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Direct Mail - Royal Mail ditches quailty assurance scheme QMP
QMP CLOSES AS ROYAL MAIL TURNS ITS BACK ON INDUSTRY QUALITY SCHEME
The organisation which provides independent quality accreditation for the direct mail industry, QMP, is to close following changes made to Royal Mail's internal processes.
The independent accreditation scheme operated by QMP has policed quality standards in mail production at mailing houses since 2001. Mailing Houses had to sign up to QMP's standards - and accept regular audits - before they were eligible for Royal Mail's commission scheme.
Royal Mail now proposes to replace the quality-assured gateway with a scheme based solely on rewarding Mailing Houses for volume, and meeting Royal Mail's presentation criteria.
Last year alone, QMP conducted some 150 audits of Mailing House sites, has issued almost 100 improvement notices and suspended 5 sites, all of which made a positive impact on industry standards and ultimately how and what the consumer receives through the post.
QMP Chief Executive, Alan Halfacre, fears that without the introduction of a new credible quality assurance scheme, which can effectively police the wider industry standards, we could see a decline in the quality and effectiveness of direct mail.
He said: "We are very disappointed in the way Royal Mail has approached this change which, if left unchecked could threaten the image of the direct mail (DM) industry and the mail media.
"Maintaining high standards at mailing houses is essential to the overall credibility of our industry. To dump quality checks at such a crucial stage particularly when DM is competing with other advertising media is a disaster.
"Our industry is constantly under the microscope - not least from corporate procurement managers, junk-mail critics, and government representatives, as Royal Mail knows only too well. It is essential that the DM industry maintains its commitment to quality and as Royal Mail is over 90% of the industry they are shooting themselves in the foot.
"The only way to interpret this move is that Royal Mail is selfishly looking after itself by dumping links with independent quality accreditation that is valued by clients across all business sectors. At the moment customers know when they appoint a QMP- accredited mailing house that the service they receive is of the highest standard. There will be no such reassurance in future.
"Royal Mail has created a scheme that attempts to buy mailing house loyalty rather than reward high standards, they are still the dominate DM industry player and should exercise greater responsibility."
Fellow QMP Director, Richard Smith, added: "The future challenge is for those who passionately care about our industry to find a way to maintain mailing house high standards in the newly-deregulated industry and retain customer confidence.
"QMP has been a credible accreditation scheme, but following Royal Mail's decision, we must act swiftly to secure an alternative that embraces the current market requirements."
17 April 2007