Emergency Service Changes from 25th September 2021
(04 Oct 2021, 10:39 pm)Ambassador wrote again tin hat on as this is a close subject to some members and their employers but devils advocate here.
I’m Go North East. I’m well run. My PR team are a bit lacking but in all, I’m well run by MG.
I run a campaign saying better than ever…then I follow that up with a glossy X Lines campaign.
I then through not fault of my own cancel a load of services including a lot on my shiny new well advertised X Lines route however, I knew this was coming. Now either my ops team ain’t talking to my commercial team or someone is making bad calls or being ignored.
Do I put my hands up and say, yeah, bad PR move should have thought this through, you know, like my operations director tweeting about all our great North run resource during resource related service cuts or do I point at other operators who haven’t run high profile campaigns and kept their head down?
for every marketing win for go north east…genuinely not sure how the marketing team or agency are still in a job, it’s horrible advice.
I don’t think the situation is/was quite as you’ve depicted it there, otherwise I’d have agreed with you. I’m not sure that the national labour shortage was quite as easy to predict as is being alluded here, either? Go North East were in a much better position than most operators (even running services on their behalf) for a long time, as the staff shortage at Go North East in its infancy was driven by sickness. Clearly as sickness runs on, reliance on overtime is tricky as staff get overtime fatigue.
Licences being held up by the DVLA is also a big contributor - the bus industry naturally has a high turnover (potential reasons for this have been discussed in another thread), and when there’s a blockage at the DVLA meaning licences aren’t being renewed, this extra time before new starters can begin is also quite damaging. However, and indeed as you say, another factor outside of GNE’s control.
It wasn’t the Operations Director that Tweeted, it was an Operations Manager (big difference, but I took the point at the time). What he’s chosen to do on his own Twitter feed isn’t aligned to that of the wider PR strategy by Go North East.
When X-lines was being promoted, there was far fewer (barely any) journey cancellations. The world has moved on and all marketing was put on hold - that is clear to see from the social media feed alone, where journey cancellations and ‘#BeKind’ is all that is being promoted currently. I don’t think it’s that much of an own goal, and the only ones using the #BetterThanEver campaign against the company are enthusiasts (who probably aren’t even affected by the journey cancellations anyway).
All that said, in the grand scheme of things (over 8000 journeys being operated daily), the situation seems to be improving daily. Hopefully we’re over the worst of it now, but I still think other operators have a long way to go.
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