The Post Office
With 11,500 branches across the UK, The Post Office is Europe’s largest retailer. Central to its success is a network of postmasters – local people running Post Offices in their community.
The Post Office engaged Smith & Henderson to undertake a survey with 8,000 postmasters, many of whom required paper surveys. The brief was to ensure this wasn’t a tick box exercise and the survey helped to drive positive changes.
Workshops were held with many different business areas and face-to-face interviews with postmasters. When thinking about the support postmasters need to deliver great customer experience and improve sales performance, clear themes emerged like effective initial training, sales support and sharing best practice with other postmasters. The survey questions reflected these and an Engagement Index measured discretionary effort and postmasters’ commitment to the Post Office.
To cater for different preferences, postmasters could complete the survey via their smart phone, tablet or PC, and paper surveys were also provided.
A summary of the results and key recommendations were presented to the Executive Committee. Paula Vennells, CEO, singled these out for praise, commenting that unlike other surveys that simply report results, Smith & Henderson provided real insight to help the Post Office prioritise its resources. Subsequent workshops were held with eight business areas, helping these to develop local action plans designed to improve postmaster engagement and performance.