Customer remediation in times of crisis

The Optus outage

The recent Optus outage has put the spotlight on effective customer remediation strategies. 

According to an optus spokesperson, at approximately 4am on Wednesday the 8th of November, a routine software upgrade resulted in unexpected changes to routing information that had widespread impacts. This left over 10 million customers without phone and internet activity for the better part of 13 hours. The question was then posed, how will Optus respond?

Thus far, despite the call for refunds from customers, Optus has offered 200GB of free data to small businesses and consumers. While a gesture of acknowledgment, this offer has been met with criticism. The core issue lies in matching the remedy to the scale of inconvenience experienced by customers. In such scenarios, a tailored approach that goes beyond generic offers is crucial for restoring trust.

CRC advocates for a strategy that involves actively listening to customer grievances and responding with personalised solutions. An approach that would also be supported by the direction one would likely take after close review of ASIC Regulatory Guide 277. Action may include financial compensation, especially for small businesses that have suffered economic losses, or other tailored remedies depending on the customer’s specific situation.

The response to the Optus outage highlights a gap in customer expectations and the company’s remediation efforts. A more substantial and tangible offer, as suggested by industry experts, could have been more appropriate. Our approach at CRC involves a comprehensive assessment of the incident’s impact on each customer segment and devising a remediation plan that genuinely addresses their concerns.

The role of transparent communication in such circumstances cannot be overstated. Acknowledging the severity of the issue, as Optus CEO Kelly Bayer Rosmarin did, is a step in the right direction. However, it must be followed by actions that reflect an understanding of and empathy for the customer impact.

At CRC, we specialize in navigating complex customer remediation challenges. Our team, leveraging expertise in Australian financial services, compliance, and customer advocacy, is adept at crafting solutions that not only address immediate concerns but also build customer belief in the long run.

Don’t let a crisis diminish your customer relationships. Contact CRC today to explore how we can help your business transform challenges into opportunities for strengthening customer loyalty and trust.