Reema Singh tough question. I feel it depends from subsequent actions of the retailer. Generally, such examples seem more like a routine procedure in crisis communication (and very often they are followed by some kind of compensation - i.e. a corrective action). In some cases, this strategy could be a denial of the service failure or a sort of dimishment, if the organization tries to minimize the attribution of control over the crisis. But I feel you need to consider the overall response to crisis to make this type of inference. My two cents.

Thanks, Agostino Vollero , appreciate that.

I don't think this qualifies as a crisis communication, per se. This feels more like customer service and support, part of the normal course of business. IMHO, to escalate to the level of crisis management (which I would define as any communication which enables effective organizational communication during a major threat to its operation or reputation), the event would have to be outside of the normal course of activities. If that is in fact what is happening, and if the message you provided was posted to an online/public facing system, it might be reputations management? An argument could be made for corrective action but this would be the very first step in that process: data collection or pre-crisis researching and collecting information, perhaps. There is no indication (based on what you have) that there is a CAC, root cause or corrective activity underway.

Based on what you have so far, I would say it is too soon (or more information is needed) to determine that this is crisis management communication.

Side note: If this *is* in response to a major, catastrophic event, then it is hopefully the tip of the iceberg

Thanks, Daniel Chaney , really appreciate that.

As Daniel said its more of normal customer service and support that retailer provide to the customer, the essence of giving an option to send email or call shows that respective retailer has no clear details or information about the particular aspects (crisis scenario) therefore he/she want to take corrective action by having the truth and fact before sharing the wrong information to the audience which might affect the reputation of business or company.

This minimize negative externalities that might happen in eyes of customer and hence help to manage the reputation of business or company in the long run after right information be shared after an investigation or collecting the right information from the Centre of command for crisis .@Reema Singh