Dear GiGi, What is a good opening statement for a crisis involving stolen information in a cell phone company to reassure customers their information is safe?
November 30, 2011
The security of personal information is one of the most important things to a consumer, especially in the telecommunications business. While I’d need more information to talk specifics about this company’s challenge, here are a few principles to follow:
- Take ownership of the situation: accept responsibility for the breach, be transparent about the scope, and show contrition about what happened. The last thing customers want to hear is a deflection of responsibility; they want an apology.
- Reassure customers: Clearly explain what the company is doing to secure the information that was stolen. What steps are the company taking? Are you working with law enforcement?
- Look forward: Address what the company will be doing differently moving forward to better protect customers’ personal information and avoid a similar situation.
The bottom line: the company needs to restore the trust of its current and future customers; without that basic contract between customer and company, it could have a serious problem. And remember, playing the blame game or obscuring information won’t help.
Stay on message,