Vodacom serves up a marketing Uys

Pieter Uys

The affable Uys has proved beyond any shadow of doubt that there is enormous power in apology. And that showing a bit of humility doesn't lose face but rather gains brownie points.

More Uys, less blame

He apologised quite profusely over Vodacom's network collapse, both in mass media interviews, on social media (@uyspj) and in advertising. He didn't even try to pass the buck but took personal responsibility and also really didn't make any excuses or try and shift blame.

And, judging by the reaction he received on social media these past few days, there is no doubt that he has gained a lot of respect.

So much so, that Telkom's rather silly advertising attempt to persuade Vodacom customers to shift over to its 8ta service really just made it look opportunist and somewhat silly.

Cynical consumers

It is quite remarkable, as I have mentioned many times before, how the majority of companies and virtually all politicians, without exception, are still blissfully unaware of the fact that, in this day and age of intuitive and cynical consumerism, there is a lot of power in a simple apology.

Yet companies and politicians still find it almost impossible to admit that they might be wrong and continue to defend their turf and corporate reputations with mind-boggling naivety and bluster.

Apart from Pieter Uys and one or two others, South African businessmen and, most certainly, politicians can't seem to make the mind-shift change and feel that admitting failure or wrongdoing is damaging to their brands, corporate reputations or political good-standing.

They don't realise that consumers have grown up and have become a lot more cynical of companies telling them "We Care" and politicians trying to gain a competitive edge by largely pointing fingers at the opposition.

Entrenched loyalty

Success in business today means going beyond honesty, trust and integrity and into the realms of entrenching brand loyalty.

Which certainly doesn't come from corporate or political bluster and blarney, finger-pointing, ducking, diving and doggedly refusing to admit failure or wrongdoing.

A lot of brand loyalty comes from a mixture of humility and the ability to admit to it when you are wrong.