Flayton Electronics

Boss, I think Someone Stole our

Customer Data

BY: JENNIFER PARFIDIO, ANDREA PERRUZZA,

RAMONE VIRUETE, CLAUDIA ARTANDI

Agenda
Introduction
Overview of Case
Situation Analysis
Stakeholder Analysis
Communication Objectives
Communication Recommendations
Conversation Platform
Social Media Tactics

Introduction
Flayton Electronics, a regional electronics company with 32
stores in 6 states experienced a data breach which threatens:
The excellent Flayton reputation
Consumer Trust
Company Stability
Now CEO, Brett Flayton and his associates must make decisions
that will effect the public image of his company and the welfare
of its stakeholders most notably its valued customers and his
long time employees

Overview of Case: What & How

What: A data breach affecting 1,500+ customers and counting

Stolen data included: bank and credit card info, social security
numbers and email addresses
The Breach stemmed from a malfunction of Flaytons systems

How: Flayton was only 75% payment card industry standard

compliant (PCI)

Additionally, A hole in the system (disabled firewall) was found

Overview of Case: Impending Issues

Issue

1: The FBI urges Flayton not to address the public and to keep

operations normal

CEO Brett Flayton wants to be honest w/ customers and contests both decisions

Issue

2:

Company PR and Legal depts. also recommend no public

statement

Flayton weighs his options, he knows his customers welfare is his 1 st

priority

Issue

3 & 4: 3/6 states where product is sold require a public

address but the other 3 do not

Also, a TV personality is among the affected customers

Issue

5: Reputation and consumers trust is on the line

Additionally, Flayton wants to avoid a lawsuit

Situation Analysis
Flayton Electronics has a breach of over 1500

accounts.
They are only 75% PCI compliant.
They can have a conference, write letters, or do
nothing.
In some states they are required to release
statements.
The core values and reputation of the company are in
jeopardy.

Stakeholder Analysis

Government

Employees

FBI/Secret Service

STAKEHOLDERS

Customers

Banks/Lenders

Communication Objectives
To make sure the PCI Compliance rises from 75% to

100%.
Increase privacy and security training to all
employees.
Work with local, state, and federal fraud units to pto
prevent any future breach.
Adopt new security policies and procedures.
Increase customer appreciation and satisfaction
through special sales and breach.

Communication Recommendations

Phase 1

Phase 2

Phase 3

Abide by Secret Service

recommendation to conduct
normal activity and
background checks

Alert employees & victims via

direct communication and
inform customers

Press Conference involving

media, acknowledge and
apologize for situation

No communication until law

enforcement is ready to go
public

Be transparent and honest

Inform of next steps

Control. Compassion. Credibility

Conversation Platform
Flayton electronics will need to address stakeholders expectations and energize their attitudes, behavior and

actions around the teams communication strategy. They need to increase privacy and security training to all
employees and let that be known to our customers as well.
Flayton electronics employees will ask to see everyones identification before making a purchase with their credit

card. Flayton electronics will also now work with local, state, and federal fraud units to prevent any future breach
from happening.
We will also work with the banks and lenders with their new technology on their credit cards, which are the chips

in the cards.
We are very empathetic to how our customers are feeling, to be a victim of fraud is alarming and very unsettling.

Flayton Electronics will recover and supersede this.

We will raise PCI compliance from 75%-100%. We will increase privacy and security training to all employees!

Social Media Tactics

Facebook

We will work
internally to be
100%
compliant and
will spread the
news on
facebook &
instagram

Twitter

Instagram

RSS Feeds

E-newsletter

Videos
Videos on
on Vine,
Vine,

snapchat and
from
from CEO
CEO apologizing
apologizing

what went
wrong
Alert
Alert all
all customers
customers on
on all
all

forms of social
media that they
will
will be
be reimbursed
reimbursed for
for any
any

on their
credit card

charge
charge

Complying with FBI

during investigation
*Twitter*