PR case study on KTMB

History of the organization 

Keretapi Tanah Melayu Berhad (KTMB), mainly known as KTM, was originally named Malayan Railways. KTMB is Malaysia's main and oldest train transport service in Malaysia (Hanif, 2021). The railway system in Tanah Melayu began on 1 June 1885 when the first line between Taiping and Port Weld was officially opened and was first constructed to move inland mining commodities, such as tin, to coastal ports. It was first inaugurated in 1995, providing local rail services in Kuala Lumpur and Klang Valley. KTMB is the first ASIAN railway to be incorporated. 

Background of the Crisis

The Crisis: What Happened?

It's been a nightmare for KTMB users in recent years due to its frequent delays. KTMB often faced criticism for frequent delays and their customer service attitude. The Railwaymen Union of Malaysia asserts that the frequent train delays at KTMB are caused by irregular arrivals and a lack of operating trains (Azizan, 2022). At the moment, only 25 trains are running on the KTMB. KTMB users commonly wait up to 40 minutes for the next train if they miss the previous one. Consequently, users take longer to reach their destination due to the delays, which causes a waste of time.

The Impact of the Crisis on the Organization / Brand

Firstly, KTMB has lost a significant number of passengers who formerly used it as their main method of transportation. Their lack of trust in KTMB’s services results from unreliable operation, longer wait times, and unacceptable delays in total travel times. Since they can no longer rely on KTMB’s services, commuters have turned to the road once again, clogging our highways and streets with more private transport (Khan, 2021). This has led to a decrease in ridership and revenue for the company. 

Besides, with the prevalence of social media, people are able to use free platforms to share their experiences and feelings. Many passengers affected by KTMB delays complain on social media to express their anger and frustrations. These negative posts and complaints spread quickly on social media, reinforcing the bad image of the company and damaging its reputation. When searching the phrase "KTM delays” on various social media platforms such as Twitter and Facebook, we may notice numerous negative messages complaining about it, which allows the public to link KTMB with delays rather than punctuality and efficiency.

Suggestions 

Suggestion 1: Social Media Hashtag Campaign, #heyKTMB

Since KTMB receives lots of complaints on its social media platforms, especially Twitter, therefore our first suggestion is to create a hashtag for easier and better communication via social media platforms. For example, the hashtag might be #heyKTMB, and whenever KTMB’s passengers want to ask about something, such as information about the delayed train, they can post their concerns with the hashtag on social media, and KTMB could follow the hashtag to find those trying to reach out for help. 

Following the hashtag ensures that no questions or complaints go unnoticed, allowing KTMB to respond and provide updates in a timely manner. This would make it easier for both organizations and the public to communicate well and immediately. Instead of waiting for a response, passengers can seek information about delays or other issues on their own, reducing anxiety and dissatisfaction. This kind of engagement demonstrates the organization's commitment to customer service and helps develop passenger trust and satisfaction. This shift in mindset will foster greater trust and confidence in the public, as they will know that their voices are heard and their concerns are taken seriously.

Suggestion 2: On Track Notifications

If there is an unavoidable delay, all passengers should be notified as much as possible through various platforms and methods, including a social media platform, a board displaying the time, and a regular reminder broadcast. 

Firstly, KTMB can create a digital board at the train station that shows real-time information for the train estimated arrival times based on their real-time progress. This allows passengers to know when the next train is being scheduled easily and to arrive and gives them accurate information. It can connect with the train tracking system, displaying the current location and progression of KTM trains so that passengers can check each train's live status to anticipate its arrival at the station. Secondly, they can develop social media accounts dedicated to providing delayed updates, including Twitter, Facebook, and Instagram. The accounts will be actively updated with accurate information regarding delays, estimated resolution time, and any alternative arrangements being made. Furthermore, KTMB can utilize the existing speaker system at the station to make audio announcements about delays and other important information. KTMB can effectively communicate with the public. This action ensures that passengers at the station are immediately informed of any changes that might occur to the train schedule.

Summary

The main reason that caused the crisis was the nonchalant attitude of KTMB on the issue of delayed trains. Their slow response and ignoring of the complaints made the passengers feel that KTMB did not care about the issue, which led to a bad impression of KTMB from the public. PR practitioners are crucial in being the mediator between KTMB and the public to resolve their concerns. PR practitioners need to do careful research about public and organizational problems from both perspectives in order to help them to solve the problem. To achieve that, KTMB should let the passengers feel that the organization pays attention to the issue and is willing to solve the problem.

Read more at : https://docs.google.com/document/d/1FwjIuEaZ5XW6IlG5nwzHDknU-j03OElqr2GUVQbJRMI/edit?usp=sharing