Lessons for any company in AirAsia plane crash

After the demise of AirAsia Flight 8501, the company CEO quickly apologized, comforted families of the victims, and sought solutions. In the history of corporate mea culpas, this one stands out.

|
AP Photo
AirAsia Group CEO Tony Fernandes walks past relatives of passengers on AirAsia Flight 8501 at Juanda International Airport in Surabaya, East Java, Indonesia, Dec. 28.

Corporate officials are getting better at taking responsibility for their company’s tragedies, but nothing quite compares to this week’s actions by Tony Fernandes, the chief executive of the Malaysian airline company AirAsia

After one of his airplanes fell into ocean Dec. 28 with 162 people onboard, the young entrepreneur quickly met with families of the missing to comfort them and to apologize. He promised he would not “be running away from any of our obligations,” implying financial compensation. A day later, he took a hands-on approach to the recovery effort. 

His actions seemed more sincere than the usual sort of “reputation repair” adopted by many corporate executives after a disaster or mistake.

“I am the leader of this company, and I have to take responsibility. That is why I am here,” he told reporters in the Indonesian city of Surabara where the aircraft took off. “Even though we don’t know what’s wrong, the passengers were on my aircraft.” After seeing the plane’s wreckage, he tweeted about the “soul-destroying” experience.

AirAsia is the largest budget airline in Asia with 8,000 employees and a solid safety record, which may help account for Mr. Fernandes’ spirit of public contrition and a quickness to make amends and seek solutions. His actions are in contrast to the official reactions to the two other air disasters last year involving another airline, state-owned Malaysia Airlines: the mysterious loss of Flight 370 in March and the shooting down of Flight 17 over Ukraine in July. In those tragedies, officials were far less responsive or transparent in acknowledging mistakes or making amends.

The last prominent apology by a top executive was a mea culpa by General Motors chief executive officer Mary Barra last March. She apologized for mistakes made by the world’s second largest automaker in putting a faulty ignition switch in 1.6 million vehicles – and knowing about it for years despite many reported fatalities. She promised to rearrange GM’s safety management. In contrast, it took petroleum giant BP a long time after its 2010 oil spill in the Gulf of Mexico to learn how to be both contrite and corrective.

“Do not ruin an apology with an excuse,” said Benjamin Franklin. He might have added that “I’m sorry” is never enough unless the damage is also repaired. 

Any executive who recognizes an error with sincere remorse and then puts it to rights sets an important precedent. For the airline industry, Fernandes has done that in the days after this latest tragedy.

You've read  of  free articles. Subscribe to continue.
Real news can be honest, hopeful, credible, constructive.
What is the Monitor difference? Tackling the tough headlines – with humanity. Listening to sources – with respect. Seeing the story that others are missing by reporting what so often gets overlooked: the values that connect us. That’s Monitor reporting – news that changes how you see the world.

Dear Reader,

About a year ago, I happened upon this statement about the Monitor in the Harvard Business Review – under the charming heading of “do things that don’t interest you”:

“Many things that end up” being meaningful, writes social scientist Joseph Grenny, “have come from conference workshops, articles, or online videos that began as a chore and ended with an insight. My work in Kenya, for example, was heavily influenced by a Christian Science Monitor article I had forced myself to read 10 years earlier. Sometimes, we call things ‘boring’ simply because they lie outside the box we are currently in.”

If you were to come up with a punchline to a joke about the Monitor, that would probably be it. We’re seen as being global, fair, insightful, and perhaps a bit too earnest. We’re the bran muffin of journalism.

But you know what? We change lives. And I’m going to argue that we change lives precisely because we force open that too-small box that most human beings think they live in.

The Monitor is a peculiar little publication that’s hard for the world to figure out. We’re run by a church, but we’re not only for church members and we’re not about converting people. We’re known as being fair even as the world becomes as polarized as at any time since the newspaper’s founding in 1908.

We have a mission beyond circulation, we want to bridge divides. We’re about kicking down the door of thought everywhere and saying, “You are bigger and more capable than you realize. And we can prove it.”

If you’re looking for bran muffin journalism, you can subscribe to the Monitor for $15. You’ll get the Monitor Weekly magazine, the Monitor Daily email, and unlimited access to CSMonitor.com.

QR Code to Lessons for any company in AirAsia plane crash
Read this article in
https://www.csmonitor.com/Commentary/the-monitors-view/2015/0101/Lessons-for-any-company-in-AirAsia-plane-crash
QR Code to Subscription page
Start your subscription today
https://www.csmonitor.com/subscribe