危机管理经典案例之:星巴克种族歧视危机

靖博 阅读:7539 2018-05-15 14:01:37 评论:0

危机事件终年不断,但大多是败笔,少有成功处理危机的案例

今年4月星巴克对一起突发事件的处理被很多媒体和安全专家称为教科书式的成功案例,但近距离观察事件全过程及星巴克的一系列反应,也有几处细节值得商榷。

事件回顾

2018年4月12日,美国费城的一家星巴克店里来了两个黑人青年。两人坐在那儿好一会儿什么也没买。过了一会儿,其中一个黑人青年起身去卫生间,但被店员拒绝,称店内卫生间只对来店消费的顾客开放。接下来,星巴克门店经理问这两人是否要点单(大概说的是Can I help you?),对方说他们只是在等一个同事准备在星巴克店里开个会。

以下是其中一个当事人的回忆

Nelson initially brushed it off when the Starbucks manager told him he couldn’t use the restroom because he wasn’t a paying customer.

He thought nothing of it when he and Robinson, his business partner, were approached at their table and were asked if they needed help. The 23-year-old entrepreneurs declined, explaining they were just waiting for a business meeting.

A few minutes later, they hardly noticed when the police walked into the coffee shop until officers started walking in their direction.

“That’s when we knew she called the police on us,” Nelson said.

(source: https://www.theguardian.com/business/2018/apr/19/starbucks-black-men-feared-for-lives-philadelphia)

店长于是报警,警察赶到,将两名黑人青年带上手铐带走,理由是trespassing(非法闯入)。据目击者称,当时两名黑人青年等候的同事也赶到了,跟警察解释他们只是约定在星巴克会面。警察依然将两人带离。两人被带至警局采集指纹、拍照,被滞留9个小时后因证据不足被释放。

事件过程被店里的顾客用手机录了下来,并上传网络,立即引发公愤,网络上出现抵制星巴克的抗议声。亦有目击者拍摄录像显示当时也有白人顾客没有点单坐在店里。

两天后(4月14日,星期六,上午9:59),星巴克在其官方推特上发布致歉声明。

CEO Kevin Johnson acknowledged “a disheartening situation in one of our Philadelphia-area stores this past Thursday, that led to a reprehensible outcome.”

Starbucks’s executive chairman, Howard Schultz, said he was “embarrassed” and “ashamed” of how the employee handled the incident.

Schultz added: “There’s no doubt in mind that the reason [the police] were called was because they were African American. I’m embarrassed by that, I’m ashamed of that. That’s not WHO Starbucks is. That’s not who we’ve been, and that’s not who we’re going to be.”

事后,星巴克董事长Shultz还在西雅图的星巴克支持中心开设了一个公开论坛,邀请所有员工在论坛上分享自己经历过的种族歧视。

尽管这样,网上仍有人质疑CEO个人对种族歧视的敏感态度有多少进入了星巴克的企业文化和精神。

(source: https://www.washingtonpost.com/news/business/wp/2018/04/14/starbucks-apologizes-after-employee-calls-police-on-black-men-waiting-at-a-table/?utm_term=.8e373f269785)

4月16日,星期一,星巴克CEO Kevin Johnson与两名黑人青年见面。并在ABC早安美国节目公开道歉。

4月17日,星期二,星巴克宣布将于下个月对其8000多家门店关店半天,用以向其17万5000多名员工进行“种族偏见教育培训(“racial-bias education” training)。

这一举措得到了大多数媒体和安全业内专家的好评。

4月19日,当地警长对事件表示遗憾,但称初警的警员无过错。

此言再次引发民众对警察执法方式的不满。有人群在警察局外抗议,并呼喊口号“Police Department, you can’t hide, we can see your dirty side.”

4月22日,事发门店外再次爆发抗议示威。

5月11日,Shultz公开表示星巴克的洗手间向所有人免费开放。“In terms of the bathroom, we’re going to have to make sure that – we don’t want to become a public bathroom, but we’re going to make the right decision 100 percent of the time and give people the key, because we don’t want anyone at Starbucks to feel as if we are not giving access to you to the bathroom because you are less than.”

至此,星巴克种族歧视危机暂告一段落。

从事发起,星巴克的危机团队反应较迅速,总结一下,有以下几点做的很好,但可以更好:

- 事发后立即展开内部调查。

- 涉事门店经理已离开星巴克(离职原因未通告)。

- 及时在推特致歉。(合理利用社交媒体,反映迅速的当。)并向全体员工发布备忘录,重申公司对种族歧视的立场。(尽管如此,事发两天后才公开致歉,已错过最佳反应期。一般来说,危机事件被媒体公布后的一个小时内是公司的黄金反应期。几乎没有公司能做到这一点。)

- CEO亲自会见涉事顾客。

- CEO接受电视采访并在电视节目中公开道歉。

- 董事长公开发言谴责星巴克部分员工种族歧视思想令人发指。(事件升级直至董事长,表现了公司对事件的重视)

- 董事长决定星巴克将关停全美所有门店半个工作日用于对全体员工进行种族偏见教育培训。

- 董事长宣布开设公开论坛请员工分享种族歧视经历。

我们将拭目以待5月29日星巴克的“关店培训”承诺。

参考阅读

宾大沃顿商学院的一篇文章:What Brands Can Learn from Starbucks’ Crisis Response

*本文原载于:安全经理人网站 - http://www.securitymanagers.net/starbucks-racist-crisis/

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