When tech glitches threaten your brand perception

Hardly a week goes by without news of a ‘technical issue’ or outage. Sainsbury’s, Marks & Spencer and Tesco Bank are just some of the well-known brands that have experienced tech meltdowns in recent weeks. We’ve come to expect IT crashes as a part of life, but if handled poorly, they can snowball into a major crisis, tarnishing a company’s reputation, eroding consumer trust and resulting in lost sales. Here are five safeguards brand owners can put in place to protect their sites and minimise fallout from an IT crash.