John Cridland's comments about how companies should operate and how they should focus on the needs of their customers makes a refreshing change.

There is no doubt that his comments are hard hitting but in an era where a company (or charity) crisis seems to be an everyday occurrence, something is obviously going wrong.

Part of the answer may lie in companies choosing to fall back on their CSR strategies rather than spending the time and effort needed on strengthening their core activities, and their engagement with customers.

There is a danger that companies rely on the messages generated by their CSR strategies when faced by a crisis. The media, the public and customers will increasingly find this unacceptable.