Some people have asked me what Nikon should have done re: the D800 focus problems. Okay, here it is:
- Show the customer that you are listening. "We've been hearing that some users are having issues with focus on the D800. We're heard you, and are looking into this. Please give us a little time to complete our research."
- Clearly communicate any problems you found and their resolution. "We've determined that there was a problem with some D800 cameras. Here's what the problem is: X. Here's how to test for whether your camera has it: Y. Here's what to do if you find that your camera has it: Z. We are committed to fixing any and all cameras that have this problem as quickly as possible and apologize for the inconvenience."
- Thank and reward your customer. "Thank you for sending your camera in for fixing. We have determined that it (had/didn't have) the problem and have (fixed it/returned it with a clean sensor). We hope you will accept this small gift (4GB card, Nikon keychain, something) for the inconvenience that this problem caused you."
And no, I can't take credit for those steps. They are basic PR Crisis 101 for big companies, and well documented. Thus, I'm left with only two possible conclusions: (1) Nikon doesn't believe there is a public relations crisis; or (2) Nikon believes they have a better (non) response than the standard public relations crisis handbook lists. Since I think #2 is a wrong answer, that only leaves me with #1 to consider.