Print is not dead: NAB takes out newspaper ads to apologise for outage

Brands still turn to 'trusted' print to apologise and build connections with customers

NAB has followed the lead of Cambridge Analytica, Facebook, KFC UK and other high-profile brands looking to gain back customer trust and used a full-page print ad to apologise for a weekend server failure that left customers without access to bank accounts for five hours.

The outage downed ATMs, EFTPOS and online banking across the country and occurred at a time when Australian banks are already suffering serious brand damage through the Banking Royal Commission.

In an effort to ‘make it right’, NAB has promised to compensate business customers who suffered losses.

In its printed apology in News Corp newspapers today, NAB CEO, Andrew Thorburn, said sometimes things can go wrong. But, if they do, the commitment is at NAB to always make it right.

“Our promise to our customers is to be about more than money," he stated, echoing the bank's brand campaign. "Inherent in that promise is the expectation that, as your bank, we get the fundamentals [the “money” bit] right. On Saturday we failed to do that.

“Many of our services didn’t work for several hours because of a nationwide NAB outage. This affected and deeply inconvenienced many of our customers and others just trying to get their Saturday shopping done. We’re truly sorry this happened and apologise.

“To our business customers who lost money as a result of this outage, we’re committed to compensating you for your loss. We’d like you to know we’ve found the cause of our outage and have acted to prevent that particular problem happening again.”

Commenting on the choice of print advertising, Carat Media CEO, Paul Brooks, said print remains a trusted, authoritative medium with consumers. This is despite the digitisation of media and decline in despite in print readership across mastheads.

“There is a degree of finality to it that works well from a trust perspective. Once something’s printed in black and white, there’s no going back on it or changing the narrative, which shows readers – and customers – a willingness to stand by what you’ve said,” Brooks told CMO.

Brands will make mistakes, like anyone. It is how they handle those mistakes which can make or break them, Brooks continued.  

“In situations like this, where trust has been compromised, people are generally looking for three things: Transparency, action, and empathy,” he explained.

“Naturally, they want to know what happened, why, and what you plan to do – or ideally are already doing – to rectify the situation. Where brands can often fall down though, is on in the final aspect – empathy. Without acknowledging the impact or ‘cost’ to the customer in a genuine way, you’ve really only gone part of the way.

“NAB has done well on that front here.”

NAB customers have been directed to visit nab.com.au/outage and lodge their complaint.


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in