The Challenge:
A wholesale company with U.S. warehouses experienced an unprecedented service outage and ransomware attack that halted the company’s ability to transact with its 6,000 customers. Internally, teams mobilized to assess the breach and resolve the disruption, while customers and other partners clamored for information/clarity and a resolution.
Alpha’s Solution:
- The first 24 hours of a crisis are critical, and stakeholders expect timely updates to maintain confidence in the business.
- With this best practice in mind, Alpha quickly developed a comprehensive communications plan to communicate daily with stakeholders and worked side-by-side with the c-suite to make key decisions and implement the following:
- On Day 1, an update was sent to all audiences announcing the launch of an emergency response plan and the formation of a cross-functional team of experts.
- The company committed to sending daily email updates, which were specific about the findings and steps that were being taken to resolve the outage.
- A dedicated link on the company’s website homepage was established to post timely updates each day and serve as a central hub for redirecting customer inquiries.
- A process was developed to collect and answer customer questions through an online submission form and master FAQ document.
- Internally, training calls were held with customer-facing teams equipping them to handle difficult questions and support operational ramp-up as systems came back online.
Results:
- A sustained communication channel between the company and its customers provided timely, consistent updates as systems and processes were restored.
- The company received positive feedback and recognition for its consistent and transparent communication, reinforcing its commitment to restoring customer trust.
