It really is the winning post, I tell you

Following on from the articles in Marketing Week (June 27) – and that very fine picture of me: marketers (and marketing magazines) should always do their research before coming to any conclusions or suppositions.

My letter to colleagues was directed to the “consumers” – our delivery postmen and women and all operational staff at Royal Mail.

Consumer results were as follows:

the highest ever response rate to an internal letter in the history of the company – literally thousands of people replied.

more than 90 per cent of the replies were supportive of the direction in the letter and very positive about the open, honest approach.

there is very high demand for more of the same, “direct”, communication.

There is little that could be described as embarrassing in the above – rather the reverse. The targeted audience are demonstrating a real desire for change and this audience is key to delivering change. They are our “frontline”.

Quantification beats supposition – always! But, of course, it doesn’t necessarily make such a good story.

Allan Leighton

Chairman

Consignia

London EC1

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