BRAND CRISIS MANAGEMENT

MOBILE SUBSCRIBER BRAND

GROUP 3
THE BACKGROUND

Alpha Telecom is a company which serves customers across India. The brand has been
extremely popular owing to low rates charged by the company for its packs. The scaling up of
the technical infrastructure has not been commensurate with the rapid rise in the customer base
for the company. As such, customers are facing issues with their subscriptions where call drops
are becoming extremely common with the network. The technical snags have mounted and
customers are getting subscribed to certain Value-Added-Services due to which they are
receiving ads through text messages and calls even when they are registered on the DND
portal. The massive uproar has created a brand crisis for Alpha company which needs to be
addressed as soon as possible before the brand takes a permanent hit in terms of short-term
and long-term profitability.
THE APPROACH
• The stakeholders here are not just the customers, TRAI is also taking a close look and non-response by the
company may lead to revocation of its license to operate in certain regions.
• The opportunity here is that the current crisis also provides a chance for the company to leverage the service
recovery paradox and come out with even stronger equity on the other side of the crisis.
• However, first, the company needs to prepare in advance for contingencies like the one happening right now.
• Some aspects for it would be:
• Response team creation: This team should be responsible for guiding the company through the crisis. Here, the CEO also needs
to be part of the team and needs to steer the company in these difficult times. Other department heads that must be involved
should be:
• Human Resources: Training employees for crisis handling
• Technical Services
• Legal Services
• Use of social listening and social monitoring tools
• Quick and honest response from a credible executive of the company
• Continuous communication
STATEMENT FROM THE CEO (1)

We at Alpha Telecom have received reports about excessive call drops and ad
services on our network which is causing inconvenience to our customers. We
have taken note of the complaints from our customers and have asked the
technical team to investigate and resolve the issue as soon as possible.

We at Alpha Telecom take customer issues very seriously and assure our
customers that we would share an update soon.
STATEMENT FROM THE CEO (2)

We have identified the technical snags due to which customers in certain areas were facing issues.
The technical team has resolved the issue and we expect customers to receive the highest quality
service henceforth.
We understand that certain customers have been deducted balance owing to the subscriptions on
VAS. We would be refunding the amount deducted for all VAS activated for aggrieved customers in
the last week as compensation to the inconvenience caused to our customers.
Alpha Telecom is deeply committed to serving its customers and has taken steps to resolve the
problem. We thank our loyal customers for having faith in us while the issue existed, and we assure
everyone that Alpha Telecom would continue to maintain the highest quality of customer service as it
has done before.
CRISIS RESOLUTION FRAMEWORK
THANK YOU