Secondly, attribution theory of crisis communications states that stakeholders will attribute responsibility based on OCBC's perceived role in the crisis. In this instance, in view of the prompt restoration of services and OCBC's perceived attempts to minimise customer inconveniences, stakeholders can tolerate one off “technical glitches” and “forgive” OCBC. Unfortunately, this is a one-time pass and a second incident would not be viewed in the same light. Hence, in my opinion, while it was a brilliant PR move for the CEO to SMS an apology to affected customers, I thought OCBC should have gone one step further. This is because technology is unpredictable and even with numerous redundancies in place, I would predict that it is impossible to prevent a second occurrence. Hence, a stronger approach would have been to “compensate” customers for their inconvenience. Much like Domino Pizza's strategy where a failure to deliver a performance standard is reframed into one in which the customer accepts willingly. Such a move by OCBC, would have put OCBC in a strong position should a second incident occur. In fact, I would even venture to say that such a move would encourage existing customers to switch their banking to OCBC.
All said and done, I think overall the PR Team at OCBC did a fantastic job! Kudos!