CHAN BROTHERS & WANG LEI: IMPORTANCE OF CUSTOMER SERVICE IN MITIGATING CRISES

Image Credits: Chan Brothers consumers have with their brands. The POC should have:

The relationship between travel agency Chan Brothers and local artiste Wang Lei is turning sour with the latter’s recent livestream statements pertaining to a private Europe tour.

On 16 July, Wang Lei made several allegations about his tour experience with Chan Brothers: about misrepresentation (“I bought a salmon, you gave me a sea bass. I bought a ‘mao shan wang’ (durian), you gave me a D24”) and unresponsiveness to feedback.

The shareability and virality on social media tend to escalate issues further. In this digital space, brands should have a team that conducts daily community management and is responsive to social chatter.

For issues that are gaining traction, brands should aim to reach out to the complainant and publish a holding statement on social media within one hour, or latest – one day to share a public statement.

His 27-minute-long livestream had over 300k views with 7k reactions and comments, with some netizens sharing the same sentiments.

1. Speed in acknowledging feedback and concerns

2. Empathetic and share a listening ear

Two weeks later, on 31 July, Chan Brothers declared that they will take legal action against Wang Lei for the “false and unfair allegations”.

3. Provide prompt assistance

4. Positive attitude and respect

It will mitigate the chances of bad customer experiences escalating into PR crises.

Sources: The Straits Times, Marketing-Interactive, Mothership, Chan Brothers, Wang Lei

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