Case Study: How “Goodwill Gesture” Can Kill Your Brand
Feb 2014 23

M1 Left Subscribers Stranded Again

Last January, it lasted for 4 days and as a result of that incident, M1 was fine $1.5 million by the Infocomm Development Authority (IDA).
Almost 11 months later, it happened again – this time, M1 was down for a single day on 2 Dec 2013.
Earlier this month, it happened…… again……

M1 Mobile, the smallest of three Telcos in Singapore, left Subscribers stranded, without access to the mobile network for approximately 5 hours on 4 February 2014.
On the same day, a media statement was released on the incident:

SINGAPORE, 4 February 2014 – At about 7:00am today, our customers began experiencing difficulties making voice calls on our mobile network. Some customers were also unable to send and receive SMS or access mobile data, intermittently.
We immediately focused our efforts to restore services expeditiously. However, the complexity of the network required us to troubleshoot the numerous interlinked network entities. This systematic process was necessary to ensure effective restoration of services. Full service was restored at 12:15pm.
M1 has recently made significant investments to upgrade our mobile network by incorporating several new network entities and advanced software features. This has increased the complexity of the mobile network.
Our preliminary investigations suggest that a call processing software issue had unexpectedly prevented our customers’ devices from registering on the mobile network. A full investigation will be performed to determine the root cause of the incident.
“We are sorry for the inconvenience caused to our customers. We take this incident very seriously, and in addition to our own investigation, we will be appointing an independent expert to conduct a network architecture and connectivity review,” said Ms Karen Kooi, Chief Executive Officer, M1 Limited.
Ms Kooi added: “We appreciate our customers’ understanding, patience and support, and we would like to offer our customers one day of free local mobile calls, local SMS and MMS this Sunday as a goodwill gesture.”

In the media statement, M1 offered its customers one day of free local mobile calls, local SMS and MMS as a goodwill gesture.

What I am unsure about, is whether you call the above offer a goodwill gesture or a compensation?

[read more about this entry]