leveraging the web to sell and serve enterprise customers in the

Leveraging the web to sell and serve enterprise

January, 2010

sell and serve enterprise customers in the postal industry

Point of view

Leveraging the web to sell and serve enterprise sell and serve enterprise customers in the postal

Content

1. How key postal players’ web sites and portals compare

2. Food for thought from postal industry web sites and portals

2

How key postal players’ web sites and portals compare

Food for thought from postal industry web sites and portals

© 2009 Deloitte Belgium

1. How key postal players’ web sites and players’ web sites and portals compare

3

1. How key postal players’ web sites and


players’ web sites and portals compare

Internet is a key channel to sell and serve postal

customers

• Postal and parcels customers are more and more using the internet as preferred channel to collect

information on products and services

“For many customers, especially younger consumers, the Internet is the first choice for

information and performing countless other tasks. We will provide a user friendly Web experience

that satisfies customer needs for immediate access to information and services

USPS Vision 2013: Five-Year Strategic Plan for 2009-2013

• Postal services are more and more integrated with the internet• Postal services are more and more integrated with the internet

“We are again improving our internet services by offering worldwide shipments and are reiterating

our promise to our customers of being easily accessible, anytime and anywhere.

Thomas Ogilvie, Product Manager for Private Customers at DHL Parcels

• Customer interaction via the web channel is much cheaper than via face to face or call

“Experience shows that cost reductions of 20% to 50% are achievable by driving interactions to

self-service versus using a human agent, but only if the interaction successfully supports the

customers' manner of interacting.”

Gartner 2009 - A Framework for Creating the Future Customer

4

Internet is a key channel to sell and serve postal

Postal and parcels customers are more and more using the internet as preferred channel to collect

For many customers, especially younger consumers, the Internet is the first choice for gathering

information and performing countless other tasks. We will provide a user friendly Web experience

that satisfies customer needs for immediate access to information and services.”

Postal services are more and more integrated with the internet


Postal services are more and more integrated with the internet

We are again improving our internet services by offering worldwide shipments and are reiterating

our promise to our customers of being easily accessible, anytime and anywhere.”

Thomas Ogilvie, Product Manager for Private Customers at DHL Parcels - Sending parcels worldwide with DHL online franking

Customer interaction via the web channel is much cheaper than via face to face or call

Experience shows that cost reductions of 20% to 50% are achievable by driving interactions to

service versus using a human agent, but only if the interaction successfully supports the

A Framework for Creating the Future Customer-Centric Web

When building a web portal, a company should align the

functionality to the visitors’ life cycle

“By 2012, organizations that lack customer-centric web strategies will soon trail competitors that

have them”

Addressable –

Branding/Advertising, Contextual

Marketing, Transactional

Marketing,

Search Engine Optimization,

Loyalty Mgmt.,

Partner Marketing

Community Mgt.,

Product Review Services,

Ideation and Innovation Engines,

Social Networking,

Community Marketing,

Social Commentary/Validation

5

Source : Gartner 2009 - A Framework for Creating the Future Customer

Capture Pre-sales activity

Visitor life cycle

Experience delivery infrastructure and tools

Visitor context Visit understanding

Customer Segmentation,

Context Providers,

Context Aggregators,

Context Brokers,

Presence/Location,

Servi ces

Text Mining,

Web Analytics,

Predictive Analytics, Clickstream

Analysis, Interaction Recording

When building a web portal, a company should align the

functionality to the visitors’ life cycle

centric web strategies will soon trail competitors that

E-Commerce: Web Storefront

Product Configurators, Catalog,

Pricing, Inventory, Product

Recommendation Engines,

Product Reviews, Partner Portals

(B2B), Customer Portals (B2C),

Sales Partner Mgmt., Lead

Mgmt.

Case Mgmt,

Knowledge Mgmt. ERMS,

Enterprise Feedback Mgmt.,

Remote Diagnostics, Community-

Driven Service Solutions


A Framework for Creating the Future Customer-Centric Web

Sales Post-sales service activity

Visitor life cycle

Experience delivery infrastructure and tools

Site content Site infrastructure

Site Search,

Semantic Web,

Content Mgmt,

Personalization,

Localization,

Multisite Mgmt

Chat,

Cobrowsing,

Virtual Assistant,

Notifications/RSS Feeds,

Mashup technologies,

Portal Frameworks,

Cloud Platform

Security, MDM, GDS

A web portal needs to be mature on these functional areas in order to fully support each step of the

visitors’ life cycle

We identified 10 key functional areas that enable a postal

website to be customer-centric

1. Customer identification

and segmentation

3. Channel integration

Capture Pre-sales activity

Visitor Life Cycle

2. User experience,

context and

personalization

6

4. Web2.0 and

emerging capabilities

A web portal needs to be mature on these functional areas in order to fully support each step of the

We identified 10 key functional areas that enable a postal

centric

5. Business products

information and

search capabilities

8. Manage past and

current service

executions

Sales Post-sales service activity

Visitor Life Cycle


search capabilities

6. Quoting and

contracting

7. E-shop

executions

9. Invoicing and payment

options

10. Complaint handling

We assessed the maturity of the web portals of six key

European postal operators on these functional areas

Functional Area Description

1. Customer

identification and

segmentation

How well does the site support managing user

information? Is the site differentiated depending

on the segment of the user logged in?

2. User

experience,

context and

personalization

Does the site provide rich and consistent user

experience? Does the site propose interesting

services to generate more volume? Is the site

personalized based on the user connected?personalization personalized based on the user connected?

3. Channel

integration

Does the site integrate with other channels used

to sell the product?

4. Web 2.0 and

emerging

capabilities

Does the site support emerging and Web2.0

technologies?

5. Business

products

information and

search

capabilities

How consistent and detailed is the product

information provided? How easy is it to find the

best product or service fitting the users’ needs?

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Evaluation criteria

How well does the site support managing user

information? Is the site differentiated depending

on the segment of the user logged in?

Content adapted to customer

segmentation

Self registration

Forgot password

Does the site provide rich and consistent user

experience? Does the site propose interesting

services to generate more volume? Is the site

personalized based on the user connected?

Personalized content and features

Extra services available

Use of multimedia

Site presentation


personalized based on the user connected? Site presentation

Cross-brand integration

Does the site integrate with other channels used Availability of multiple channels

Channels context dependency

(customer, product, service, I)

Does the site support emerging and Web2.0 RSS catalog feeds

Product videos

Product wikis

Social networking and blogs

Collaborative browsing

How consistent and detailed is the product

information provided? How easy is it to find the

best product or service fitting the users’ needs?

Consistent product content

Product comparisons

Catalog views

Product ratings and reviews

Product and features keyword search



Functional Area Description

6. Quoting and

contracting

What features are available before and after

requesting the quote or placing the order?

7. E-shop What does the site offer to help purchase simple

products online?

8. Manage past

and current

service

execution

What features does the site offer to manage

current and past orders and cases?

9. Invoicing and

payment options

How extensive are the invoicing and payment

options on the site?

10. Complaint

handling

Does the site provide users with multiple ways

to enter complaints or get help and contact

customer service?

8



Evaluation criteria

What features are available before and after

requesting the quote or placing the order?

Quotes

Contract history visibility

Contract generation and renewal

Converting quotes into orders

What does the site offer to help purchase simple Save shopping cart

Product promotion

Recommendation and favorites

Cross-sell and up-sell


Cross-sell and up-sell

Order entry and summary

Credit card support

Shopping cart segmentation

What features does the site offer to manage

current and past orders and cases?

Order or case entry and tracking

Order or case history

Real-time help/chat

Collaborative browsing

How extensive are the invoicing and payment Saved payment options

Invoice management

Does the site provide users with multiple ways

to enter complaints or get help and contact

Complaint entry

Complaint history

Marketing Opt-in/Opt-out

Help, FAQs and solution search

De Post/La Postes’ web portal is a bit less mature than its

industry peers

Company Capture Pre-sales activity

De Post/La Poste

La Poste

Deutsche Post

9

Deutsche Post

TNT Post

Swiss Post

Royal Mail

Strong Weak

De Post/La Postes’ web portal is a bit less mature than its

sales activity SalesPost-sales service

activity


The maturity gap of De Post/La Poste is the highest in pre

sales and sales steps of the visitor life cycle

Maturity Maturity explanationFunctional area

Customer identification

and segmentation

User experience, context

and personalization

Multiple logins for different

products and services.

German segmentation

Limited fluidity across

brands. Personalization

and use of multimedia

10

http://www.post.be/site/fr/sse/index.html

http://www.post.be/site/fr/business/index.html

Business products info

and search capabilities

Web2.0/Emerging

capabilities

Channel integration

Contact is not real-time and

not easy to find. Web-forms

require a lot of information

Limited use of Web 2.0

functionalities (only on

Certipost site) and video

Inconsistenties in level of

detail, No product

comparison. Limited search

Strong Weak

The maturity gap of De Post/La Poste is the highest in pre-

sales and sales steps of the visitor life cycle

Maturity Maturity explanation

Quoting and contracting

E-shop

Contracts visibility for

MassPost No quoting and

contract renewal

Many credit cards

supported. Order summary

No favorites. No save

Functional area


http://www.post.be/site/fr/sse/index.html

http://www.post.be/site/fr/business/index.html

Complaint handling

Invoicing and payment

options

Manage past and current

service execution

Deposit tracking and

history for MassPost.

No real-time help

Not possible to manage

payment options nor

current and previous

Invoices

No history of complaints.

No central management of

Opt-in/Opt-out.

La Poste has the highest level of maturity of all the

selected competitors in all areas

Maturity Maturity explanationFunctional area


and segmentation


and personalization

Content adapted to user

identified. Multiple logins to

access services

Many widgets. Profiles.

Personalization. Poor

brand integration.

Multimedia

11



Web2.0/Emerging

capabilities

Channel integration

Context is kept.

Transfer is real-time : chat,

call me now

RSS Feeds. Product videos

Social networking. No

product wikis and rating

Consistent and detailed

product content. Predefined

profiles for some industries

http://www.laposte.fr/EntrepriseStrong Weak

La Poste has the highest level of maturity of all the

selected competitors in all areas



E-shop

Quotes are done via

multiple product simulators

No contract management

Recommendations, credit

cards. Favorites. Save.

Promotions. No cross-sell

Functional area


Complaint handling


options


service execution

Online order tracking and

history. Real-time help

(chat)

Payment options can be

saved and managed

Invoices not managed

Complaint entry with clear

and short SLA (48h).

Contextual help and FAQ

http://www.laposte.fr/Entreprise-Professionnel

Deutsche Post could strengthen its pre

sales functionalities

Maturity explanationFunctional area


and segmentation


and personalization

Limited functionalities to

manage login. Clear B2B

and B2C separation

Navigation not very fluent

(pop-ups, cross-brand). No

or limited personalization

Maturity

12



Web2.0/Emerging

capabilities

Channel integration

No context preservation

Contact information is not

easy to access

No Web2.0 capabilities and

no use of multimedia

Product comparison and

powerful product search

tool

http://www.deutschepost.deStrong Weak

Deutsche Post could strengthen its pre-sales and post-



E-shop

Quotes can be generated.


and history

Product comparisons

always proposed. No

favorites. No cross-sell

Functional area


Complaint handling


options


service execution

Mobile tracking. No real-

time help

Not possible to manage

payment options nor

current and passed

invoices

Not possible to enter

complaints. FAQ available

Search for help is limited

http://www.deutschepost.de

TNT Posts’ level of maturity is good compared to the

selected European competitors



and segmentation


and personalization

Various logins for different

services, some provided by

the account manager

Fluid navigation. Limited

extra widgets. Limited use

of multi-media

Maturity

13



Web2.0/Emerging

capabilities

Channel integration

No clear service level

agreements. Channels are

context dependent

Product videos

No Web2.0 features


content. Advanced search.

No comparison and rating

http://www.tntpost.comStrong Weak

TNT Posts’ level of maturity is good compared to the

selected European competitors



E-shop

Visibility of existing

contracts. Quote entry. No

contract renewal

Product favorites. Save.

Recommendations. Cross-

selling. Many credit cards

Functional area


Complaint handling


options


service execution

No email tracking. Entry

and tracking of orders. No

real-time help or chat

Possibility to manage billing

options. Possible to

manage invoices

Various channels to enter

complaints. Powerful FAQ

and help features

http://www.tntpost.com

The Swiss Post has very strong Capture, Pre

Sales capabilities



and segmentation


and personalization

One login giving access to

all services. Registration

via administrator.

Fluent navigation. My

Account personalization.

Virtual Post Office

Maturity

14



Web2.0/Emerging

capabilities

Channel integration

Channels are not context

dependent. No context is

captured.

RSS feed on DM. Limited

use of podcasts. No wikis

and social networking

Consistent content. No

comparisons. Limited

product search capabilities

http://www.swisspost.ch/Strong Weak

The Swiss Post has very strong Capture, Pre-sales and



E-shop

Quotes can be generated

but not possible to order.


Offers a platform to sell

products online. Cross-sell

/ Up-sell recommendations

Functional area


Complaint handling


options


service execution

Order entry, tracking and

history. No real-time help

No invoice management

functionalities

No area dedicated to

complaint entry. No SLA.

FAQ for certain topics

http://www.swisspost.ch/

The Royal Mail is mature and has strong features to

manage payments and invoices



and segmentation


and personalization

Various logins for different

services. Self registration

and profiling possible

Navigation is fluid. No

personalized content. No

use of multi-media

Maturity

15



Web2.0/Emerging

capabilities

Channel integration

Channels proposed depend

on the product context. No

context captured

No web 2.0 capabilities and

no use of multimedia


content. No comparison.

Search with “like” match

http://www.royalmail.com/portal/rmStrong Weak

The Royal Mail is mature and has strong features to

manage payments and invoices



E-shop

Possibility to enter quotes

based on parameters

No contract history

Favorites. Credit cards.

Recommendations. No

cross-sell and no save

Functional area


Complaint handling


options


service execution

Order entry and tracking.

Possibility to use

templates. No real-time

help

Payment and billing options

can be saved and named.

Invoices are managed

Complaints are redirected

to other channels. Easy to

use tool for help and FAQ

http://www.royalmail.com/portal/rm

2. Food for thought from postal industry web sites postal industry web sites and portals

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2. Food for thought from postal industry web sites


postal industry web sites

1) Request new registration

Customer identification and segmentation:

One login to access all online services of the Swiss Post

3) Select requested services

17


2) Enter masks

Customer identification and segmentation:

One login to access all online services of the Swiss Post


4) Enter company details and confirm


User experience, context and personalization:

The Virtual Post Office of the Swiss Post

1) Entering the Virtual Post Office

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3) Visual price calculations

User experience, context and personalization:

The Virtual Post Office of the Swiss Post

2) Selecting a service, view of promotions



4) Access online shopping

Channel integration:

Chat and “call me now” capabilities of La Poste

Immediate call back on Maileva site to co

demonstrationChat on professional e-shop

19

http://monbureaudeposte.laposte.

fr/pros/accueil.html

http://www.maileva.com/contact.php

Chat and “call me now” capabilities of La Poste

Immediate call back on Maileva site to co-brows in on-line sales

demonstration


http://www.maileva.com/contact.php

Web2.0/Emerging capabilities:

Deloittes’ perspective on social media

Deloitte developed a presentation on how postal operators can harness the opportunities presented by

social media.

This presentation gathers real examples of postal companies leveraging social media to

customers and provides steps to progress in this area

20

Web2.0/Emerging capabilities:

Deloittes’ perspective on social media

Deloitte developed a presentation on how postal operators can harness the opportunities presented by

This presentation gathers real examples of postal companies leveraging social media to interact with

customers and provides steps to progress in this area


Business products info and search capabilities

Product search tool of Deutsche Posts’

‘Like’ type search providing a list of results with photo, description, access to more detail, price

and possibility to add to the shopping cart

21

https://www.efiliale.de

Business products info and search capabilities:

Deutsche Posts’ site

‘Like’ type search providing a list of results with photo, description, access to more detail, price


https://www.efiliale.de

1) Enter DM simulation

Quoting and contracting:

Product simulators on the La Poste site

3) Select volumes sent in each department

22

http://www.simulateur

2) Enter additional information

Product simulators on the La Poste site


4) View the result of the price calculation

http://www.simulateur-md.fr

When the user accesses the detailed information of a product on the TNT e

recommended other cross-selling or up-selling products to add to the shopping cart

E-shop:

Cross-Sell recommendations on TNT Posts’ e

23

http://mailorder2.tntpost.nl

When the user accesses the detailed information of a product on the TNT e-shop, he is

selling products to add to the shopping cart

Sell recommendations on TNT Posts’ e-shop


http://mailorder2.tntpost.nl

Manage past and current service execution

UPS Tracking and tracing widget

UPS created a Widget that can be downloaded and installed to track and trace parcels in a

convenient way

24

Manage past and current service execution:

UPS Tracking and tracing widget

UPS created a Widget that can be downloaded and installed to track and trace parcels in a


1) Query for past and present invoices

Invoicing and payment options:

Royal Mail invoice history and payment

3) Select invoices to be paid

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2) Access invoice and invoice orders detail

Invoicing and payment options:

Royal Mail invoice history and payment


First level of qualification of the complaint

Complaint handling:

Complaint entry with SLA of 48h at La Poste

26

Clear communication on call-back SLA’s and

commitments of La Poste

Complaint entry with SLA of 48h at La Poste


leveraging the web to sell and serve enterprise customers in the

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