Playing rough leaves Cell C with battered name and bloody nose

A BIT of a double-header for Cell C. It should be obvious that they get a marketing Onion for the way they reacted to the angry customer who splashed his hurt across a Joburg billboard.

Veteran marketer Muzi Kuzwayo put his finger on it when he told Talk Radio 702 that, in taking on the complaining customer, Cell C was violating Rule Number One of marketing and customer relations: The Customer Is Always Right!

By taking the matter to court, Cell C not only ensured that the story would go on and on (and on), but it ensured that the customer got his opportunity to state his case in a court of law as well as in the court of public opinion.

And Cell C lost both of those important battles – the latter the critical one, though.

In the process, the company lost an opportunity to burnish its image and possibly win over new customers. In South Africa, a simple apology goes a long way with most consumers – because companies and business people seldom admit it when they’re wrong.

I was cheesed off at my bank, Nedbank, a while ago about a comedy of errors relating to my credit cards. Not only did they sort it out (eventually), but they apologised and, importantly, offered no excuses.

As a mark of their sincerity, they offered to make a donation on my behalf to a charity (I chose Powa – People Opposing Women Abuse – because they struggle to make their charitable brand visible in a sea of need).

So, you know what? I am still with Nedbank. And I like that they apologised.

If you had done so, Cell C, and possibly made a bit of a joke about it along the way, you would have defused much of the bad publicity.

Also: I have to ask, who advises you on how to deal with the media?

Had you asked me I would have told you to say sorry, make the customer happy and then move on, because – and this is something many businesses don’t realise – the media (in any for m) have a 15minute attention span.

Don’t feed the goat and it will go away. There is always another story, another pretty news bauble that will be more interesting.

All-round bad reputation management, Cell C.

Because your reputation is a vital part of your marketing, you get an Onion. And you’re welcome to sue me for that …

On the other hand, though, I cannot but like the latest Cell C radio ad, which features KwaZulu-Natal Sharks boss man and former Springbok rugby captain John Smit.

He really has a great voice and delivery. He sounds competent, friendly and reliable. Pretty much as he was when he was Springbok captain. He may not ultimately have been the best Springbok player the country has produced, but he was arguably the best captain.

He was way more thoughtful and articulate in public appearances than anyone before or after him (with the possible exception of 1995 World Cup-winning captain Francois Pienaar).

Smit’s soothing voice-over is a stark contrast to those of Lucy Hirsch, Hilly Kahn and Brian Eastes (remember the awful Sembel-It ads?)

I am not one who subscribes to the school of thought that terrible delivery makes an ad stick in the mind and, therefore, makes it effective.

It works the opposite way with me, as it does with many others.

John Smit, you get an Orchid for your professionalism and Cell C also gets one for having the foresight to use him.