KFC Hello, KFC careline.
Mktg Do you know your ads are causing chaos at meal times?
KFC Right ...
Mktg I have two children who think the ads are hilarious, but now they won't stop talking with their mouths full of food. Have you had any other calls saying the same thing?
KFC Yes, we have had some feedback. Mostly negative.
Mktg Oh, you sound a bit defensive.
KFC (Irritated) I just didn't understand what you wanted me to say.
Mktg I wondered whether I was being a silly old housewife.
KFC We are quite happy to receive any feedback and will forward it to our marketing department.
Mktg I don't pay much attention to ads and usually I would never phone a careline, but I have noticed the kids are starting to mimic the ads.
KFC It's a good thing they don't mimic many other ads.
Mktg Well, quite. But it is annoying. Obviously, it's great from your point of view that they have paid attention.
KFC No, it isn't great from our point of view at all. I'm quite happy to take this information down.
Mktg Have you had lots of calls about this?
KFC No, no. I am quite happy to take the details down. Obviously I can't answer any questions as I don't work in that department.
Mktg It would just be quite reassuring to know I'm not the only one finding it hard with kids who are now playing up at the table. But it doesn't sound like you can do that.
KFC I can't give you that on the telephone I'm afraid.
Mktg Are the ads still going to run?
KFC I don't know. I'll ask marketing.
Mktg What is this careline for? If you just pass information down the line, is it only for product information?
KFC We log the details, pass them to the relevant department, which responds to us, and then write to you.
Mktg So they don't give you any information? They just leave you in the lurch? Poor thing.
KFC Well, we aren't given a list of questions a customer might ask.
Mktg They should keep you better informed; it just makes your job more difficult.
VERDICT
Based on this call, I don't know why KFC has a careline. It would do better to ask customers to leave their request and contact details on an answerphone, so that the relevant department could get in touch.
This call-handler did not live up to the laidback, fun values conveyed in KFC's ads. She was curt and failed to apologise for the disruption the ads had caused. She even admitted that she was totally uninformed about any topical matters relating to the brand.
Score 1/10.
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