CRM lessons from BlackBerry’s service disaster
BlackBerry users are furious at the service outage - and the company's response. So how should it have reacted?
"They run several Twitter feeds (@UK_BlackBerry, @blackberry, @BlackBerryHelp), an official Facebook page, but there have been gaps of over 12 hours between service updates. Ideally, they should be providing hourly updates so users have some indication that they are moving towards a resolution, and this should have been part of a communication programme planned well in advance - something that should swing into action as soon as a serious problem has been identified.”
So, what should RIM have done differently?
"But the point at which things went very badly wrong for RIM was when it claimed everything was fixed, only for the problems to resurface. A problem that is experienced in Europe, the Middle East, Africa, India, Brazil, Chile and Argentina is significant. For it to reoccur is only going to fuel concerns that something has gone badly wrong – either with security or service provision. To leave customers in the dark, or worse misinformed, could turn out to do more lasting damage than whatever was the cause of RIM’s inconvenient issues."
On Thursday afternoon, the founder of RIM released a video statement via the website explaining the reasons for the outage. Mike Lazaridis apologised for the disruption but warned it’s "too soon to say this issue is fully resolved... We know we've let many of you down. You expect more from us. I expect more from us."
You might also be interested in
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 15 years, including Internet Works, CXO magazine and Business Management. He joined Sift Media in 2007.