Tiger Woods marital problems have dominated the news since his car crash of Nov 27th, 2009. The public perception of his personal integrity has been damaged and sponsors like Gillette, Accenture, Kellogg, Gatorade and Tag Heuer have reduced or cut his lucrative sponsorship contracts. His marriage may be headed for divorce court. And he has withdrawn from professional golf ‘indefinitely’ to focus on being a better father, husband and person.
This sensational story has dominated the news daily and with great public interest. Why? What are the lessons to be learned here (aside from being faithful to your wife)? For customer satisfaction managers and executives, this story can be used to demonstrate how customer satisfaction principles apply. What is customer satisfaction anyways? Why is there such a public interest in this story? What are all the elements that failed? Who were Tiger Woods’ customers? What is the perspective of each of these stakeholders? I have summarized these issues an article called Tiger Woods’ crash and Customer Satisfaction.
Tiger has a reputation to mend. There are companies that call themselves reputation management companies, but they do not normally deal with issues this severe. They normally deal with internet based comments and focus on hiding or eliminating the evidence on the web. There are public relations firms and lawyers that specialize in handling scandals and public outrage. I am sure Tiger has engaged some of the best and puts his own personal stamp on how things get orchestrated based on his personal style. Who knows what else will be uncovered in the weeks and months to come?
This continuing saga will unfold, with much public fanfare and scrutiny. There is no question that Tiger Woods is a great golfer. Can his reputation be mended over time? What do you think?