Post on 20-Jun-2015
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www.etailcore.com
4th November 2014 | 15:00 PM
Evolution of ‘in-store' - can bricks & mortar and eCommerce work together effectively Presented by: Imtiaz Kaderbhoy Project Manager – Digital Multi Channel Program James Scutt Network Change & Customer Coordination Manager
#etailcoreweb
Evolution of in-store
Can bricks & mortar and eCommerce work together effectively
Welcome
James Scutt
@ScuttJ
linkedin.com/in/jamesscutt
Imtiaz Kaderbhoy
@imtiazkaderbhoy
linkedin.com/in/imtiazkaderbhoy2
Who are we?
We have been trading for over 370 years
We have c11,800 branches across the UK
We serve c18 million customers every week
99.7% of UK population is within three miles of a branch
2013 Revenue increased by £44m (4.5%) to £1.024bn.
Brand trust Is it a good thing?
Brand Trust
• What does this mean for us?
Human
Fair
Reliable
Universal
Trustworthy
Useful
Community Focused
Useful
What does this mean
to us?
Brand Trust
• But watch out for the “trust trap”
“They just do mails”
“They have basic products”
“They’re old-fashioned”
“I can’t access them digitally”
“I don’t associate them with other
things”
“They have notorious queues”
What could this
mean?
“Their products aren’t relevant
to me”
Voice of the Customer and our “Customer Promise”
Voice of the Customer
The Post Office respects my time I received friendly
personal service
My expectations are met My needs were
understood
I’m treated fairly and with professionalism
Customer Promise
Physically transforming our branches
Physically Transforming our Branches
• 292 Crown branches
Brighter more modern design Improved layouts Improved Self-serve Private consultation areas for
Financial Services Longer opening hours More open plan counters
Many refits will give customers:
Physically Transforming our Branches
• c3,500 “Main” branches • c5,300 Smaller “Local” branches Modern design More open plan
counters Longer opening
hours
Colleague behavioural training
Colleague Behavioural Training
What do we want to achieve?
Evolving from service to retail excellence
Ways of working without the “barrier” of a physical counter
Behavioural excellence to exceed customers expectations
Encouraging innovative thinking and maximising the strengths of individuals
New ways of interacting with customers to improve their experience
Digital Omni-channel Connecting customer touch-points
The Post Office sits in 4 core markets
Mails
Government Financial Services
Telephony
The Post Office faces challenges across each of its four core markets to become commercially sustainable
• Transforming customer engagement with the Post Office from single transactions into enduring and profitable customer relationships
Omni-channel Strategy – In a Nutshell
The Post Office has many of the building blocks in-place or in-progress
Mails
Gov’t services Financial services
Retail Telecoms
= Post Office = Customer
From this…
What they want
Where they want
How they want
In the way that they
want
Put the customer at the heart of a single relationship with the Post Office
The Customer at the heart of the
Post Office
Better knowledge of the customer
Increased share of customer spend
Improved loyalty & retention
Attracting a new generation of customers
Post Office business benefit
Additional revenue New product &
services opportunities
Increased profit
Put the customer at the heart of a single relationship with the Post Office
To this…
• Omni-channel means more than just a good website, it means an integrated multi-channel business
Omni-channel
ENHANCED ‘PURE’ DIGITAL CHANNELS DIGITALLY ENABLED BRANCHES
Personalised customer experience at the Digital Post Office “Handled with care”
Leading website
experience
Optimised mobile
experience
Interactive & informative
digital content
Quick & easy purchase process
Innovative digital
delivery
Digitally enabled customer support
‘Smart’ customer self-service points
Web-connected branch
colleagues
Digitally enabled knowledge share & management
Integrated with other channels
Leveraging unique asset of physical
network
360 degree data driving engagement and decisions
Differentiated customer service
Omni-channel
Enabling principle “A digital Post Office”
Branch remains an important channel for all groups
Consumers of all ages still want to go into stores
But the experience offered needs to adapt
to an OC world
Branch becomes a crucial tool for brand engagement & loyalty through excellent in-store customer service
The role of branch: Engage with customers Embodiment of the brand
Offering new services Support seamless integration Personalised customer service
Consumer Goods
What are we doing…. Today…
What we are doing
Developing a single view of our
customers
Developing propositions based on insight and fact
Creating a single Post Office
customer account
Launching and integrating our mobile channel
Optimising our online customer journeys
Aligning our branch experience / customer journey to our
online and mobile channels
Creating a targeted self service capability
Launching a platform to integrate all of the above
Replace our counter infrastructure
Adopt test and learn to speed time to market
Design Lab
Design Lab
The future of the Post Office
Watch the video here: https://www.youtube.com/watch?v=c10z8WUCt28&safety_mode=true&persist_safety_mode=1
For high volume transactions • Live in-branch • Online to follow
Appointment Booking
Post Office products What do we do?
• We have over 170 products, and growing!
Post Office Products
Travel
• Foreign currency
• Travel insurance
• Travel money card
• Travellers cheques
• Passport services
•MoneyGram
Financial Services
• Credit cards • Personal
loans • Savings
accounts •Mortgages • Current
accounts • Growth
bonds
Telephony
•Homephone • Broadband • Phone cards •Mobile top
up • Directory
enquiries
Insurance
• Car & van •Home • Life • Pet •Motorcycle • Business
• UK & international
• Guaranteed • Confirmed • Standard
Identity & Licences
• Driving licences
• Biometric Enrolment for Foreign Nationals
• Rod Fishing Licence
• Document certification
and many more…
Our products win awards too…
Post Office Products
8 Years running 7 Years running
James Scutt
@ScuttJ
linkedin.com/in/jamesscutt
Imtiaz Kaderbhoy
@imtiazkaderbhoy
linkedin.com/in/imtiazkaderbhoy2
…Thank-you