Once again another Straits Times reader writes in to say that a little apology would be good for DBS’s reputation. When sh-t happens, apologies! Is that such a difficult thing to do? Do they need consultants to come in and teach them how to apologise like a person of integrity?Didn’t our parents teach us that when we were young?

It’s typical of corporates to pay big money for branding consultants to come up with all their Mission and Values that they so proudly display in a plague. But when things go wrong all the values are nothing but a poster on the wall. No one seems to understand how to put all those expensive values into action. (!!)

I checked DBS website for their list of Values. (Was half expecting it to be 3 values with initials, D,B and S, hahaha). But i didnt find any. So i went into the Community Relations and here’s what DBS thinks of itself:

Our commitment to the community

At DBS, we are committed to be a caring and responsible partner in the communities in which we live and work, by making a significant positive impact on improving the quality of life. We believe in helping people to be the best they can be, so that they, in turn, help themselves achieve their goals….

Well, where is the ‘significant positive impact’? A whole lot of hogwash?

Here is an excerpt from the forum letter (18 Nov’08):

The reputation of DBS Bank has taken a beating, far worse than in 1998. Investors have lost confidence in the bank, its services and its structured products. Some even commented that calls to the bank’s customer service hotline are met with rudeness and abruptness. It is time for damage control. It won’t hurt if DBS Bank apologises and takes a more humane approach to its customers.

Tip:When things go wrong and people get emotionally affected, all the logical explanations in the book will not help calm nerves. Just be human. You don’t need training for that.

Related posts:

1. Sorry – the hardest word to say?
2. Should Religion Market Its Image?
3. How’s Your Reputation
4. Is it so difficult to apologise?
5. Thought Leadership – The Concept That Will Propel Your Business