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Careless delivery man creates headache for FedEx January 6, 2012

Posted by rmshepard in Uncategorized.
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A FedEx deliveryman was captured on camera tossing a computer monitor over a security fence during one of his stops. After the video was posted to YouTube, the company found itself confronted with what one writer for Forbes called the “most brand damaging viral video of the year.” The company responded almost immediately. Senior vice president Matthew Thornton, for example, stated: “I want you to know that I was upset, embarrassed, and very sorry for our customer’s poor experience. We have met with the customer face to face and they already have a  replacement monitor at no cost to them.  They have accepted our apology and say they are fully satisfied with what we’ve done in response to this unacceptable delivery.”

To see the devastating video yourself, watch the following clip:

Discussion Questions:

1.  How does the case of the careless delivery man for FedEx demonstrate the need for PR departments to be ready for anything?

2.  What did FedEx need to do in response to the story to repair its reputation with consumers? Did it satisfy those needs?

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