PosTech 2011: Reaching out to the Customer
Day two of PosTech provided an insight into development of e-communications and the use of social media.
The industry-leading conference took place this week in Dubai at the Hyatt Regency Hotel.
Delegates heard from Jacob Johnsen, hybrid mail strategist, Ipostes, who examined whether hybrid mail is ready to dominate the postal landscape of the future.
He explained that the technology is now widely adopted and integrated into major developed posts. Furthermore, developing countries are using it to “leapfrog the development in terms of speed of delivery, quality of service, and preparation to be involved in e-postal delivery”.
In light of falling mail volumes, Johnsen said that hybrid mail will lead to improved postal communication, a greater market openness and transparency; as well as increasing of the postal value.
He added that hybrid mail’s adoption will contribute to reduction of Carbon Footprint per letter. “Letters generate about 20g of CO² for postal handling and delivery,” he said.
Johnsen concluded that the “solutions are in place” and the hybrid mail market “is taking off”.
Following Johnsen was Dennis Gilham, director of business development (postal sector) at RPost – who specialise in secured e-post services.
Gilham provided insight into creating the “right secure platform” for businesses.
He said it was somewhat “bizarre” that businesses send so much confidential information via email. He explained standard email was like an “open postcard” which lacked true confidentiality.
In terms of secured email, Gilham added that “the timing and fit is right” for postal operators take to hold of the opportunity it provides.
Marcin Bosacki provided an interesting example of how postal operators can communicate with their customers and promote their business through social media.
He said InPost, the Poland-based private operator, is striving to be “the Apple of the Posts”.
The company is using Facebook as one of the tools to promote it pack station service, and also its mail arm, where it now holds a 10% share of the country’s domestic output.
Since launching its Facebook page, with an initial 300 fans in March 2010, the company now has 200,000 fans. “They are, of course, a great benefit to us,” said Bosacki.
Bosacki also explained how the company recently stocked its pack stations with a computer game a day before its release date. Once it reached midnight, customers could then unlock their products from the pack station, via SMS code, meaning they had the item in their possession hours before retail outlets would open.
Partnerships were discussed by Imad Nusheiwat, corporate director of government and postal development, UPS, through a presentation on “expanding opportunities through alliances”.
In terms of logistics, Nusheiwat said that consumer’s expectations are higher. There is a demand for instantaneous information, and the reaction for information is instantaneous.
He told delegates the best way to create opportunities was to adapt to ongoing changes in consumer demands and market conditions.
Collaboration on final mile delivery, conveyance, and new products were labelled “key”.
Furthermore, he highlighted the need to utilise technology and to continually address consumers’ demands.
To read up on PosTech day one follow the links below:
