I have the inspirational Plymothian Transport to thank for pointing out that under “News & Initiatives” on its First South West & Wales webpages there’s a link to First’s summer 2011 edition of its so-called stakeholder newsletter.
I would tend to agree with Plymothian Transit that the term “stakeholder” is a clumsy one. But I admit I cannot think of one better to describe those to whom the newsletter is intended, even if the term “stakeholder” found its way into a 2008 top 10 list of classic jargon (can jargon actually be “classic”?).
For, the newsletter appears destined for local & regional government and the local community, plus employees. Each is affected by First without having a direct shareholding and all benefit (or not) from First’s activities.
The bulk of the newsletter updates readers on First’s initiatives and, as such, could be any customer publicity puff. For me, the giveaway that this is intended not just for them but for decision makers lies is the second sentence:
“In the past six months a lot of change has happened, Giles Fearnley has taken over as the new Managing Director for First UK Bus and brings a real depth of experience in quality bus service provision”There’s no further explanation as to who Fearnley is. It’s expected that readers will be familiar with the name and reason for his appointment. If this were *solely* for passengers, they’d be lost at this initial point.
The author, regional managing director Justin Davies, then bravely goes on to admit “we know that in the past few years we have not met all your aspirations and expectations”. Carrying on, Davies implores,
“We want to make the future a better and different place and do business in a way that works for you. Getting that approach right will not be easy or automatic but the determination to achieve change exists now”Not all the newsletter is dedicated to good news. There’s a stark warning under the Hampshire & Dorset section that free travel formulæ changes “unfortunately may lead to service changes”. Interestingly, the newsletter makes no mention of contract inspired changes in Dorset yet surely the publication is intended as part of the Dorset rebuilding process.
But it’s the openness and honesty at the very beginning that we should applaud. It cannot be easy for an extant regional managing director in his present and recent roles in Swansea and Bristol to admit First has fallen short of aspirations. It indicates a new willingness at First to place the past behind it where obviously, by its own admission, it has to some degree or other failed. Davies should not be ashamed at trying to draw a line in the sand in Swansea Bay, Weston-super-Mare, Fowey or Weymouth.
Critics might say “Yeah, yeah. Whatever”. Provided the pledges are backed by evidence of action, I can see no reason why we shouldn’t take this as a sign of a new beginning and one that will include the expectation of a new livery and brand name in six to 12 months. What that will be and how local (or not) will be interesting to see and one that will no doubt result in a stakeholder newsletter all of its own.
i Plymothian Transit
i First stakeholder newsletter
13 comments:
Shame First seem to have gotten their facts wrong about Greyhound - it has been "..an icon of American life.." for only 85 years not 95. The company may have started 95 years ago, but wasn't named Greyhound until 1926 (accoring to Wikepedia). They still refuse to recognise the "first" Greyhound, and what is widely believed to be the first proper express coach service in the world,of which they are the natural successor, which ran along a similar route between Bristol and London, "Bristol Greyhound", the Greyhound name being 97 years old, and the express service being 86 years old, both older than the American version.
To be fair, the horrible word 'stakeholder' only appears in the filename, not the actual document. But if you have to give it a name to say who it is for, why not 'public'?
But at least it's a start. From my observations and experiences, as far as competing with Stagecoach, Arriva and GoAhead in terms of quality bus provision, the only way First can go is up.
Apparently, the original meaning of 'stakeholder' related to gambling:-
"An independent party with whom each of those who make a wager deposits the money or counters wagered."
I had understood it to mean anyone with some form of financial ownership of a business - used as distinct from 'shareholder' because there are other forms of ownership besides shares - e.g. loan finance. However, it seems that the current meaning is anyone who has an interest or concern in something, especially a business. So I suppose it is the correct word, even if First are a bit shy of using it in 'public'!
As you say, the important thing is that there are changes of substance as well as image - obviously not easy, as the newsletter author admits. The timing of an image change may also be difficult - if the quality of the product has not been improved, then the new image will soon get just as bad a reputation as the old one; on the other hand, wait until the quality has been raised before changing the image, and the old image might have gained a better reputation. But the current First image really does need changing - the faded grey livery is dreary - what a contrast to Badgerline. I wouldn't say that I liked that livery particularly, but at least it was bright and brash in its original form. Then there's the name itself - 'First' - it really is a bit corny. I don't think people are taken in by that sort of name these days, and, in any case, what exactly were they 'first' at?
First out the door if net profit went below 20%, seemingly.
Stakeholder in this case could mean a first frankenstein killing tool.
"Then there's the name itself - 'First' - it really is a bit corny. I don't think people are taken in by that sort of name these days, and, in any case, what exactly were they 'first' at?"
FirstBus made more sense to me, as it stated what they did.
That said, that also has an element of confusion in it:-
"The First bus will be the second bus to arrive".
A bit like National Express's rail failure:-
"The train at platform two will be the fifteen twenty One service to Norwich".
Neil
The public are largely completely baffled by the names on the sides of buses. Most do not have clue who owns the company, or where they are based.
Buses are local by nature,and more attention should be given to their place in local communities...that way a bond is created, even if it is only superficial.
Let's all hope that Tim and Giles can breath the necessary oxygen into the company before it contracts so far that it disappears up it's own ........
And yes, please drop that silly parent name 'First' wherever possible. Obviously the City and investors etc will still want to refer to it as such but most passengers would be happier with something more sensible and/or local.
Most passengers dont care too hoots about th name many will not even know what it is.
All they want is a realiable frequent bus service. Companies get far to hunfg up on branding and endlessy rebrand for the sake of it such as branding individual routes. It's just a waste of time.
Dear Mr Glum (if it's you)
"Companies get far to hunfg up on branding and endlessy rebrand for the sake of it such as branding individual routes. It's just a waste of time."
Tell that to Trent Barton or Brighton & Hove or Southern Vectis or even Stagecoach who all reap the reward of brand investment.
"Most passengers don't care two hoots about the name many will not even know what it is."
Not necessarily - First have such a bad name in Cornwall that whatever they do is met with scorn, whereas Western Greyhound, which has certainly started to suffer crumbling vehicle and staff quality recently, can do no wrong because they also have a strong brand, yet were doing good things (new buses, new services) when First were rotting away. Indeed, when WG came to Penzance for the first time a few years ago, many people thought it was Western National reincarnated!
There is a difference between route branding and company identity.
First seems to have gained a poor image both inside and outside the industry. Most of that must have come from the top,and it will take some changing.
Drop the F word...simples.
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