In the Summit’s opening keynote, he’ll share both the challenges and opportunities facing an established player and his learnings six months in to a transformation. Britain’s Post Office Group, perhaps more than most organisations, sits at the very epicentre of our disruptive digital environment. The biggest retail network in the UK, The Post Office is home to more than 11,500 branches visited by 18m customers a week. It’s also the UK’s number-one travel-money and mail provider, and sixth-biggest telecoms supplier – yet all corners of its business are facing pressure from a changing market, customer and competitive dynamic as digital and mobile continue to upend traditional models. Pete Markey joined as Chief Marketing Officer in spring 2015, charged with leading a transformation of The Post Office brand and customer experience, placing customers and digital opportunity at the heart of its future.

1. The realities (and
opportunities) of digital
disruption
The Post Office
Pete Markey
Chief Marketing Officer
September 2015

2. 2
What is your perception of the Post Office?

3. 3
Does it conjure up images such as this?

4. 4
Or this?

5. 5
So how big a job do we have?

6. The Post Office by numbers

7. 7
We have huge scale and reach
7
• 17-18m customers visit our branches every week
• 45m online visits per year
• 3m passport renewals per year
• 132 products we can sell… but our 4m ‘active’ customers have average
product holding of 1.2
• 2nd most trusted UK brand

8. 8
Lots of customer touch points

9. 9
Digital disruption is an opportunity and a challenge
9
• Online postage
• Multi channel experiences
• Customer perceptions of other brands

10. © 2015 KPMG NunwoodInvestments Limited is a subsidiaryof KPMG HoldingsLimited, a subsidiaryof KPMG LLP, a UK limitedliability partnershipanda memberfirm of the KPMG
network of independentmember firmsaffiliatedwith KPMG International Cooperative, a Swissentity. All rights reserved. Printed in the United Kingdom.10
The Six Pillars of customer excellence
Personalisation
Using individualised attention to
drive an emotional connection
Expectations
Managing, meeting and exceeding
customer expectations
Time & Effort
Minimising customer effort and
creating frictionless processes
Integrity
Being trustworthy and engendering
trust
Empathy
Achieving an understanding of the
customer’s circumstances to drive
deep rapport
Resolution
Turning a poor experience into a
great one
Five years of research shows that every outstanding customer relationship has a universal
set of qualities: The Six Pillars™.

11. © 2015 KPMG NunwoodInvestments Limited is a subsidiaryof KPMG HoldingsLimited, a subsidiaryof KPMG LLP, a UK limitedliability partnershipanda memberfirm of the KPMG
network of independentmember firmsaffiliatedwith KPMG International Cooperative, a Swissentity. All rights reserved. Printed in the United Kingdom.11
The UK CEE 2015 Leaders

12. © 2015 KPMG NunwoodInvestments Limited is a subsidiaryof KPMG HoldingsLimited, a subsidiaryof KPMG LLP, a UK limitedliability partnershipanda memberfirm of the KPMG
network of independentmember firmsaffiliatedwith KPMG International Cooperative, a Swissentity. All rights reserved. Printed in the United Kingdom.12
Defining the New Era
Customer
experience is
the new
branding
We enter a new
era of business
Omnichannel
is everything
Digital must be
integrated, not
isolated
Re-
humanising
the
experience
Emotionally
engaging with
customers
Knowledge
management
ensures
success
Superior insight
distributed to
many
UK Plc is
outperformed
globally
Many customer
programmes fail
to deliver value
2015 UK customer experience themes

13. 13
How we’re responding to this opportunity

14. 14
We’re in the middle of the biggest retail
transformation in the UK

15. 15
Transforming our branches

16. 16
Changing perceptions through the lens of brand

17. 17
We have a customer brand promise to provide focus
and direction
CONSISTENCYCONVENIENCE
COMFORTCONFIDENCE
We help you
get the important things
in life done
There’s nothing that beats
the buzz of achieving the
important stuff in your life
(your dream home, a new
business, even a holiday!).
And yet, accomplishing the
important stuff in life can be
fraught with complexity,
which costs time, effort and
stress
The Post Office is the
home of the important
stuff in life. We’re here
to help you sort it simply,
quickly and easily
The Post Office. We
help you get the
important things in
life done
Simple but universally
recognised truth
Brand Truth Customer promise

18. We’re listening to our customers
We tested a number of potential positionings using neuroscientific
research (capturing memory encoding, attention, engagement, emotional
intensity and approach/ withdrawal)
The findings:
Post Office is a facilitator – it helps you get all those important things on
your ‘To Do’ list sorted

19. 19
Transforming our digital experiences

20. We’ve listened and launched a new site
inline with life stage needs

21. You’ll be surprised what we offer

22. Improving the online experience
• Re engineered key pain points in the online customer experience
• Improved SEO and PPC strategy
• Introduced Next Best Action (NBA) capability to key pages of the site

23. We’re constantly listening
We have started using Lithium which is a customer service tool
which allows us to see different streams of customer questions
by product area, ensuring we can react speedily and
appropriately to our customers.
A buzz monitoring tool which allows us to get
realtime customer insight as well as social
monitoring.
We use it to help plan campaigns, obtaining
social insights, run activity reacting to the
moment and measure the impact of a
campaign post activity.

24. 24

25. 25
Listening and adding value to the conversation…
Last Posting Dates Gift Wrapping Ideas

26. 26
We’re getting our message out first
Tweet
drove 7000
website
visits
1000+
shares
…tapping into culturally
relevant conversations
…being first to market to break news
of key changes affecting our customers

27. 27
…and also tapping into the nations love for dogs!
200+ dog
photos
submitted
in 24 hours

28. 28
Showing we
care, by
proactively
checking up
on customers
Being
positively
surprising at
the right
moments
Having a 1-2-1 connection with customers in a way
that cannot be achieved via traditional formats

29. Mortgage calculator and response
Through Zoopla
Partnership with Last Minute.com to drive sales of Post Office travel
Products e.g. travel insurance and travel money. Dynamic creative
Used to drive response
For example:
Forging great strategic partnerships

30. For example:
Reunited 10 lucky families for Christmas, using a campaign
that fused social and radio. Fully mobile optimised
experience Generated 3,000 competition entries
10 different questions over 10 days, which shaped the
Ultimate Holiday. We gave away the Ultimate Holiday
experience (Australia) to 1 lucky participant. More
than 23,000 entries and 36% opted in to marketing
comms (data capture) with 55% increase in Facebook
Fans
With other great brands

31. 31
Personalising the experience across channels
1.
Personalised
Counter experience
2.
Personalised
communications
3.
Personalised
Digital experience

32. Personalising the the entire digital journey
To personalise
each component
Page relevant
to product holding
Journey relevant
to customer persona
including product
holding.
Relevant x-sells are made
along the journey.
Move from one
size fits all
To personalising entire
pages across the site
To personalising the
entire journey

33. Listening to the needs of our customer
base
33
UK Pulse panel is a regular online
feedback and discussion tool. It gives
customers and colleagues the
opportunity to provide their opinion on
various issues at the Post Office
Currently 4,000 customers and over 850
colleagues are signed up to the panel
and this is continually refreshed

34. 34
Enhance the customer experience in branch

35. 35
Take more of the customer experience
online

36. 36
36
Use data to inform better designs

37. 37
Visual Collaborative Insight DrivenDedicated
space
Drive a more agile way of working

38. 38
In summary
- The Post Office is on a journey
- Digital disruption is a real opportunity for our business
- We have a fantastic opportunity as a trusted brand and multiple
customer touch points to build a stronger relationship with our
customers
- Our new brand promise helps provide direction for business change
and our go forward digital & data strategy
- There is opportunity to do more
This is just the start…