"What we are asking, now that the single daily delivery has come in, is consistency of service, " he told BBC Wales.

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In addition, most providers have specific customer service teams that work on a small group of accounts, and that results in greater service consistency.

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He said this "could lead to a lack of consistency for those receiving a service from the PSNI".

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Consistency is crucial in establishing credibility and trust with buyers and needs to extend beyond awareness to post-purchase service and support.

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