As this post is published, key words are being analysed by social media monitoring programmes, both automated and using human analysts, meaning there is no such thing as corporate ignorance of what is being said about a company, or a brand – anywhere in the world.
At a time when dashboards can track what is being said or printed, it makes it even more surprising, therefore, to listen to the silence from Research in Motion, makers of Blackberry about the crippling server issues which left millions of users without service for three days and there is an indication now that the problem is still not finally resolved.
A customer needs to trust a company and a product. Break that trust and in the competitive world of smartphones you are likely to lose sales. It isn’t rocket science. It is good corporate communications practice to come out early when a problem emerges, tell your customers openly and clearly what you are doing, say you are sorry and ask for their patience.
The RIM US Home Page this morning still looks as the company is in denial that the problem still exists with a small blue link to the Blackberry Service Update. The UK Home Page has a more prominent service link.
It will take more than this collapse to persuade Blackberry loyalists to look for alternatives. But Blackberry/RIM, as well as fixing the problem, need to take another look at how it communicates with its customers and how fast - as well as solving the problem of course.