Customer service needs PR support

You’d think that the current economic conditions would be a time when companies decide to focus more on customer service and their reputations – but it seems the opposite is the case and that caring is another victim of the “credit crunch”.

I know of several experiences where even good companies are demonstrating a total lack of consideration for their customers.  We’re constantly being informed that businesses are struggling to attain and retain customers – which is why they cannot afford to cut back in this vital area of public relations.

As an example, I’ve just been on the phone for 30 minutes (on an 0845 number which costs more than a local call) to my Abbey business bank.  It has decided to upgrade its online systems and now I cannot access my account and undertake any business.  The response is that there are problems with the system and that all I can do is call and ask for transactions to be undertaken by phone.  It simply isn’t good enough when you are trying to run a small business to have to spend time hanging on the phone just because a company has created a problem for its customers.

Even worse, a friend told me yesterday of how he had bought a present from John Lewis as a surprise for someone, only to discover that the supposedly reputable retailer had emailed the person the gift is intended for, with full details about the present.  The online help service claims it is nothing to do with them and the store also denies all responsibility – but how can this have happened and what is John Lewis doing to recompense my friend for the embarrassment and spoilt surprise?  Nothing.

Another example is a decision by B&Q not to honour some vouchers because these mention Woolworths on them and the parent company, Kingfisher sold that brand some years ago.  But the vouchers state no expiry date or other conditions, and B&Q is still a Kingfisher brand.  The store manager’s response is that the company’s board of directors has made this decision – even though it would appear to be illegal as the vouchers would appear to be valid to use. 

Why are companies behaving in this way when times are tough?  We can blame cut backs in staff and a focus on keeping every penny for themselves, but how stupid and short-sighted is this approach?

One thing that I am certain of is that when times are tough, those brands that truly appreciate the customers they have and go the extra few inches (let alone a mile), will be the ones where word of mouth and a positive reputation prevails.

If PR managers want to ensure their companies are survivors, they should be working closely with the customer relations departments and ensuring policies are not counter productive to creating the goodwill which is vital at this time.

Christmas success for CIPR students

It is always great to get some good news just ahead of Christmas – and the Cambridge Marketing College students of the CIPR Advanced Certificate and Diploma can celebrate the news of their 100% success.

I know that many of this year’s graduates have already built on their academic studies in gaining new jobs or promotion.

In the current economic climate, I’m sure those who can show such commitment to improving their knowledge and skills will stand out when looking for new opportunities or being recognised in their current companies.

It takes a significant investment in time and money to study for professional qualifications – and I’m sure there are many people putting such decisions on hold rather than sign up for the January courses.  If at all financially possible, I urge them and their employers to continue to make the investment, particularly in the CIPR qualifications, which have a proven track record.

Success breeds success and in learning how to work smarter and focusing on the why not just the how of PR, those who gain the CIPR qualifications will be a real asset and quickly gain payback on the cost of their studies,

Job hunting and other times when your PR friends really count

Despite believing that the value of PR ought to be better recognised in the current economic situation, I know that the reality for many people is a very tough year ahead. 

On the career front, the MIPAA JobSearch was very buoyant with more posts than applicants throughout 2008, but we are seeing this reverse.  So we’re shifting our attention to advice and other ways that we can support members through the tough times ahead.

This applies not only to those who are facing redundancy, but to companies with significant budget cuts to implement, as well as individual members who are trying to make every penny count. 

Can they justify membership of a professional body?  Of course some people won’t – but we believe this is just the time when you need friends and the Motor Industry Public Affairs Association aims to focus on adding value for as little outlay as possible.

But will training, even at our excellent low rates, be out of the budgets?  I hope not, because failing to invest even a small amount in development at these times is worse than short sighted.  If we’ve never faced times like this (and many people haven’t), then new approaches, best practices, enhanced skills and smarter ideas are going to be essential.  You need to keep the saw sharpened as Stephen Covey reminds us.

We are all having to look at income and outgoings differently – for MIPAA this means the advertising revenue to produce our annual directory may not be enough to cover costs.  So we need to rethink our model – should we offer up adverts on a “pay what you can” basis or if advertising is a budget no-no, can we resell the opportunity in a different way, or can our members help by finding new sponsors from their own contacts and suppliers?

At the same time, networking will undoubtedly be frowned upon as everyone tries to be seen working hard at their desks.  But personal contacts are essential – with strong  relationships truly helping you deliver more for less.  Maybe we need to shift networking online – with virtual training and meetings.  That misses the opportunity for face to face contact, but will avoid us incurring costs if events and workshops are not financially viable.

In the motoring industry, there have been a lot of nice to do events, particularly organised by journalist groups, which will be unlikely to go ahead next year.  Again, this needs a rethink so the baby doesn’t get lost with the dirty bath water.  Can they be merged?  Can these events double up as low budget launches?

There are other ways we can add value – with mentoring, working together and “bartering” where we can swap, say training venues for free places.

It is likely that many people will batten down the hatches and hope just to weather the storm that’s coming our way – but I believe we need others to help us through.  Our professional bodies should be there when times are tough – that’s my plan for MIPAA anyway. 

PR problems for Santa at Lapland New Forest

Despite the headlines slating its Christmas “wonderland” as Slapland, the website for  Lapland New Forest, continues to promote the venture.

Indeed, photographs on the site claim to show “our Christmas theme park at 17.30 and 18.45 on Monday 1st December … a quiet evening … just before and after the Meridian news report that was created both outside the park perimeter and in the studio.”

There is no mention of the fact that the news reports branded the venture a complete “rip off”.   Indeed, there is further promotion of a VIP and Press Day apparently held on 27 November, which it is claimed would have seen a Meridian television “totally positive feature documentary”, had other news not taken “precedence that evening”.

Apparently, “Meridian TV so enjoyed their visit that they requested to schedule a LIVE weather broadcast from Lapland New Forest – as was already planned with the BBC for the 4th December – and also asked for complimentary tickets for their own families … which were granted with pleasure.”

It also notes the website has “been having severe technical problems with our server computer since Monday 1st December … not the website itself, but the machine we lease to host the website. All effort is being made to identify and correct this issue, including the temporary possibility to redirect this page to another domain so that you can continue to view our event photographs. This machine fault has suspended all online ticket booking and we thank you for your understanding.”

Santa may as well be seated in a deckchair on the Titanic – for despite this bold attempt to pretend nothing negative has happened, media articles aren’t the only critics with a Facebook group and complaints to Trading Standards, Consumer Direct, the RSPCA and BBC Watchdog, which reports:

The park’s organiser of marketing and advertising, Henry Mears, told BBC News: “We don’t believe we ripped anyone off,” instead blaming a “few groups of professional troublemakers” for the trouble. “Like all people, they like to get into queues and generate a bit of aggravation.”

Today’s Bournemouth Echo states the organisers believe they can get over the problems – mind you according to The News in Portsmouth, the owner of the firm is ill.  I think that’s called a crisis avoidance strategy.