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Client's Business Problem
One tool that Siebel System's leaders use to measure customer satisfaction and identify issues is a regular, company-confidential customer satisfaction survey. Damaging portions of this survey were leaked presumably by a former employee and competitor to market analysts, media, and financial analysts.
Prior to this leak, an upstart analyst firm received wide coverage for a negative study published about Siebel Systems' customer satisfaction. This study was conducted in a way that distorted customer input, and the study was based on a very small number of Siebel's customers. This coverage, combined with overall high levels of media skepticism, combined to create a highly volatile situation.
Communication Objectives:
- Limit coverage of the negative customer satisfaction issues
- Defuse sensationalism once of report
Target Audience:
- Business & trade press
- Customers, prospects, and partners
- Investors
- Industry and market analysts
Strategy:
The PR strategy was multi-pronged and changed dynamically as the situation progressed.
Tactics:
- Contain and offer context: Initially, OnPR worked closely with our key reporters and analysts to monitor the scope of the distribution, which began with a single market analyst who notified the company of the leak. We predicted which reporters and analysts were most likely to be the target of this leak and had upfront discussions with them to stave off coverage.
- Prepare for the worst: OnPR worked with Siebel to gather data that would directly refute the implications of the leak. This included getting updated information about the client issues identified in the leaked report (all issues that had been addressed by Siebel already) and getting customers identified to provide interviews and quotes if needed to counter the report.
- Proactively provide balanced information: At the same time, OnPR recommended that Siebel proactively brief key reporters about Siebel customer satisfaction milestones. This included a media tour that provided reporters with data about overall customer satisfaction, updates about customer ROI data and on upgrade customer adoption information.
- Take control: In the initial weeks, the leak was confined to a few reporters and analysts. These individuals were identified during the course of OnPR situation monitoring. They were briefed thoroughly about Siebel's customer satisfaction survey methodology, overall results and actions taken to address issues - those identified in past surveys and the leaked report. In all cases, the reporters and analysts appreciated the briefing and decided not to file reports or stories. However, rumors that financial analysts had received portions of a leaked internal Siebel document began to circulate and news of the rumors appeared on a Yahoo financial website. At this point, OnPR and Siebel were determined to take control of the situation and offer a wider briefing via a general webcast to reporters and analysts. OnPR mobilized quickly to issue a news briefing and send personal invitations to Siebel's key reporters.
Results:
By aggressively addressing the situation, coverage focused on how Siebel conducted a Webcast to outline the situation, put the customer satisfaction issue into the context of the internal executive report, and explained how the company addresses customer satisfaction issues.
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