As the dust settles following another West Ham loss, it is almost impossible to draw any positives from our fourth successive defeat. Make no mistake, it is a result which leaves us looking over our shoulders with much trepidation at the relegation zone looming large and ever more in focus.

A defeat is always hard to take but the manner in which we are conceding and allowing games to get away from us is especially hard to swallow. Our second half capitulation at Hull followed a first half in which we had restricted the home side to not a single shot on target. At half time a home win looked the least likely outcome for the game and yet this season, under Bilic, West Ham seem incapable of consolidating a lead let alone building upon one. Such are our defensive woes that any side we face has a fighting chance of overturning a deficit and going on to claim all three points.

With injury once again pairing Collins and Fonte in central defence, we always looked vulnerable. In Cresswell, we have a left back desperately short of form and confidence. He looks uncomfortable in possession going forward and defensively he is rapidly becoming a liability. All players can lose form but Cresswell’s decline appears to be synonymous with all that is going wrong at West Ham.

It would be unfair to single out any player for particular criticism, this was a poor display by the whole team with perhaps the exception of Lanzini who treated us to moments of creativity and, more importantly, seemed to show hunger and desire, something which was lacking elsewhere.

As fans, in the position we find ourselves, hunger, desire and commitment are qualities we are desperate to see in our team. If we come off at 90 minutes defeated but having given everything to the cause then you will hear very few voices of dissent but this is just not the case with the West Ham of this season. We appear to have an air of acceptance of our position and show little sign of taking steps to put things right. At his post-match press conference Bilic exuded resignation of his eventual fate, whether that be sooner or later, such is the apparent downward spiral the Club finds itself in. A terrible cliche perhaps but it really is time for individuals in our Club to stand up and be counted. Or perhaps I am naive, given the transient nature of the modern footballer, to believe that we have players capable of digging deep and showing pride in wearing the claret and blue.

The malaise surrounding the Club seems to be all encompassing. Our owners and board of directors have never been more out of touch with the fans, despite proclaiming themselves as fans first and foremost. For fans, now read customers such has become the corporate identity the Club seems desperate to develop. They seem intent on making West Ham a brand, no longer a football club but a globally recognised entertainment entity.

Given the perilous financial position that Gold and Sullivan inherited when they bought West Ham, it is difficult to criticise them too heavily but progress both off and on the field seems only to be possible if ‘done on the cheap’. And whilst money is undoubtedly being made it is hard to see where it is being reinvested for the benefit of the Club. If indeed we have achieved financial stability then we must look to move onto the next level. Whatever your thoughts on the London Stadium it is difficult to argue that we haven’t secured an incredible deal, one which has no doubt allowed our revenue to soar. As fans, not customers, we deserve to see the fruits of this increased revenue on the pitch, in our playing squad.

Today’s result at Hull, coming off the back of three previous defeats can leave none of us in any doubt that this investment needs to made with some urgency. Whilst we cannot invest in players until the summer window I think some very serious questions need to be addressed in respect of our manager and coaching staff. Relegation is unthinkable and simply can not be allowed to happen. Gold, Sullivan and even Brady will recognise this, the question is whether they have the capability to play their part in preventing it. A glance at The Championship table reads like a list of fallen heroes. Clubs who have previously graced the Premier League, even triumphed in Europe’s premier cup competition have fallen into obscurity perhaps never to return to the top table again. None of us should allow ourselves to be fooled into thinking that this couldn’t happen to us.

Whilst we no longer have the Boleyn Ground, the time has come for West Ham to show some of the fighting spirit and survival instincts of the people that call the East End of London home. For many, in tough streets and neighbourhoods, football is their life blood and they, along with all other Hammers fans deserve better.