If you are going to be a brand living in the world of hyperconnectivity today, you can’t think like you used to think 10 years ago in respect to communications strategy.
Westpac had an opportunity to discuss their rationale on the rate hike in an open forum and accept that customers were not happy with the increase. Half the time when you get irate responses, people are simply looking for validation, for their complaint to be heard, to be recognized. If you can address their problem, then they’re generally delighted. That’s how you earn the trust of digital natives – you engage them and you validate their voice. What you don’t do, is cut them off at the knees if they don’t agree with your spin or brand positioning.