Australia Post brand ranks 2nd in Australia
Australia Post has ranked second in the 2011 AMR Reptrak brand reputation study of the 60 largest companies in Australia. The result is an improvement on last year, with Australia Post ranking three places higher than it did in 2010.
The 2011 AMR Reptrak study measures an organisation’s reputation over the 2010 calendar year by surveying more than 5,000 consumers, with respondents rating companies across seven dimensions: Leadership, Performance, Product/Services, Innovation, Workplace, Governance and Citizenship.
Australia Post managing director and CEO, Ahmed Fahour said the result shows the business renewal programme, Future Ready, and its focus on customers, is working.
“Under Future Ready a key objective has been to focus on the needs our customers, and this result is confirmation that our strategy, while still in its early stages, is on the right track,” Fahour said.
“We know that increasingly Australians are turning to us to deliver more and more parcels as Australian online shopping takes off. Part of this result, I believe, is recognition that we are meeting their changing needs by offering services that make it easier for Australians to send and receive parcels.
“For example, last year we launched an iPhone app allowing customers to pay bills, track parcels and find a post office from their phone. We partnered with eBay on an exclusive satchel for online traders that offers flat rate delivery anywhere in Australia.
“We also launched our Click and Send service for domestic parcels and integrated the service with eBay, enabling customers to calculate postage, create mailing labels and book a courier to pick the mail item up, all at the click of a mouse button without needing to leave home or office.
“This study ranked Australia Post first for governance and citizenship due to strong oversight by the board over many years, a clear customer focused strategy and a commitment to the communities we serve.
“It’s always been my strongest belief that a great brand is built on the efforts of all our staff who deal with customers on a daily basis and I’m incredibly proud of the work done by our people over the past 12 months.”
Australia Post said the result further demonstrates the company’s AA+ brand equity rating and complements the findings of previous brand studies, including a trust scale report, commissioned by advertising agency Grey Worldwide and Sweeney Research, which ranks Australia Post as the third most trusted brand in the country.
