As part of its strategic repositioning efforts in the Nigerian market, Multi-Links Telkom , the country’s premier CDMA operator indicated interest to exit the CDMA segment in Nigeria while continuing it’s fixed line services. There was an identified need to get the understanding of relevant stakeholders
| Client Name | Multi-Links Telkom |
| Project Description | Crisis and Issues Management |
| Dates of Project | November - December, 2010 |
| Client Contact | Mrs. Ijeoma Abazie |
| Client need/ objective | As part of its strategic repositioning efforts in the Nigerian market, Multi-Links Telkom , the country’s premier CDMA operator indicated interest to exit the CDMA segment in Nigeria while continuing it’s fixed line services. There was an identified need to get the understanding of relevant stakeholders |
| CRN Insight / innovation |
•The Multi-Links Telkom brand had consistently recorded loses, it was important to highlight the potentials in the brand that will make the brand appealing to potential investors.
•In order to manage the decision of exiting the CDMA market, it was important to get the understanding of the Staff, Labour Unions and related Government Agencies that the decision made by Management was best in the circumstances while still reflecting the Telkom brand as a socially responsible brand
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| CRN Response/ Deliverables |
• CRN recognized a need to develop an overarching messaging document that addressed the specific messages for the identified stakeholders. These stakeholders include Staff, Customers, Suppliers, Potential Investors, Government bodies, Labour Unions, Distributors, etc
•Internal media liaison skills training was also conducted by CRN
•There was also a likely Q&A script development
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| Achievements |
•A post intervention survey was carried out and most respondents understood that the brand was exiting the CDMA market and in search of an investor
•The reports in the media showed an understanding of the state of things at Multilinks which reflected in the reportage by the media
•Empathy and understanding of the Company’s situation was reflected by Staff who responded after the intervention by Management
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