Eiger IV: Wow, what a turnaround – in a good way

CEOs are like the rest of us. They make mistakes.

But because of their elevated position and their egos many times its easier for them to bluster and get defensive over these mistakes. And it takes a really big man to admit theirs and ask for an apology.

After the Eiger letter berating Youtubers reviewing its products went viral, the brand came under a groundswell of criticism.

The CEO , Ronny Lukito, then issued a non-apology, failing to take responsibility for the incident, to be genuinely contrite and to explain why something like that would not happen again.

His critics weren’t assuaged and many were further inflamed. Unspun wrote about that and said that he failed to adhere to the 3Rs of crisis communications, which are Regret, Reason and Remedy and that he should seek professional help in his communications.

He must have, as today he issued a YouTube video and a statement apologizing to the affected YouTubers and taking full responsibility for the incident.

He explained that it was his idea to issue the offending letter. His PR, Marketing and legal teams tried to talk him out of it but because of arrogance he overruled them.

He has since realized his mistake and this incident has been a humbling and educational lesson for him. He has since appointed professionals to help him come up with better policies and improve their communications.

The result: if the comments on his YouTube posting are any indication, Netizens have forgiven him and appreciated his honesty and humility.

This is a good lesson for other CEOs on what to do during a crisis for their brand. I’m sure that Eiger will go from strength to strength from here if Mr Lukito maintains such an growth mindset.

I always loved their products. Now I love them more.

Eiger III: the Legal Eagle’s wings are clipped, but has the root cause been addressed?

Note: I got the information about the sacking from an online news portal in Indonesia. Have been told that the twitter account of Hendra Lim is actually a fake.

So apologies all. Disregard this post but rather than me deleting it I think it best to clarify it here and leave the rest as is so that others might be able to know that it’s fake as well. Hendra Lim apparently still works at Eiger.

Eiger has sacked the legal manager whose insulting letters to YouTube reviews of its products has put them under an uncomfortable spotlight, (see here)

The sacking is confirmed by the Leggal manager himself in his own twitter account

Hendra, however, seems unable to stop shooting himself on the foot, lamenting in a twit that politics between businesses, artistes and YouTubers and virtually the whole world is conspiring to keep The People poor and heap blame on them.

He’s young and perhaps will recover from this but any prospective employer looking at his social media feeds (and we employers do check, or have people point it out) would do a triple take before taking a chance on him in the future.

Be that as it may, he is now out of Eiger’s hair. Does his departure, however, mean that Eiger’s problems are over?

It depends. If the management there has owned the problem then they’d be ok moving forward.

As I said in the last posting, if they had learned from this incident they’d recognize it is as much management’s as the legal manager’s failure that triggered this incident.

If they realize this then they’d take communications and reputation protection seriously and hire professional communicators to to a communications job.

If they haven’t then they will remain a crisis waiting to happen. Time will tell, WFH audiences await the next installment.

Eiger II: A lame apology and more trouble coming

Latest update on Eiger saga here

Yesterday the outdoor adventure gear brand Eiger got into a hot mess when its Leagal Eagle went a step too far and dissed off YouTubers reviewing their products. (See post here)

By late afternoon the Eiger CEO Ronny Lukito had had enough and decided to take matters into his own hands. He apologized for his Legal Eagle’s letter with his own letter.

All good apologizing but you have to wonder who is advising him on the PR front because the apology was not really an apology. When this happens it usually invites ongoing resentment and possible future attacks.

He started the latter with an apology to the community. He then admitted that the offending letter that had gone viral had indeed been sent by Eiger and they realize that this was a wrong and inappropriate action. So far so good.

Then he had to say that the original intent of the letter was to provide input to the reviewer so they can improve. Bang! Another shot in the foot. Although he tried to paper over the hole with “we realise that how we conveyed that was wrong”, he had stumbled.

This is what communicators classify as mixed messages. It’s when observations, inferences, feelings and wants are jumbled up.

Here it would have been fine if he said that whet they did was wrong, he as CEO takes responsibility for the act, he’s sorry for all the frustrations and angst caused. Instead he went on to explain their intent which still sounds patronizing, because its an outdoor gear maker telling a YouTuber how to improve shooting review videos.

Lukito also left out a vital element of apologies in crisis-like moments. He failed to say what action he’s taking to make sure that this does not happen again. Without stating this he is giving the impression that the company is not taking responsibility for the incident and not interested to learn from their mistakes. At worst, many would think that they will get back to business as usual once this kerfuffle is over.

All this leaves the company open to more criticism if the opportunity arises.

Lo and behold, the opportunity came this morning when some Netizens uncovered an incident where the legal department of Eiger asked the giant online e-commerce site to take down a reseller’s product posting of a Sritex face mask. And Tokopedia complied!

Now it looks like Eiger has not only shot itself on the foot but is also extending its foot fetish toTokopedia.

Like I said yesterday, I think Eiger makes great products. It has also been quite smart and savvy in its design and branding. It is now the victims of its own success but it is something that it can easily fix by seeking professional help.

It takes skill and experience to communicate well. To entrust it to a legal flunky is being careless with your hard worn reputation as it takes skill and experience to communicate well, with authenticity and ethically.

They should seek professional help in the short term while they look to hire an experienced communicator in-house expressly for reputation all management.

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