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The realities (and opportunities) of digitaldisruption
The Post OfficePete MarkeyChief Marketing Officer
September 2015
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What is your perception of the Post Office?
3
Does it conjure up images such as this?
4
Or this?
5
So how big a job do we have?
The Post Office by numbers
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We have huge scale and reach
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• 17-18m customers visit our branches every week
• 45m online visits per year
• 3m passport renewals per year
• 132 products we can sell… but our 4m ‘active’ customers have average product holding of 1.2
• 2nd most trusted UK brand
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Lots of customer touch points
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Digital disruption is an opportunity and a challenge
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• Online postage
• Multi channel experiences
• Customer perceptions of other brands
© 2015 KPMG Nunwood Investments Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Printed in the United Kingdom.10
The Six Pillars of customer excellence
PersonalisationUsing individualised attention to drive an emotional connection
ExpectationsManaging, meeting and exceeding customer expectations
Time & EffortMinimising customer effort and creating frictionless processes
IntegrityBeing trustworthy and engendering trust
EmpathyAchieving an understanding of the customer’s circumstances to drive deep rapport
ResolutionTurning a poor experience into a great one
Five years of research shows that every outstanding customer relationship has a universal
set of qualities: The Six Pillars™.
© 2015 KPMG Nunwood Investments Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Printed in the United Kingdom.11
The UK CEE 2015 Leaders
© 2015 KPMG Nunwood Investments Limited is a subsidiary of KPMG Holdings Limited, a subsidiary of KPMG LLP, a UK limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Printed in the United Kingdom.12
Defining the New Era
Customer
experience is
the new
branding
We enter a new
era of business
Omnichannel
is everything
Digital must be
integrated, not
isolated
Re-
humanising
the
experience
Emotionally
engaging with
customers
Knowledge
management
ensures
success
Superior insight
distributed to
many
UK Plc is
outperformed
globally
Many customer
programmes fail
to deliver value
2015 UK customer experience themes
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How we’re responding to this opportunity
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We’re in the middle of the biggest retail transformation in the UK
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Transforming our branches
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Changing perceptions through the lens of brand
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We have a customer brand promise to provide focus and direction
CONSISTENCYCONVENIENCE
COMFORTCONFIDENCE
We help youget the important things
in life done
There’s nothing that beats the buzz of achieving the
important stuff in your life (your dream home, a new business, even a holiday!). And yet, accomplishing the
important stuff in life can be fraught with complexity,
which costs time, effort and stress
The Post Office is the home of the important stuff in life. We’re here
to help you sort it simply, quickly and easily
The Post Office. We help you get the
important things in life done
Simple but universallyrecognised truth
Brand Truth Customer promise
We’re listening to our customers
We tested a number of potential positionings using neuroscientificresearch (capturing memory encoding, attention, engagement, emotional intensity and approach/ withdrawal)
The findings:Post Office is a facilitator – it helps you get all those important things on your ‘To Do’ list sorted
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Transforming our digital experiences
We’ve listened and launched a new site inline with life stage needs
You’ll be surprised what we offer
Improving the online experience
• Re engineered key pain points in the online customer experience• Improved SEO and PPC strategy • Introduced Next Best Action (NBA) capability to key pages of the site
We’re constantly listening
We have started using Lithium which is a customer service tool which allows us to see different streams of customer questions by product area, ensuring we can react speedily and appropriately to our customers.
A buzz monitoring tool which allows us to get realtime customer insight as well as social monitoring.
We use it to help plan campaigns, obtaining social insights, run activity reacting to the moment and measure the impact of a campaign post activity.
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Listening and adding value to the conversation…
Last Posting Dates Gift Wrapping Ideas
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We’re getting our message out first
Tweet
drove 7000
website
visits
1000+
shares
…tapping into culturally relevant conversations
…being first to market to break news of key changes affecting our customers
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…and also tapping into the nations love for dogs!
200+ dog
photos
submitted
in 24 hours
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Showing we
care, by
proactively
checking up
on customers
Being
positively
surprising at
the right
moments
Having a 1-2-1 connection with customers in a way that cannot be achieved via traditional formats
Mortgage calculator and response
Through Zoopla
Partnership with Last Minute.com to drive sales of Post Office travel
Products e.g. travel insurance and travel money. Dynamic creative
Used to drive response
For example:
Forging great strategic partnerships
For example:
Reunited 10 lucky families for Christmas, using a campaign
that fused social and radio. Fully mobile optimised
experience Generated 3,000 competition entries
10 different questions over 10 days, which shaped the
Ultimate Holiday. We gave away the Ultimate Holiday
experience (Australia) to 1 lucky participant. More
than 23,000 entries and 36% opted in to marketing
comms (data capture) with 55% increase in Facebook
Fans
With other great brands
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Personalising the experience across channels
1.
Personalised
Counter experience
2.
Personalised
communications
3.
Personalised
Digital experience
Personalising the the entire digital journey
To personalise
each component
Page relevant
to product holding
Journey relevant to customer persona
including product holding.
Relevant x-sells are made along the journey.
Move from one
size fits all
To personalising entire
pages across the site
To personalising the
entire journey
Listening to the needs of our customer base
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UK Pulse panel is a regular online feedback and discussion tool. It gives
customers and colleagues the opportunity to provide their opinion on
various issues at the Post Office
Currently 4,000 customers and over 850 colleagues are signed up to the panel
and this is continually refreshed
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Enhance the customer experience in branch
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Take more of the customer experience
online
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Use data to inform better designs
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Visual Collaborative Insight DrivenDedicated space
Drive a more agile way of working
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In summary
- The Post Office is on a journey
- Digital disruption is a real opportunity for our business
- We have a fantastic opportunity as a trusted brand and multiple customer touch points to build a stronger relationship with our customers
- Our new brand promise helps provide direction for business change and our go forward digital & data strategy
- There is opportunity to do more
This is just the start…