Multichannel innovation boosts customer satisfaction for the post office

Published on 28 August 2014 by in Latest News

The Post Office recently released a video giving viewers an insight into their design lab. Here they test and refine the customer experience before changes are rolled out to stores across the country. They make it clear that they are looking to modernise and streamline the service they offer through the use of more computers, tablets and self-service options. numero asks if there are any lessons that can be learnt and what affect modernising a brand can have on the customer experience?

Pete Markey, Chief marketing officer for the Post Office stated, “The heart of [the new customer experience] is digital, fused with the in-branch experience.”

iStock 000001999905 Small 300x198 Multichannel innovation boosts customer satisfaction for the post officeAn example of this multichannel focus would be a customer using their computer at home to purchase travel money and then visiting the store to pick it up, following the click and collect model.

Similarly, the Post Office have also introduced a drop-and-go packaging service for small business customers who regularly use the Post Office to deliver products. SMEs can fill in any details about their package online and then simply drop it off at their nearest branch.

Both these services offer an improved customer experience, giving customers the ability to access an expanded range of services from their own home or office and minimising the time they spend queuing in-store.

2,500 branches have already been modernised in this manner, with ten more being rolled out each day. These modernised branches have seen queue times drop down to one minute and customer satisfaction has also risen as a result. These figures suggest the new store model is improving customer relationships with the 300-year-old brand and, with a ten per cent sales increase in each shop, the Post Office is reaping the financial benefits too.

iStock 000020070518 Small 300x199 Multichannel innovation boosts customer satisfaction for the post office

The Post Office have clearly spent a lot of time understanding their customers and finding out what their needs are. They’ve designed their stores to work more efficiently for their customers, leading to improved waiting times and re-invigorating the brand’s public image. numero believes these multichannel innovations are a positive step forward for a brand that has received criticism in recent years for its level of service.

Moreover, this case also highlights the need for companies to adapt to their customers’ ever evolving needs to keep pace with their expectations. Delivering on customers’ wishes can not only improve the brand-customer relationship, but also increase sales.


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