How SMS can help reassure people in the current Goldtrail crisis

In light of the recent collapse of holiday travel company Goldtrail, it raises the issue of how the right messages reach those who have been affected quickly enough to reassure them. The obvious choice here should be to use the instant, and low cost communication tool, SMS text.

It has been reported that the CAA, (Civil Aviation Authority) under its ATOL (Air Travel Organiser’s Licensing) scheme, is making arrangements for customers abroad to travel home at the end of their holidays. They have been sending information to the hotels affected, leaving the responsibility on them to update the holidaymakers left in the dark about the consequences of the company going into administration.

Darren Daws Managing Director at the UK’s leading SMS provider Textlocal said “This is a perfect example of how bulk SMS can be used quickly and effectively to communicate with a large group of people. ATOL, using Goldtrail’s data, could be in a position within minutes to text those customers the latest developments through our online system. Clearly, the beneficiaries from such a fast approach, are ATOL, who can concentrate more on dealing with correcting the issue at hand, rather than answering thousands of calls. The holiday makers who have been affected, can receive information updates directly to their mobile phones, and know that the situation is being dealt with, relieving the pressure for hotel staff to pass on ATOL information to customers”

SMS text can be used as a solution in all crisis management situations. There is no instant communication substitute that can reach people on a global scale in a matter of minutes, and businesses can rectify, or certainly reduce the damage by reaching out to people when things like this occur.