brands tried to bull their way through quality, supply or service issues. All three were slow to respond to customer complaints. All three got in trouble. All three long for their previous market share.

Blackberry is no longer the only game in town. Customers nationwide voiced frustration that the company offered no explanations, no assurances and no satisfaction. R.I.M. better realize that its franchise is fleeting … and that customer loyalty is built on good relationships. Until it does, it risks quickly throwing away the bank of good will that its superior products have, till Tuesday, built up.