Since Yell stopped printed paper directories, the company has attempted to offer a range of digital solutions to its customers. None of these products has proven successful for Yell or their customers. Yell has experienced significant criticism that false claims are being made by their sales agents, that contracts are being missold and that their products failed to deliver results.
There has now been a motion tabled in Parliament and signed by 17 MPs across five political parties calling for an investigation into Yell’s business practices. Yell’s business practices are also now being investigated by Trading Standards. Almost half of Yell’s existing customers have cancelled their contracts in the past year alone.
Smart Performance is Yell’s latest attempt to stem this flow of customer cancellations and save the business from going into liquidation. Smart Performance could be considered a “make or break” product for Yell.