During the attack:
If we re-read the article, I mentioned above, in just hours, hundreds of thousands of customers were without broadband services inundating company calls centers asking for help…
So at this point, there is an attack going-on, we are in crisis mode and we need to act fast to resolve the issue or at least minimize damage.
Time is now the currency!!! What crops to mind here is the following mantra:
Communicate, communicate, communicate and be open and honest! Crisis management and more specific here, crisis communication plays the main role.
But wait a minute: communicate with whom, when, how ? Again a shopping list:
- Customers
- SOC Team/s
- Employees
- External parties, third-party vendors
- Press
- Government and relevant authorities
On the crisis communication subject, I have really enjoyed the Crisis Communications: The Definitive Guide to Managing the Message book written by Steven Fink. I love this book because it highlights that a crisis can be bad, but bad communication or no communication at all can make the crisis a lot worst…and even kill the business!!! So what happened at Liberty in 2015 was bad, but a more recent incident involving a marketing database with almost 1 million customer’s data left in the open made me thinking about company-customers relationships.
The breach I am referring to, was caused by an incorrectly configured database, and exposed sensitive customer information such as full names, email addresses, dates of birth and contact numbers since at least April 19 2019. Additionally, some customers had details of their contract exposed. This included requests to block or unblock pornographic or explicit websites, potentially enabling blackmail and extortion opportunities for fraudsters.
Using same approach as previous section I would like to elaborate on two bullet points:
- Being open and honest will always pay off
- Being timely is a MUST and keep everyone updated on what is happening and what is being done to resolve or mitigate the crisis.
There is no point to hide the facts and keep customers, employee, press etc…in the darkness as soon or later the story will unfold and if told by others it might damage reputation of CEO, executive team, enterprise, to a point where things will be irreversible…
Obviously the verbiage will have to be different according to the audience and assurance provided to the customers that company is on top of the matter, teams are working around the clock to solve the crisis and compensation for loss or damage will be assessed and provided. And that from the company’s perspective, before being sued, going to trial, having to pay a fine to relevant authorities, etc…
A company that cares and see an attack as an opportunity to improve services and strengthen relationships with customers, will always win over companies trying to hide the facts or shift the blame somewhere else…Now thinking about Chinese word "Weiji".
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