“It’s fine to celebrate success but it is more important to heed the lessons of failure.” — Bill Gates
JC Penney recently began airing a TV commercial that apologizes to its customers for mistakes it made in managing its stores.
The commercial’s narrator tells viewers the retailer has listened to its customers and invites them to return for a fresh shopping experience. It’s what we learn from our mistakes that is important, she tells viewers.
Media and business commentators offered mixed reactions. Many (myself included) applauded Penney’s for acknowledging the mistakes. Others, including the Chicago Tribune, seemed skeptical about the commercial’s content.
I concentrate on developing communication techniques, strategies and content. Here’s what I think about Penney’s commercial and the path forward for the company:
- The commercial is a step in the right direction. As a society, we have a willingness to forgive those who sincerely acknowledge their mistakes. It takes character to admit an error, and mature people recognize that it is not an easy step to make. It is likely that the commercial will generate goodwill with consumers.
- The next step in Penney’s communication strategy is key. The apology in the new commercial is important, but it might not be enough to bring back consumers. Media commentators I spoke with expressed doubts about Penney’s chances for a successful turnaround. A few said they believe the commercial is too little, too late. I don’t like to make predictions, so I will keep an open mind. I will wait to see Penney’s next move and the message it conveys.
- Penney’s must convince consumers it has learned some valuable lessons and is acting on what it has learned. The company’s communications effort must articulate the changes the retailer has made and will continue to make to win back customers.
Penney’s faces significant challenges in the days ahead, but I think the company also has a fighting chance of succeeding.
We all make mistakes, and each of us is capable of exercising flawed judgment. Mistakes become major problems when we fail to be honest with others and ourselves about our missteps. If we can find the strength of character to recognize our mistakes and the honesty to admit them, we can start the process of setting things right through appropriate and direct communication.
—Kevin Botterman
Contact Kevin at kbotterman@gmail.com.
