The Business Bytes
In today’s world, where customer feedback and public relations are key to preserving a brand’s credibility, companies are progressively overlooking the importance of their audience’s voice, says Priyabrat Biswal
In a world increasingly driven by brand images, effective communication is paramount for multinational corporations. Historically, corporate communication departments were seen as the strategic backbone of businesses, tasked with safeguarding and cultivating a company’s public image. However, over time, there’s a growing sense that these departments are no longer the responsive, customer-centric hubs they once were. A telling example of this shift can be traced back to a personal experience with Samsung, a company that has long been regarded as a global technology leader.
As a journalist, I had the honour of attending the launch of the Samsung Galaxy S10 in New Delhi on March 6, 2019. The event was unforgettable. When President & CEO Mr. D J Koh unveiled the flagship phone, the excitement in the room was palpable. As part of the launch, attendees were gifted a pair of Samsung Buds.
Eager to test these wireless earbuds with my Samsung phone, I rushed home to pair them. However, to my frustration, they failed to function properly. I tested them with various devices, hoping the issue might be specific to one, but the problem persisted. In a bid to resolve the issue, I visited a Samsung Service Centre, but no solution was offered.
With no immediate resolution in sight, I turned to the PR agency responsible for the event. But my attempts to contact them yielded no response. I then sent a letter to Samsung’s Delhi office via India Post, hoping for a more direct line of communication. Unfortunately, the silence continued. The incident faded from my memory — until Diwali 2023, when I stumbled upon the box containing the same Samsung Buds, still in their original condition.
In March 2024, during the launch of the Galaxy A55 5G and Galaxy A35 smartphones in Bhubaneswar, I had the opportunity to meet a representative from Samsung Mobile’s Corporate Communication Department. I recounted my entire experience and offered to return the earbuds so Samsung’s technical team could diagnose the issue. He expressed optimism, assuring me the matter would be addressed and suggested I send an email detailing the problem. I did so immediately. But as time passed, no response came.
This episode highlights a troubling trend: the decline in engagement and responsiveness from corporate communication departments. In a world where customer feedback and public relations are crucial to maintaining a brand’s credibility, companies are increasingly neglecting the value of their audience’s voice.
Once, corporate communication departments played an integral role in building relationships with the media and the public. Today, they often appear disconnected, absorbed in corporate agendas without recognizing the importance of consistent and genuine engagement with stakeholders. Samsung, in particular, prides itself on delivering innovative, high-quality products. Yet, the lack of responsiveness to an issue involving a product gifted by them reflects poorly on the brand’s commitment to its customers and public relations efforts.
The silence from the corporate communication arm of a multinational company like Samsung serves as a stark reminder of how much things have changed. Where once quick responses and personalized follow-ups were the standard, today’s departments often seem indifferent, leaving customers feeling neglected and undervalued.
In the age of social media, where every consumer interaction has the potential to amplify brand sentiments, this lack of communication can be especially damaging. It raises the question: in their pursuit of technological advancements, have these corporate giants forgotten the most fundamental aspect of any successful business — relationships?
The author may be reached at: [email protected]
