The main challenge Post Office faced was positioning the organisational culture around the customer; in other words, putting the voice of the customer at the heart of everything they do and, importantly, taking action on what their customers say.
To help Post Office do this, Kantar implemented a Voice Of Customer (VOC) Programme capturing customer feedback both in-branch and online to provide a single, all-encompassing lens. We now collect feedback on 140,000 customer interactions across 11,600 branches and deliver the information in user-friendly Qualtrics dashboards – available to 5,000 users (and growing!).
Kantar provide actionable insight, such as identifying the need for Post Office to focus on ‘enchanting’ the younger age demographic to create an emotional connection at the first point of experience. This has enabled Post Office to understand the key actions needed to improve satisfaction and advocacy, which will lead to higher usage across a broad range of increasingly competitive products and services.
The insights uncovered demonstrated the importance of the voice of the customer in becoming a truly customer-centric organisation. Post Office continues to drive the importance of the voice of the customer programme throughout its business.