Tuesday, May 13, 2008

危機管理出動

正當大家注視緬甸大災難之際,內地四川的地震又再一次叫人痛心,皆因同胞遇難也。還記得年初雪災已令經濟構成影響,今次地震死傷不少外,對農作物的收成會否也帶來負面影響呢?早前講的農脹恐怕會加劇。至於內地公布通脹惡化,早已是預料之內,奈何中央無計可施,是次還添災難,的確為今日的港股帶來不利因素。

本港這邊廂也有兩間公司不好過,他們就是突如其來被剔出恒生指數的電訊盈科(008)和長江基建(1038)。儘管證券界朋友早已話電盈交投和規模已漸失去恒指成分股的條件,但在多次檢討中均能過關,估不到私有化盈大地產(432)失敗,無法擴大公司規模後,就被踢出來。可知道失去成分股身份,首當其衝的影響就是指數基金要沽貨換碼,買入恒指新貴,對電盈和長建股價難免構成不利影響,更嚴重的是,身份降一級,對融資等多少也失去一些優勢。

現時內地中央高層和這兩間上市公司的管理層均要採取同一行動:危機管理(crisis management),所不同的是,他們面對的,分別是市民和股東。

不要看輕危機管理,根據美國《危機管理》一書的作者菲克普曾對《財富》雜誌排名前500強的大企業董事長和總裁(CEO)做調查,發現高達80%的受訪者認為現代企業面對危機,就如人們必然面對死亡一樣,已成為不可避免的事情,其中14%更承認曾受到嚴重危機的挑戰。

禤中怡早前離港,估不到亦體驗了航空公司的危機管理手法。話說回程check in時,地勤人員突提出是否願意乘搭下一班回港的航班,因航班overbook所致。要客人延遲返港,自不然要給著數,禤中怡所獲賠償並非提升至商務客艙,地勤人員話每人可獲總值75美元(約585港元)的禮券,雖未有計算實際回報,但代價吸引,交易最終成交。為甚麼航空公司出手如此闊綽呢?從航空服務員得知,原來其中一班回程飛機機件發生故障,令全日回港航班數目從3班縮減至只剩兩班,難怪要找方法疏導乘客了,幸好禤中怡一行只是遲1個小時出發,卻變相每人賺了500多元。

飛機臨時出現問題而停飛的機會相對較低,但航空公司在危機管理上,可見處理要夠快,出手還要夠重,否則客戶怨聲載道,商譽一旦受損,多多錢也難追回。重要的是,更可將危機轉化成商機,建立口碑,況且航空公司在機上出售的貨品,成本實屬有限,實際損失不多。若有客戶滯留,需延遲一日回港,試問安排酒店加膳食的費用,與那些禮券比較,哪個成本較高呢?

見到緬甸災難,再加上四川地震,禤中怡決定將所獲賠償轉贈予這兩個地方的災民,相信會更有價值,大家何不齊齊幫一把呢!

(5月13日刊於《am730》)

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