The laws of physics demonstrate that for every trend, there is an equal and opposite counter trend and I am a firm believer in this principle. There never is an absolute truth, rather a series of forces that shape our lives and we get to choose what suits us, there is no black and white but a series of grey.
And so it is with the #etisalatchallenge. For years people have been complaining that the Telco “doesn’t listen” “is old fashioned” and “doesn’t reach out to the community” – and then finally when it does, it gets bagged out on social media.
I know there are only 2 Telco’s in the UAE but that is precisely why the #etisalatchallenge is so bold because rather than rest on their laurels, Etisalat demonstrates that they are serious about offering best in market products and services. If you check the Etisalat website, they have offers that are first in the market and quite useful for various audiences.
What this campaign has done is create a conversation around Etisalat and it invites people to be part of that conversation either through the #etisalatchallenge or via opinions about the campaign and that’s what every brand wishes for, to start a conversation.
Rather than critisizing Etisalat’s move, we should support and encourage this gesture by a prominent and iconic UAE brand. Maybe it could have been done in a more relevant way (using meaningful brand ambassadors and having a better customer service response across social media) but it takes guts to challenge people and live up to the challenge. And, taking a Challenger position is not something usually done by an established player.
Brands that want to stay relevant constantly innovate and challenge themselves. And this is exactly what Etisalat has done. So now Etisalat should continue to challenge itself by listening and learning from customer feedback.
And I challenge other brands in the UAE to be open and transparent about their products and customer service and to put in place mechanisms that help identify and resolve customer complaints.