Last week saw Yodel controversially raising prices for service to meet consumer service demands and match the ever-increasing need for flexibility.
The UK's largest parcel delivery company put the price hike down to the enormous growth in online shopping, and enhancements to its service, including a six day a week, increasing to seven days during December, with the removal of premium charges for weekend deliveries, and standard pricing across the UK. It also referenced other technology enhancements such as SMS and an improved online service. All good enhancements, which unfortunately backfired.
The outcome was public outrage and a host of negative comments from consumers who had experienced poor service, and demonstrated how bad service can damage a brand and come to the forefront at the first opportunity.