Would you be worried if 40% of your customers used the wrong service

// December 24th, 2009 // Customer Service, General

postmanThe latest marketing campaign from the Royal Mail states that 40% of their customers currently select the wrong service; yes, they even want to advertise it.

The first question to ask is obviously, why?  why do so many customers not understand which service they require.

The Royal Mail’s answer to the problem is simple; each time you want to use a service visit your local branch, queue for 20 minutes and ask the counter staff for advice on which service is most suitable. Dooh ! do people have 20 minutes to wait and the desire to visit the branch each time they want anything. Is the postal service that complicated?

I’d be curious to find out why people use the wrong service. Is the information on services difficult to find? Could they not provide a simple leaflet on which service is right for you?

If Royal Mail truly believes that marketing communications do not change consumer behaviour, as their marketing Director Alex Batchelor believes, then why are they not practising what they preach. If they do believe that customer communication now changes brand behaviour, should they not listen to their customers and analyse why they are selecting the wrong service.

Royal Mail needs to change, not the customer !!!  - even Royal Mail  cannot change the market behaviour.


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