Case 2: Maxis: The Social Media Quagmire and the Road to Redemption

The case describes a crisis that Maxis faced in early 2016—the most serious crisis ever faced by the company. What started out as a rant about the company on an online forum by a disgruntled customer quickly became viral on social media after a series of public relations and customer service mishaps on the part of Maxis. This had severe consequences for the company, with many long-term subscribers leaving the company, ultimately having an impact on profits. The company was accused of being arrogant and taking customers for granted. In the end, Maxis apologised publicly and introduced several upgrades for all their customers without any increase in prices. This case study focuses on CRM issues such as customer engagement, service failure, and relationship between social media and CRM.