“We have received your inquiry and are working diligently to process it. However, due to higher-than-normal email volume, there may be a slight delay in our response time.”
Have you ever received a canned reply like this before from an online inquiry?
Can you guess who this is from at this particular moment in time?
While it’s from is relatively irrelevant, the idea of your marketing strategy to handle this kind of worst-case scenario and being prepared is relevant every single day.
- What services do I offer my clients? Are they focused and well-defined?
- Am I prepared for something to go sideways, generating a state of emergency or panic for the company?
- What are you prepared to do if the schmidt hits the fan?
- How quick is your reaction time to an urgent situation?
- What’s your marketing plan for a state of emergency?
This company, Equifax, was seemingly ill-prepared for any sort of attack or hack. And they waited too long to take action, or at least any visible action as seen from the customer bleachers. Now, they’re literally flooded with demand. Really, is this true: “…higher-than-normal email volume“? I’d guess it’s unfathomably understated.
Their accountability is hitting a low point and now how do customers decide to ever trust them again?
Marketing is communication. The very least Equifax should have done is to publicly announce they’d been breached; that they were aware and share that awareness for their clientele. Delivering bad news isn’t a fun task. All the same, marketing and the communication it demands, is still owed to those who trust us with their time, attention and business.
I’d rather get an announcement of something gone seriously sideways directly from the company is a very timely manner than read about it on some online platform or hear it on the street in conversation.
How an entity responds to an incident with its marketing power is very telling to me. It tells me how much a firm is paying attention, what the true commitment to the customer is (the more transparent where appropriate the better), and if I even want to do – or continue to do – business with them.
Getting your marketing in order is critical to effective strategy (aka plan). For the best of times and all across the rainbow to the very worst of times.
Is your marketing ready for fan time?