The economy has changed dramatically over the last 12 months. The Postal Service’s financial situation has changed, as well as its target markets and the fortunes and requirements of its customers. If the Postal Service gathers appropriate data to fully understand customers’ needs and desires, and offers relevant solutions, customers are more likely to choose the Postal Service as their primary supplier of mail products and services. The customer experience includes attributes such as access, convenience, products, services, price and relationship with the Postal Service. Unpleasant experiences can reduce brand loyalty. Understanding and addressing these customer “pain points” is critical to helping to increase customer retention and revenue streams. The challenges are to ensure that every potential and existing customer with a need for postal products and services is aware of the Postal Service’s ability to deliver value, and that the Postal Service captures sufficient information to respond to their needs. Whenever and wherever possible, the Postal Service must understand what customers want and need, and they must meet customers’ expectations. If the Postal Service is to move toward a “best in class” sales organization, it needs to focus on excellence of execution and delivering value to customers.
What can the Postal Service do differently to better understand customer needs in various markets? What can the Postal Service do to enhance the positive customer experiences and reduce the negative experiences? We’re excited to begin the conversation and hope you’ll chime in with thoughts and comments along the way. This topic is hosted by the OIG’s Office of Audit’s Sales & Service team.