It’s easy to understand the underlying motivation behind the U.S. Postal Service’s digital strategy: use data to make mail a much more powerful marketing and communications tool. Hard copy and digital working together to make each other better. So what if the Postal Service is a little late to the party. At least it has showed up, which, as Woody Allen reminded us, is 80 percent of life.
Same-day delivery. On-demand delivery. Customer control. Dynamic routing. These are just a few features that have made package delivery a booming and competitive industry. Some might even argue it’s a downright sexy one.
To get to the bells and whistles, however, you need a solid foundation. All of those innovations depend on accurate tracking. And tracking starts with scanning. Customers expect to be able to track their orders as soon as they have checked out online. So complete tracking and tracing is essential.
Your challenge, if you choose to accept it, is to reduce undeliverable as addressed (UAA) mail by 50 percent. Okay, those weren’t the exact words, but that was the challenge put forward 10 years ago by then-Postmaster General Jack Potter.
At that time UAA mail – undeliverable because of an incomplete, illegible, or incorrect address – totaled more than 10 billion pieces, costing the Postal Service $2 billion annually because it must be forwarded, returned, or treated as waste.