Some Pastoral Advice For Target In Handling Their Crisis

By now most folks know that Target retailers have had a serious security breach that could affect as many as 45 million customers.

Target is a business and therefore their handling of this situation will involve certain business and economic responsibilities on their part.  That is understandable.

However, the credit card security of millions of their customers is at stake in this situation and that means there are not just business and economic concerns at play in this matter.  There are moral concerns.  In other words, “right” and “wrong” are involved.

I realize this can come across sounding “preachy” and that’s not really my intent.  My intent is to point out that right and wrong still matter, even for a business, in situations like this.  There are reports in the media suggesting that many customers are upset with the ineffective manner in which Target is handling the situation.  There are complaints of trouble contacting the company through its website and call centers.

It is important for Target to do everything possible to assist these customers who have been affected by this crisis.  Even if though it will involve some financial pain.  This is difficult because it could, obviously, be argued that Target has been victimized, as well.  But Target has the most to gain and the most to lose in this matter and so they must be the leader. 

Clearly, this is not pleasant for the retailer, however, difficulties of this nature are an opportunity for a company to demonstrate that they really are unique and special.  It is not an enjoyable opportunity but it is an opportunity, nevertheless, for them to demonstrate that they really care about their relationship with their customers.  (Most businesses will claim that this is a key concern.  Target has an unusual opportunity to show that this is true.)

This could, actually, in the long run be beneficial to Target’s brand perception—if they handle it properly.

If it sounds like I’m against Target in this matter, please know that I’m not.  I hope they come through this crisis effectively and successfully.  But that means they must do the right thing even though it will probably mean some short-term financial difficulty.

Pastor Dan Marler

Oak Lawn, IL