DVLA: Slick Strategy?!
Ok. I confess. I hadn't
realised the youthful photograph that adorns my driving licence is not good
enough anymore being over 10-years-old. While it might not sound like terribly
negligent behaviour on the surface, I had also forgotten to inform DVLA that I
changed my address 2 1/2 years ago. So how did I find out the photo had
expired? The irony is that DVLA have relocated me to my new address using a
suppression file.
So is this a great example of database enhancement? The letter I received was a
little Big Brother-esque in tone "The photo on your driving licence will
expire shortly.... In preparing this letter DVLA has checked the last address
you gave us with records held by a commercial partner". Very stern and a
little disconcerting but it was reassuring to see the information was accurate.
After further reading it was clear that DVLA had already experienced issues
with their suppression service as a caveat in the mailing states, "If the
person we sent this letter to no longer lives at this address, please destroy
this letter." My suspicion that DVLA had sent out two mailings at the same
time was confirmed a few weeks later when the original letter, which had been
set to my former address at exactly the same time as the other letter, arrived
on my doormat. Surely, it would have been worth seeing if I responded at the
first address before sending out the tester to my new address?
So, while the strategy employed by DVLA was pretty slick there are a couple of
potential pitfalls I think it's worth noting. First, the letter to my old
address could have been opened by the current occupants, opening up the
opportunities for identity fraud. The tone of the letter to my new address
alludes to an all seeing eye, which is a real turn off. The letters weren't
phased to allow any natural interaction with the "customer". And finally,
relocation products are not 100% reliable so my details could have gone to the
wrong house providing yet another fraud opp.
Ultimately, DVLA's objective to get in contact with me was achieved however, as
a word of caution to those attempting to relocate lapsed customers, put
yourself in the shoes of the intended recipient and invest time in getting the
creative and message just right in order to avoid them feeling
"found". A softly softly approach is more likely to give them an
opportunity to reengage with you naturally.
Right, back to my passport renewal form. Mrs A won't be happy if we have to
miss our next escape to the sun!
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