One Star Rating for Crisis Response!

 

One Star Rating for Crisis Response!

With consumers obtaining information at a fast rate thanks to social media, companies are unable to simply hide from emerging crises. You’ll be left with a negative brand image if you don’t approach the situation well. After all, your rivals are still an option for your consumers when you’re unable to deliver.

 

Just as when J&T Express Malaysia was unable to deliver customer’s packages due to their misconduct and lack of action to their employees. The company recently issued an apology letter regarding the ‘Employee Wages Incident’ and in all honesty, it was just a poorly written page full of unclear and insincere messages.

 

They did not address the issue of low commission rates for the employees, they lied about their calculations, and did nothing against the staff who committed damage of property rather made them only verbally apologise to the public. This form of crisis communication won’t suffice to the public who are well aware of the situation at hand.

 

With just one viral video, consumers nationwide were exposed to the shortcomings of the company and were able to dig out any information the company may have tried to hide. If the company’s message does not correlate to their actions, consumers are able to quickly point it out.

 

In the time period of this issue coming to light, consumers and shop owners on platforms like Lazada and Shopee quickly changed to rival logistics companies in order to efficiently continue their business operations. Without a doubt, these supplier's reputation plummeted thanks to J&T's poor choice of words and actions.

 

From J&T’s fiasco, brands must understand that in a crisis, you must be honest and transparent with your words. You can’t simply sweep your role under the carpet in hopes that nobody checks underneath. When all the facts have been spread in mass media, you have to own up to the issue and make the right choices.

 

Without the right actions such as filing a police report against staff for damage of property, clear evidence of better treatment to employees, and compensation for consumer’s damaged goods, your consumers lose faith in the brand.

 

Why support a company that tries to avoid the truth when they can opt for a more reliable brand?

 

Your stakeholders aren’t just the customers and clients, but the employees as well. Poor management of your employees then making them the main cause for crisis is not appealing to anyone.

 

Before you plan to deliver your products, learn how to deliver effective communication and acknowledge your shortcomings.