INTRODUCTION
The customer is not always right. Unfortunately, in our litigious society, customers may sue your organization for their own actions, whether due to an accident or their own negligence.
A family is suing Royal Caribbean for the accidental death of their toddler. The toddler’s grandpa put the toddler on the railing of an open window, and she fell through. This is an area that the toddler could not have reached on her own.
Meanwhile, a toddler sneaked onto a conveyor belt behind a Spirit Airlines ticket counter at Hartsfield-Jackson Atlanta International Airport. The mother, who said she looked away from her son “for one second,” has not indicated yet if she’ll sue.
How can Royal Caribbean and Spirit Airlines avoid taking the blame for these situations?
EXPRESS SYMPATHY TO THE VICTIMS
In crisis situations, emotions override logic in most people. You should express sympathy instead of reciting your policies. This is crucial so that you do not seem insensitive to victims, even if an action was their fault.
- Royal Caribbean said, “We are deeply saddened by this incident, and our hearts go out to the family.”
- Spirit Airlines said, “We wish the child the best in their recovery.”
Both were acceptable, standard expressions of sympathy.
INVESTIGATE AND ISSUE REPORT
Make sure you have all the facts. How did the situation occur and could it have been (more easily) prevented?
On a cruise ship, you can’t stop someone from jumping or falling over the rails unless you were to build a cage around the ship. Similarly, the toddler could not have reached the rail of the high open window without her grandpa putting her up there.
Rather than close the windows, which needed to be open to ventilate the ship, a simple and acceptable fix could be to put up “warning labels for dummies” (e.g. “Caution: Contents Hot” on coffee cups). Example: “Warning: windows are open. Do not climb the ledge.”
Even though this action seems unnecessary, Royal Caribbean must do something to ease the concerns of future passengers. Hopefully, reasonable people will see that the cruise line made an effort to avoid a repeat of the situation, even with such a low probability that it would happen again.
Even though the ticket counter wasn’t staffed or open, Spirit Airlines needs to figure out a way to prevent anyone, child or adult, from being able to access the conveyor belt, for safety and security reasons. The airline should avoid blaming the mom for her inattentiveness. One reason is that other parents would likely empathize with her instead of taking the side of the airline.
RESOLVE THE SITUATION AS QUICKLY AS POSSIBLE
Royal Caribbean likely has the funds to sustain a lengthy trial. However, it should take the high road and try to settle with the family as soon as possible to avoid prolonged negative publicity. The settlement should include language that says the cruise line takes no blame, and the family may not say disparaging remarks about the cruise line.
Here’s a potential final statement. “We wanted to help the family put this tragic accident behind them as soon as possible, which is why we reached a settlement.”