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ING Direct Canada - TV Commercial Ignites Social Outcry

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Celent have reviewed this profile and believe it to be accurate.
2013/01/22

コメント

  • My sense is that they have taken the appropriate approach in that they have acknowledged the public reaction, apologized for it and removed the offending media.

    I think that in this case, it was pretty easy and probably won't amount to a true crisis.

    I think the real challenge around this kind of thing is when a company is criticized for something they have intentionally done (or not done) and want to continue traveling the same path. In my area, we have few choices around what Internet Service Provider we can use. Checking the Facebook page of one of them leads into a series of accounts of service disruption reports in specific areas where one can hypothesize they aren't investing because of low population density. All they can really say is something along the lines of "Please call our customer service line at...." because they really have no intention of addressing the issue. Folks in downtown Portland on the other hand are dealt with differently. It doesn't take long to see through this as a consumer.

    When you can change course as a result of the feedback, the results are less likely to incur a crisis. When you can't, you're left with messaging in a suboptimal situation.