EE’s initial humorous response to its network outage bombs badly

Actually what some customers need to do was reset their phones

image used by ee in tweet

UK MNO [Mobile Network Operator], EE, suffered an embarrassing network outage on Wednesday night [March 19th 2014].  There were conflicting reports of actually how long the outage lasted with some customers complaining they had been without service for up to six hours. It may have been handset problems which caused such an apparently long delay.  It’s also unclear just how many of EE’s 27 million customers across the UK were affected. EE operates under the T-Mobile and Orange brands, as well as is own EE brand in the UK. It appears that some EE customers had a sense of humour failure over a joke explanatory tweet the company sent out. Its text message apology was more demure.

EE’s initial tweet in response to the outage which you can view here, said, “There seems to be some Gremlins in the system – we’re aware of a network outage at the moment & working hard to fix.”

Unfortunately, it compounded the mistake by actually using a picture of Gremlins from the film of the same name. (See above).

One EE customer responded, “Customer service EE getting it so wrong with the humour. What is there to laugh about when the service has been down for 2 hours?”

However, an EE spokesman described it as a technical issue that caused a small proportion of its customers to experience problems with their signal and it had been resolved.

Now the text apology contains a massive clue. It said, “Some customers were unable to use our network last night [March 19th 2014] and we’re very sorry if you were one of them.”

The text continued, “Our engineers have now resolved the problem. We’ve identified that some phones may need to be switched off and on again to ensure that service is full restored.”

GoMo News therefore suspects that the customers who thought that the outage had lasted for six hours in fact needed to switch their phone off and then on again, and then they would get a signal.

Strange that the fixed line broadband suppliers have trained their customers to switch their routers on and off when problems occur but the MNOs haven’t managed to make their customers aware of the same need.

About Hans Cett

Hans Cett is an established freelance author and consultant specialising in the mobile communications industry. He also writes for Countdown2MWC - http://countdown2mwc.wordpress.com/
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