Ann Nevinson: Reflections on Customer Access
Communities and high streets, shopping locations and even the means by which people choose to shop are changing all over the world
All postal organisations have obligations in some form, be it legally stipulated under their USO or based on the mission vision and values of the company to provide services which reach out into the community. Thus all Posts need to be recognised as accessible to everyone.
Traditionally, access for customers required them to visit buildings or outlets such as Post Offices whether these were large, owned branches or a distinct Postal service area run in external outlets under some form of partnership. Then came vending or self-service equipment in store or in standalone convenient locations.
The above tends to broadly continue to set the context in which one can track many of the posts looking to reshape and reinvent their networks, providing the customer with physical access.
However in parallel with the reshaping of the physical networks the world has seen a rapid shift in the expectations of customers for timely and convenient access to what they want, when and how they want it. e.g. Via mobile phone and internet capability and utilisation, and globalised 24/7 access becoming the norm for many
It is true that some Posts are still expanding their physical networks to provide equitable service throughout their countries, but in the main we see revisions perceived to be a reduction or contraction in “bricks and mortar” provision. This is against a background of alternative choices for the customer. So Posts have to continuously reshape change and modernise their access networks to ensure they remain fit for purpose.
This is a challenge as whilst Posts may face some form of competition and or alternative substitution for their products and services they inevitably need to provide viable and sustainable options to retain and gain customers throughout the change. The cost of introducing change to get to a new end state being in itself challenging to get accepted and funded then delivered.
There is a sometimes a recognised emotional and social value attributed to what customers or businesses are familiar with which makes it difficult to get agreements by key stakeholders to embrace changes proposed to the physical network.
Although its often quite challenging its interesting and necessary to learn from not only from the initiatives being taken elsewhere in the world of Posts but also understanding the process by which different countries or organisations prepare their communities for and then implement change retaining the confidence of their shareholders to assure success.
This Postal Access Forum would be interested in hearing from anyone who has found the secret to success for current consumer needs, or or has any opinion or critique of percieved best practice. Contact the Postal Access Forum team here to share your views.
