Favorable ratings help out immensely during a crisis. It can serve as the good will or good credit that organizations can rely upon and turn to when the client feels threatened with a risk or company crisis. The idea of being able to have garnered more credit will allow the customer to trust the organization when crises emerge and not quickly turn and run from them. Conversely, when companies have not developed this good will or good credit from customers, the slightest hint of challenging situations will prompt the customer's immediate departure, causing a loss of business. Part of the reason why established organizations are able to weather through and endure challenging situations is because of their good reputation developed prior to it. For example, if Toyota had an awful reputation prior to their recent recall challenges, the company would be in an even worse predicament than they are currently. It is only because they have been able to develop so much good will and credit with the consumer that they can "cash it in" at this time, when they sorely need to do so.