Diary: Telegraph's gaffe is blow for customer relations

In any business, it is considered bad form to upset a customer.

So as a newspaper publisher, it is a cardinal sin to annoy your biggest client in your own pages.

In a feature about affordable sofas in the 26 May edition of The Daily Telegraph, the writer decided to quote Claudine Collins, the group press director at MediaCom, because her company handles some of the buying for DFS. However, her role at the media agency also makes her arguably the paper's biggest customer.

If only it hadn't misspelled her name and insulted her company by saying it had produced "cheesy" work it had nothing to do with.

The errors, that no doubt had Dave King, the executive director at The Daily Telegraph, spluttering into his morning cornflakes, read: "... says Claudine Collett, the group press director of MediaCom, the ad agency responsible for the cheesy DFS advertisements".

Needless to say, an apology appeared in the next day's edition.

- Got a diary story? E-mail us at campaign@haynet.com or call (020) 8267 4656.


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