Ayme Zemke, Beehive EVP, client service, recently spoke with Seth Arenstein from Crisis Insider about how organizations and leaders have a responsibility to maintain customer loyalty through authentic and timely apologies. Crisis Insider is a branch of the online, subscription-based PR News site that covers best practices within crisis communications.
The Crisis Insider article discussed a recent situation in Canada in which Mark Machin, former president of Canadian Pension Plan (CPP), flew to United Arab Emirates to receive a COVID-19 vaccine and circumvent Canadian restrictions. CPP then announced Machin’s resignation.
Ayme emphasized the importance of upholding loyalty and trust. “CPP’s statement missed a crucial opportunity to maintain customer trust,” she said. “People hold financial institutions and their leaders to high standards. When those aren’t met, trust is damaged.”