Customers rate responses, too

While the DM industry is undergoing a shift towards permission-based marketing (MW October 23), most companies forget that their customer service teams send letters to customers on a daily basis.

These letters often provide the most personal form of communication that a customer will ever receive. And while companies spend millions of pounds trying to attract consumers, they run a real risk of losing existing customers, missing out on repeat purchases and damaging brand image, all because they fail to recognise that existing customers are their biggest assets.

How often do marketing departments invest time and money to ensure the quality of the written communications is the same at both ends of the business?

A customer who has contacted a customer services team is actually asking for some form of written communication in return, and will give any reply his undivided attention – more than would probably be given to a speculative direct mailing.

So while companies are struggling to adhere to the new direct mail regulations, they should also look internally to their customer service teams and ensure the brand values translate. When a customer receives good customer service, they are more likely to repeat purchase and tell their friends than they ever would as a result of a direct mail campaign.

Michael Lamb

Business development manager

Red Lorry Yellow Lorry

London W1