Helping Post Office get closer to the customer

post office case study love letter
Our Voice of the Customer programme enables Post Office to activate customer feedback to improve every area of the business – keeping customers at its heart.
James Scutt, Head of Customer Experience, Post Office“We have never had this level of insight before. Kantar have helped us elevate our understanding of the customer experience and I am proud to say that in the last 9 months, we’ve become 4% easier to do business with, a metric that we continue to improve and that we know is tied to our bottom line.”

Challenge

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.

Approach

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!).

Insight

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.

Impact

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.

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