4. Be Consistent in Messaging and Action
Consistency in message and action are critical to establish trust with your customers and effectively manage risk. Your brochures, website, writings, and the representations made by your staff in the field or during booking can become agreements with your customers. While professional operation reviews, review by legal counsel, and secret shoppers are likely to turn up inconsistencies, an internal audit of marketing, messaging, and documentation should be conducted regularly, and frequently.
Consistency of messaging is not simply a matter of protecting oneself against litigation in the event of a loss, although this is a real concern. Consistency is about creating an environment in which participants and staff understand their duties, obligations, and expectations.
Inconsistencies may stem from exaggeration or misstatements made in marketing materials, by misrepresentations or bad habits that can be repeated and spread among staff, or, in some cases, through misunderstanding inside of a programming/tour group.
In addition to frequent observation of programming staff and review of common marketing materials, keep a watchful eye on social media, customer survey responses, review websites, and video/photo channels. Unclear messaging and representations can easily come from these testimonials and reviews.
Examples of inconsistencies in messaging which can lead to confusion:
• A photo of a client descending a zip line in an inverted position (on a system which does not provide tolerances for riding inverted) can lead others to attempt similar stunts.
• A video of staff wearing improper PSE or not being tethered can lead to other people failing to follow procedures.
• Exaggerating program safety can create an increased duty of care.
• Failure to weigh each participant or haphazardly applying maximum weight limits can encourage participants to downplay the risk posed by exceeding limits and lead to false representations.
• Failure to clearly and repeatedly inform guests of inherent risks in and potential losses during an activity can lead to inattention by participants.
These four steps can play a key role in developing a comprehensive risk management plan—along with professional third-party inspections of course structures and equipment, staff training and certification by a qualified body, and continuing education.
TIPS FROM THE EXPERTS:
Train staff to be aware of messaging and messaging inconsistencies and to look for them. Make a habit of monitoring social media, review sites, video channels like YouTube, and client surveys on a regular basis. Establish guidelines for reporting findings and correcting misrepresentations and/or breaches in practice and procedure.
