Marks & Spencer faces a significant challenge in regaining customer trust following a cyber attack. Consumer expert Jane Hawkes emphasizes the necessity for the company to reassure customers, requiring time and consistent action. She highlights the importance of responsible data management, as customers are concerned about the security of their personal information. Hawkes outlines five crucial steps M&S should undertake, including taking accountability, demonstrating sincerity, and ensuring robust security measures are in place to prevent future incidents. An effective approach could help restore M&S's reputation among British consumers.
A company like M&S holds considerable amounts of customer data, including those who have an M&S credit card with its banks, so its customers will be looking for clear evidence that changes have been put into place which are sustainable, not just knee jerk reactions.
Rebuilding that trust with customers will take time, consistency and dedication and it is essential that M&S responds in a way which customers have come to expect from a brand which is something of a British institution.
Safety and security of both internal and external customers is of paramount importance and requires attention at the highest level to avoid such instances happening again.
But with the right approach, it is possible for M&S to rebuild and retain its reputation in the hearts of British consumers.
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