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Costa Crociere: restyling of image by McKinsey

mrbean@autistici.org (Mr. Bean - interceptor®) | 10.03.2012 20:55 | London

Costa Cruises is false and a liar! a devoted customer of Costa Cruises says that Costa and Pierluigi Foschi are fake and liars.

Immediately after the accident the ship Costa Concordia, the Chief Executive Officer and President of Costa Crociere, having nothing more pressing to do, has seen fit to flood the earth with tens of thousands of letters in all languages ??of the world telling a different movie from what we've all seen these days in the island of Giglio. More than a few people felt it was teased, and their are angry.

One of these cruisers angry blacks is the Mr. Enrico Migliozzi of Teano (CE - Italy). Anoint those who have been fooled by the simple eloquence, though polished, is not enough. Yes that Migliozzi is a small business owner olive oil, but the initiative more than attract the sympathy of the unfortunate craftsman, has created an uncontrollable desire to respond in kind to Foschi (and in these days we have read many, many of bad letters).

Meanwhile, this is the letter written by Mr. Pierluigi Foschi to Migliozzi:

“Genoa, February 6, 2012. Dear Mr. M. I feel must to wríte to you at such a delicate time, since you have placed your trust and confidence in us as a member of our Costa Club. The terrible Costa Concordia a accident has affected us all very deeply, involvíng our Guests, our employees and one of our spIendid ships. Our thoughts and prayers go out to those impacted by this tragic incident and to their families. Around 1100 Costa Cruises staff members worldwide have been working tirelessly sínce Friday night to deal with this emergency: providing support for the ongoing search and rescue operations, assisting Guests and crew, and makíng the necessary arrangements so they can return home safely. This dramatic and exceptional event, which appears to have been caused by a human error, should never have occurred and no such incident must ever happen again. At this time we are aware of acts of heroism on the part of crew members who saved other people's lives regardless of the risk to their own safety. The crew of the Costa Concordia acted bravely and swifting in a extremely difficult situation and succeeded – despite the terribly demanding conditions – in evacuating more than 4000 people in the shortest possible time: we are proud of our commitment and dedication to your safety. Anyone who knows us is aware that Costa Cruises operates in full compliance with all safety regulations and that our internal procedures are in line with - and in some cases, even stricter than - those laid down in international standards. All our crew members undergo specific training on dealing with an emergency and assísting Guests in the event of an order to abandon ship. Each member of our crews holds a BST (Basic Safety Training) certificate and all perform fortnightly ship evacuation drilIs. Roles, responsabilities and duties are clearly defined and assigned to handle any such emergency. The level of preparedness of Costa Cruises' crews is also periodically verified by Coast Guard Authorities and independent classification societies to ensure that it is in line with the requirements specified in the SMS (Safety Management System). All our cruise Guests take part in a muster/lifeboat drili within 24 hours of sailing, as required by international law. Costa Cruises has a computerized system enabling us to check that all Guests participate in the safety drill. Also, in order to guarantee maximum safety, the number of lifejackets, lifeboat and life rafts on each Costa ship is determined based on the maximum number of persons that can be carried on board plus an additional percentage as a safety margin. Lifeboats carry survival kits with food and water, first aid supplIies and signaling and communication devices. Lifeboats are regularIy inspected both by Costa personnel and by certification bodies. All Costa Cruises ships are certified by RINA (Italian Shipping Register), built to the highest standards and equipped with state-of-the-art technology. We are fully aware of our responsibility to those who place their trust In us; the many expressions of appreciation that we have received over the last few days from Guests who have sailed oni our ships and know our people are a great encouragement to us at this time. This demonstration of your trust and confidence in us, and the pleasure of seeing you on board our ships again, will be the greatest reward for all our efforts. Your most sincerely and gratefully. Pier Luigi Foschi. Chairman & CEO Costa Cruises”.

The response of Mr. Migliozzi? Foschi expectancy would have been a good phrase such as "i obey." (remember Giuseppe Garibaldi at Teano). Instead as soon as our dejected cruiser of Teano received the letter from the President of Costa Crociere, the his shit has gone literally to the brain (and believe it not for the l laxative effect of the olives). Mr. Migliozzi uses the letter just received from the President of Costa Cruises and sends it to the direction of the company angrily, but first you notes down in pen some cute phrases, which is worth transcribing for posterity, with his personal vision of the situation (see letter here reproduced and attached pdf). He writes Migliozzi:

“LIAR!! (THE CAPITAL LETTERS and exclamation points not are ours). These are just all lies and your society did not even care to measure satisfaction and complaints of your customers. Me with my entire family after two cruises we have already made many observations and measurements that you have not even read. I think that you have become the first in the world for the INEFFICIENCY and falsity '(all caps is not ours). I have done and will continue to do negative propaganda. Signed Henry Migliozzi ".

We have the feeling that this letter will read it instead. And not only Pierluigi Foschi. Is it okay to tell lies, but with a little 'measurement. However, the fault of the resounding flop of the entire image is not attributable to Foschi of Costa Cruises. Not everyone knows that at the headquarters of the Genoa-based company has been operating a special task force that serves as Concordia Crisis Unit (a staff of communicators who plays all day to do the 'conference call'' and who writes all the nonsense that then Foschi must sign and send to customers). Perhaps is someone of this nice team who has some 'exaggerated, you do not blame of Foschi. Indeed stricken by disastrous return to image, for once, Pierluigi Foschi decided to take him over the reins of the situation and do all in first person. He called around him the guru of the Communication's McKinsey & Company and give it (the difficult) task of rebuilding the reputation of Costa Cruises after the emergency. McKinsey manage this critical stage and study of communication strategies to try to recover the lost ground (see letters of McKinsey & Company February 29, 2012 reproduced here attached pdf). The consultancy for Costa Cruises will cost 115,000 euros per week (plus shipping and taxes).

Rebuilding a vintage vessel, transforming it from container vessel to luxury liner could certainly be easier. Much more difficult to redesign the company's reputation instead of when it is compromised.

will succeed the gurus of McKinsey in the difficult taskIf they succeed, they can do the same job for RINA, the Italian Naval Register (also for them seems that the image is not set so well).

.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.-.

- “RINA - Costa Crociere: the lies are nothing serious”

- “Costa Concordia: RINA and Costa Cruises lie”

- “Costa Crociere: tomorrow the launch of Neo-Romantic Costa”

- “Costa Allegra, Containership that she believes to be a Transatlantic".

- “Coast of Europe and the secrets of the RINA”

- “RINA - Costa Concordia: small straw and the beam”

- “Costa Concordia: the farce of RINA and IACS”.

- “Recovery Costa Concordia: explosive solution”.

- “RINA: horrors, blunders & mistakes (to 360°)”

- “Costa Concordia: RINA knew all”

- “RINA: other 1000 more deaths on your conscience”.