Siemens apologizes for "refrigerator door"

Siemens recently fell into the “refrigerator door” crisis. Although this storm has lasted for two months, Siemens has previously denied quality problems and has not proposed solutions to disappoint consumers. Pressure on public opinion has intensified. In recent days, Siemens only responded positively to the “refrigerator door” incident, apologized to consumers, and proposed solutions.

Two months ago, consumers complained about the quality problems of Siemens refrigerators on Weibo, mainly because the refrigerators could not be closed. However, it has not been able to wait until the Siemens solution. The consumer believes that rights and interests have been infringed. He recently staged an activist show in front of the Siemens building and angered the refrigerator. Although the situation has evolved to such a point, but for the "refrigerator door," Siemens has always stressed that there is no problem with product quality, and that the consumer refrigerator is not a psychological problem.

This move has caused people's extensive doubts. Finally, two months later, Siemens apologized for the turmoil on the refrigerator door under the pressure of strong public opinion and proposed a "three-step" solution. Siemens will use microblogging service platform to accept complaints and maintenance applications. Siemens will then offer free on-site inspection services for consumers who are unable to close their refrigerators, and may install closed doors for consumers if conditions permit. To solve the problem. However, Siemens has always insisted that Siemens refrigerators do not have quality problems, only a few refrigerators will encounter such a situation, the refrigerator door is interpreted as "accidental."

For such late apologies and solutions, although this is considered a substantive solution, compared with the previous response, consumers are not appreciative. One reason stems from Siemens' lag time and poor service attitude, which makes it difficult for consumers to identify with it. On the other hand, there are consumers who think that the solution is ambiguous. There is no mention of whether free maintenance is free after inspection, and how to solve the refrigerator closing problem if the door closer cannot be installed.

Siemens refrigerator doors refract not only product quality issues, but also their service attitudes. Consumers seem to have questioned Siemens after passing the “refrigerator door”. This kind of questioning is undoubtedly fatal for both small and large multinational corporations. It will cause the loss of consumer trust and ultimately affect the establishment and development of the entire brand.