Prudential Singapore CEO Wilf Blackburn has made a public apology to customers via video posted on the insurer’s Facebook page. This was following an incident which saw the incorrect GIRO deductions of insurance premiums from customers which caused the insurer to actively ramp up its crisis communications strategy.

In the video, Blackburn updated viewers that all customers affected by the incident had been fully refunded. He also communicated that since the error was discovered, a priority for the brand was ensuring its customers got their money back quickly. Next steps for the brand include ensuring all customers are reimbursed for interest lost or other incurred charges. Blackburn added that the company has pledged to learn from the experience and improve to better serve customers in the future.

“You’ve put your faith in us and we are doing all we can to make this right,” Blackburn added.

View his apology here:

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