NEWS ANALYSIS: Good service bolsters firms in fake-news era
Following the leak of a fake racist e-mail on social media, MiWay faced the wrath of the Twittersphere, writes Hanna Ziady
The MiWay fake racist e-mail incident is an important lesson for companies on why winning the loyalty, trust and favour of customers is critical in the post-truth, digital age. While an internal investigation, which is being verified externally, shows that a disgruntled policyholder sent the e-mail, the damage has been done — fake or not. After MiWay rejected a claim because the terms of the policy were not adhered to, the policyholder failed in an appeal to the ombudsman for short-term insurance. But he or she certainly succeeded in punishing MiWay for the unhappy claims experience. The policyholder crafted an e-mail, which appeared as though it had been signed off by a MiWay claims assessor and in which it is agreed that MiWay will reject 90% of claims made by black customers. Yes, the reckless actions of this miffed policyholder could result in a defamation case coming their way, but the damage done to MiWay’s brand and reputation might cost the insurer more than litigation will ...
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