The U.S. Postal Service has made improving the customer experience a priority. Postal officials see a positive customer experience as a key to revenue generation because customers are more likely to return if their experience was good. As Deputy PMG Ron Stroman noted to a gathering of postal officials in August, “Our customers have choices, they don’t have to come to us. How people are treated makes all the difference in the world.”
Customer service strategies could include something as simple as a menu of services and prices on display in each Post Office. Or, a quick resolution of a customer complaint can turn a negative experience into a positive one. Other efforts might require more substantial changes, such as reconfiguring the retail space or offering extended hours in some locations. In some cases, the Postal Service’s goal of rightsizing its retail network might run counter to the customer experience, at least initially.
For commercial customers, a positive customer experience might be entirely different from the retail customer. A simplified or more automated mail acceptance process may appeal to bulk mailers. Changes in service standards might not please all commercial customers, while others may be able to adapt to the changes more readily. New dropship points for mail entry and the changes these can cause to internal processes might stress some mailers. For other mailers, fewer mail entry points might help them gain efficiencies.
Given the different needs and expectations of customers, the first step to a successful customer experience would be to know your customers. “One size fits all” might work for the Snuggie®, but not for the Postal Service. Commercial mailers, in particular, have urged the Postal Service to get to know their businesses and operations better. The Postal Service has worked hard over the past few years to reach out to customers and engage them in discussions on improving operations.
How can the Postal Service build strong relationships with its customers and encourage customer loyalty? Would consumer and business mailer online rating systems, similar to Yelp, be a useful tool for gleaning information about customer experiences?