While the media debates the underlying cause of the UK riots, at Vocal, we reflect on the role we played and how we can improve the support we provide to our customers.
iModus was used to broadcast over 100,000 messages during the UK riots. Our 24/7 crisis support desk was inundated with customers who needed support to get information out via the system. We even offered the use of iModus and our CaptureCall solution, free of charge, to local authorities and Police forces that had no method of communicating to businesses and residents.
But did we do enough?
Many customers struggled with the challenge of informing people when contact details were unknown. This is where CaptureCall came into play. Some customers took action to tackle the challenge and implemented the CaptureCall solution. This gave them freephone numbers that they could publish online and through their other communication and media channels. Anyone could then use the freephone numbers to call in and register their mobile number to receive voice or SMS messages, which would inform them about the riots. We’ll be working with these customers to make the most of this capability.
In order for messages to be broadcast through iModus, someone has to put them into the system and hit send. Sounds simple and it is.
But the challenge is making sure that system administrators know how to do this and in some cases making sure they know they have a notification platform to use. During the riots, we could see inactive accounts. We got on the phone, all night long, contacting customers and helped them broadcast messages. Subsequently, we have seen a dramatic rise in the number of new administrators added to iModus accounts, ensuring that in a crisis, more users can be given access to the system to send messages.
We know that one of our challenges is the rate at which processes and roles change within organisations. This makes it an ongoing battle to keep customers trained on how to use iModus. In order to succeed, we need customer engagement. As a result, we will be organising private sector and public sector focus groups to begin to tackle this challenge. We will also be holding iModus group training sessions. This kicks off next week in London.
We are also taking action to source information feeds from other private organisations. This will ensure that our Priority Alert customers have information coming through, regardless of what the police and councils in their local area are putting through the system. CSARN is one of the first organisations we will be partnering with providing their Security Risk Monitor for UK and Ireland together with a future roll out of the RED24 global information.
There is a famous quote by Barbara Reynolds, Centre for Disease Control, USA. She stated that “90% of a crisis response is communications”. We support this view and also believe that, what is or is not communicated can calm or flare situations. We know we have a great notification platform for customers to use. But we also know that someone needs to hit the send button. We know that we need to take greater action to ensure communications are broadcast through our platform. This is what you will see us do.