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Chase Screws Up PR Royally After Website Fails

“Our website is temporarily unavailable. Please try again later.” Nine words that consumers dread almost more than IT departments. And yet no financial institution is immune from a catastrophic website failure, not even a mutli-trillion dollar bank like Chase.

The site crashed sometime in the evening of Monday, September 13, night and stayed down all day Tuesday. By Wednesday evening, a Chase spokesman said service had been restored, but the website pooped out again.

The outage affected around 16.5 million customers, including more than 3.7 million households that use to pay their bills.

It took Chase quite a while to figure out what caused the outage. They were at least able to rule out an online attack. Chase now suspects a software error caused by a third-party database company that corrupted information in the bank’s systems and preventing customer log-ins.

If it took Chase a long time to determine what caused this nasty site crash, it took them even longer to start telling customers what was going on. When the site first went down, did Chase ignore early opportunities to communicate, assuming that they could solve the problem quickly? Or were they caught completely off guard?

In the absence of any kind of statement from Chase, rumors quickly circulated that had been hacked and that thousands of customers were soon to be defrauded of millions of dollars.

When Chase finally got its act together and decided it need to tell customers something, the site had already been down for nearly two full days. Online banking users were told that the site was down for “scheduled maintenance?” Over 48 hours later and this is the best they can come up with? Maybe they thought saying something — even a lie — was better than nothing?

Many customers vented their frustrations on Twitter. They weren’t just upset that they couldn’t manage their finances, nor were they simply worried that Nigerians were draining their accounts. They were shocked not just that a website outage of this magnitude could ambush a bank this size, they were dumfounded by the near total absence of customer communications.

One person noted that Chase may be too big to fail, but its website apparently isn’t. Another person wryly theorized that the failure was actually part of a viral marketing stunt to drive awareness of branches and tellers. Funny. Most everyone else, however, didn’t find any humor in the situation, spewing piss and vinegar all over the internet instead of jests.

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What We Have Here Is A Failure To Communicate

The blogger behind was predictably critical of the bank’s bumbles and bungles. “During the outage, the very limited information they released did not indicate anything about the nature of the problem, how people might be ultimately affected, and how long the problem might last,” he wrote.

“When problems reappeared on Wednesday, they were very slow to acknowledge them,” the blogger added.

“First of all, they tried to pass it off as ‘scheduled maintenance’ in the middle of the day,” he said. “Then they didn’t officially acknowledge the problem, other than the notice on their site.”

“They were tardy in pulling the ‘scheduled maintenance’ excuse down,” added Jim Bruene at NetBanker in a blog post.

“There was no apology. There was no real explanation. And there was no reassurance that your money was safe,” Bruene’s blog noted.

Chase later admitted it didn’t want to post any kind of update because it was waiting until it had a full understanding of the technical problems.

Reality Check: In this day and age, it could take you a week or more to debug a major site malfunction. Heck, authorities still don’t even know what caused the May 2010 “flash crash.” Customers aren’t willing to wait 5 minutes, much less 5 days. Taking a “wait-and-see” approach to crisis communications is the abolute worst thing you can do. If you don’t know what to say because you don’t yet have the answers, then it’s better to fess up and tell customers the truth than leave them in the dark. Fear festers in an information vacuum.

“The lack of communication left a void,” noted Gartner banking analyst Stessa Cohen “Instead of hearing about the outage directly from Chase, customers read about it on Twitter.”

“The information void was left to be filled with tweets and blog-post speculation.”
Bruene added. “All in all, a bad day for Chase online banking. But a good learning opportunity for everyone else.”

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Hard Lessons in Contingency Planning & PR

It’s time to dust off and revisit The Financial Brand’s basic 6-point guide to crisis communications. First published in April 2009, “How to Handle an Ugly PR Mess” outlines six simple steps to dealing with PR during a crisis:

1. Put yourself in the consumer’s shoes and work backwards. 80% of crises can be managed favorably this way. Chase reacted from the predictable corporate perspective, not the customers’ point-of-view, so they score a D grade here.

2. Respond in real time. You can’t afford to call “time out” while devising your plan. Get the facts out stat. After taking 2-3 days to issue any kind of statement, Chase clearly gets an F here.

3. Be proactive. If you play defense, you’ll spend all your time on your heels. Chase, who is trying to dump blame on a third-party vendor, gets a D.

4. Tell the truth. Don’t spin. It will spiral out of control. And the truth always comes out anyway. Chase probably didn’t mean to lie when it told customers the site was down for scheduled maintenance, but everyone knew it wasn’t true. It took way too long to get the truth out, so Chase scores a D.

5. Offer a sincere apology. Anytime you inconvenience a customer, you need to be saying you’re sorry early and often. Some of the customer-facing messages issued by Chase, such as the curt announcement shown on the right, lack this common courtesy. When Chase did apologize, the tone was corporate and seemed to reflect the bank’s frustrations more than empathetic feelings. D+.

6. Use the web. Your critics will. When your brand is in crisis, there will be a conversation online somewhere. You’ve just got to find it. Jump online, check out Twitter and see what bloggers are saying about you, because that’s exactly what consumers will be doing. Chase had a million middle fingers flung at them…and yet the bank still doesn’t even have a Twitter account. D-.

In the midst of the crisis, Jacob Jegher at Celent suggested Chase “should be using social media to give customers a better idea of what is going on.”

“Chase clearly has a list of every online customer’s email,” one person commented on the NY Times blog post. “They should send out an email to customers apologizing, explaining the problem, and offering some sort of token for the inconvienence.”

“Plan for customer questions and concerns at all channels and destinations, whether at the branch, drive-up window, ATM, telephone banking, contact center,” advises Gartner’s Stessa Cohen.

As problems with Chase and its website persist, the bank desperately needs to keep employees in the loop. “All Chase employees need to be aprised of the situation in order to save the company’s reputation,” wrote Sarah Shepherd on her blog.

“I went to the branch and they were clueless,” Stephen Deerhake complained on Twitter.

The critic at sums it this way: “In short, this outage has been a complete communication failure for Chase.”

Key Question: What about you? Are you prepared for when your website goes down?



All content © 2017 by The Financial Brand and may not be reproduced by any means without permission.

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  1. Hi,

    You attributed quotes from our blog post as from in your article whereas we are Yes, it is a crowed space out there for people with bad Chase experiences to share.


  2. I just found out that Chase never processed a refund to my account that took place during this mystery outage. They have been sending me in circles by deflecting responsibility to the merchant despite the fact that I spoke with the merchant and was able to see that the merchant processed the refund on their end on September 13th online. I spent over an hour on the phone w/3 different Chase assclowns and no resolution yet…

  3. They totally lost all record of payments I scheduled on the 13th and acted like I was lying about scheduling them because they “couldn’t find a record of them” (duh, you lost them, dumbass) and don’t want to pay the late charges. Then they lied to me saying that no one else had any problems with scheduled payments or any transactions lost because of their crash. Their whole attitude was ‘sucks for you.’

  4. Did any human being at the company ever release any statement? Any person take responsibility? I believe that the reaction by Chase reveals a pretty lax attitude about their online presence: deflect, dismiss and disregard. A quick look at all of their web properties confirms this.

  5. In the six simple steps, let’s move #4 Tell the Truth to #1.

  6. Dee, that’s a really good point. Now that you mention it, it’s really embarrassing that “tell the truth” isn’t #1.

  7. Hello,

    In the interest of education, are there any examples out there of what you would consider to be a well-written “website down” message? Thank you!

  8. I don’t have any examples off-hand, but if I run into any I’ll post them here in the comments.

    For a simple guideline, I would suggest answering the basic questions:

    * WHAT is the problem
    * WHY is it happening
    * WHEN it started
    * HOW LONG is it expected to last
    * WHO can they contact if they need immediate assistance
    * WHERE else they can go to conduct their business

    Keep in mind, customers/members only care about themselves. “Did my deposit go through or not?” “What about the bills I have set on auto pay?” Everyone who sees your message was hoping to conduct a transaction, find some information or perform a very specific activity. You may need to plan on creating a real-time FAQ that you update frequently throughout your outage.

    And always remember basic courtesies like “sorry,” “we deeply apologize,” “please” and “thank you.”

  9. This warning is pretty simple, but it’s good:

  10. I like it! It’s a bit casual for my environment, but I bet I can come up with something based on this. Thank you!

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