ViewPoint - Paul Charles

PR Week UK 07-Feb-07, 19:00

Virgin Atlantic director of comms Paul Charles believes PR agencies need a ‘wake-up call' about the 'customer service' they often provide.

In his video-clip for PRWeek, Charles argues that the industry often lags behind the standards people have come to expect from other service providers.

PR agencies, he says, make a huge effort during pitches, but after a few weeks, clients tend not to get the service they paid for.

The former journalist insists it is time for a ‘root-and-branch reform’ of how agencies train their staff in customer service. He suggests sending staff to special academies, introducing e-learning and even encouraging secondments to top restaurants and hotels, so they can ‘learn how the customer should be treated’.

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