Singapore. (2 August 2010. 1040 hrs). YahooNews today reported on the poor quality of Singtel's MIO free movie service over the weekend (http://sg.yfittopostblog.com/2010/08/02/singtel-please-fix-teething-issues-quickly/.) The reporter equated the free movie to watching a pirated movie with the poor audio and start-stop images. The reporter went on the comment on MIO's track record of poor quality and poor service citing its $50,000 fine by the Media Development Authority of Singapore and the poor quality of the recent World Cup coverage.
It will be interesting to watch how Singtel's PR Department will respond to this current attack on the quality of its MIO service. As there is clearly a trend of poor service and poor quality, the usual PR lines of "this is an isolated incident' is unlikely to hold.
As a Crisis Communicator, my stakeholder analysis would identify two key stakeholders - potential customers and existing customers. The former's main concern/ issue would be feeling "cheated" over not receiving the quality of movies they have paid for, while the latter's concern/ issue would be hesitation to sign-up as they would not want to be "cheated".
My advise to Singtel would be to be open and upfront on issues, and acknowledge the challenges of rolling out new and advance technology. Singtel should also state the specific actions they are taking to address the problems and the timeline for it to be resolved. To address stakeholders' concern of being "cheated", Singtel should unilterally offer their customers "compensations" in the form of discounts or free movie credits to affected subscribers until the technical issues are solved.
It will be interesting to watch how Singtel's PR Department will respond to this current attack on the quality of its MIO service. As there is clearly a trend of poor service and poor quality, the usual PR lines of "this is an isolated incident' is unlikely to hold.
As a Crisis Communicator, my stakeholder analysis would identify two key stakeholders - potential customers and existing customers. The former's main concern/ issue would be feeling "cheated" over not receiving the quality of movies they have paid for, while the latter's concern/ issue would be hesitation to sign-up as they would not want to be "cheated".
My advise to Singtel would be to be open and upfront on issues, and acknowledge the challenges of rolling out new and advance technology. Singtel should also state the specific actions they are taking to address the problems and the timeline for it to be resolved. To address stakeholders' concern of being "cheated", Singtel should unilterally offer their customers "compensations" in the form of discounts or free movie credits to affected subscribers until the technical issues are solved.
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