Maybe
Dan Douglass, executive creative director, Meteorite
In a world where trust in institutions and governments has broken down, faith in brands is at a premium and honesty is increasingly important.
The postal strike and resulting service delays, fully explained in terms that are credible and real, will play well with customers. While Royal Mail has lost some big contracts, those retailers that know their customers will be affected should come clean with them now.
For retailers and brands to knee-jerk their way into new contracts with Royal Mail's competitors for fear of losing customers is to undermine years of solid service and business support that Royal Mail has delivered. Let's not forget the levels of trust that Royal Mail has itself built up with the retailers' customers.
By highlighting the potential problems to their customers, the likes of House of Fraser and eBay are taking a mature approach, but let's hope the long view will prevail when it comes to their choice of service provider.
Maybe
Christian Cull, communications director, TUI UK & Ireland
Our customers do not need to be told that postal strikes are not our fault. There is only one brand's reputation on the line if industrial action does go ahead as planned. Or at least, that's the way it should be.
But any brand owners prepared to stand back and point the finger of blame at an obvious (overly) familiar target only have themselves to blame if their customers are left high and dry.
Most sensible people do not rely solely on the Post Office any more, so why should brand guardians?
Dependence on any single supplier is never a good idea. If you have alternative sources of distribution, you should already be using them to the full. That's just good housekeeping, and customers would expect no less.
Most of our tickets get delivered via third parties anyway, and we will ensure the others still receive the high levels of service and delivery they deserve. Customers need to be told that things are in hand. That includes clear communications. Anyone not doing the same needs to rethink.
No
Jason Nicholas, managing director, Billington Cartmell
For those companies that are affected by the strike, the minimum require-ment is to keep customers informed - and there is no question that too few companies are taking advantage of this opportunity to get closer to consumers.
Customers want a brand that's going to help them. First and foremost, they need their goods deliv-ered - not a series of justifications or diatribes placing blame on any particular party.
In addition to a straightforward apology, companies need to explain the solutions they have put in place and set out the proposed alternatives. If the communication is accurate, reliable and empathetic, it becomes a chance for companies to create advocates.
By doing something that's unexpected, by going above and beyond expectations and by getting their customers talking and thinking, companies can actually benefit. It is a chance for brands to step above the competition and be perceived in a better light. As a result, they may end up creating a conversation that could help them sell more.
No
Jonathan Harman, president, EMEA, Carlson Marketing
In situations such as these, brands can't communicate enough. They should be taking time to ensure that their high-value customers are fully aware of the situation and of what is being done on their behalf to mitigate its impact.
Brands must also manage expect-ations carefully. For instance, in online transactions, there should be remin-ders of potential delivery delays from the landing page to the check-out. Let people know before they commit.
Lastly, companies must focus on customer support after sale. There is bound to be an increase in queries, so ensure that information is available quickly and easily, and that questions are dealt with as positively as possible.
With careful management, this could even be an opportunity to reinforce relationships with customers and therefore strengthen the brand.