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Piyush Gupta’s communications coup for DBS
The crashing of DBS’s branch, ATM, Nets and Internet banking systems last Monday (5th July) has caused consternation amongst the public, the authorities, and public relations practitioners. All have condemned the mismanagement of the situation, in particular the fact that customers were not updated in real-time as to what was happening via the broadcast media and SMS alerts. From a communications standpoint, we support such criticisms. But there is another side to the story that should not be overlooked, that is, CEO Piyush Gupta’s letter of apology to all DBS customers. The Straits Times today called it a “very personal apology” running to three pages long, admitting that the crisis could have been better handled, and emphasising that DBS took full responsibility for the crash. The personal tone (he signed off “Piyush”), alongside the sense of accountability, responsibility, and ownership of the situation (IBM engineers were implicated, but not indicted) all convey a message of humility and
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