Here are two ads from two different companies. One is Fortum, an energy company (ad 1). The other is SJ, The Swedish Railways (ad 2). Both companies have been criticised by its customers – Fortum for high prices, absurd management pays and difficult invoices, and SJ for delays, information and weird ticket pricing.

In the light of consumer dissatisfaction, the two companies have been presenting two very different solutions.

Fortum takes the high road and presents its future visions on tomorrow’s energy source – wave energy. Nina at Garbergs, the agency that made the campaign, assures us that intentions are truthful.

SJ does it differently. It does three things. First, it admits to problems. Second, it explains why problems occur. Second, it presents a solution – a training course for its staff to learn about customer service.

The two companies shows two very different lines of thought when it comes to solving customer problems. One is the belief that attitudes can be changed by communicating around the problem. The other one is the view that communications as an open, two-way dialogue can create trust.