INFORMED CUSTOMERS: CUSTOMER EXPERIENCE DELIVERED€¦ · COMPETING FOR BUSINESS EVERY DAY •...
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INFORMED CUSTOMERS: CUSTOMER EXPERIENCE DELIVERED
Transcript of INFORMED CUSTOMERS: CUSTOMER EXPERIENCE DELIVERED€¦ · COMPETING FOR BUSINESS EVERY DAY •...
INFORMED CUSTOMERS:
CUSTOMER EXPERIENCE DELIVERED
BIND THE NATION TOGETHER
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NATIONWIDE PRESENCE
1.2 Billion scan events daily!!! 3
UNPARALLELED NETWORK: ENHANCING
THE CUSTOMER EXPERIENCE ACROSS TOUCHPOINTS
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ADAPTING TO A CHANGING MARKETPLACE
THE EAGLE ALWAYS
FACES FORWARD
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COMPETING FOR YOUR TIME AND ATTENTION
CONSULT PHONE
WHILE IN STORE
82%PREFER PERSONALIZED
CUSTOMER EXPERIENCES
80%US SMARTPHONE USERS
TOUCH THEIR PHONES
EVERY DAY
2,617 TIMES
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COMPETING FOR BUSINESS EVERY DAY
• Digital Marketing
• Online Payments
• Digital Magazines and
catalogs
• Same Day Services
• “Free” Shipping
Competition every day for every product from first mile to last mile
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GROWTH IN PACKAGE MARKET
USPS Shipping Volume
2007-2017: +73%
“We deliver more
packages to homes
than anyone else.”
USPS Recent Trend
Qtr 3 - 2018: 7.5% Growth Rate
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CONSUMERS SPEND TIME WITH THEIR MAIL
Average Time Spent Sorting Mail (in minutes)
USPS Mail Moments Spring 2018: A12. About how many minutes did you spend bringing in, sorting, and organizing your mail the last time you sorted the mail? Think of the total minutes you spent doing these activities. Base size: 1309 total, Millennials=428, Gen X=429, Boomers=394
6.68.4 7.5
10.3
0
5
10
15
2015 2016 2017 2018
The average time spent sorting mail is increasing. Millennials
spend the most time sorting mail, while boomers spend the least.
13.1
9.5
7.8
0 5 10 15
Millennials
Gen X
Boomers
Total By Generation
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MAIL – DELIVERING RESULTS
46%
46%
46%
Millennials
Gen X
Boomers
33%
32%
35%
17%
18%
14%
3%
4%
4%
79%
78%
81%
Likes to discover what the mail brings every day and considers
time spent looking at/reading mail is time well spent
Excitement about mail is
consistent across age groups
USPS Mail Moments Spring 2018 A15. People differ in their interest in receiving mail. Person G likes to discover what the mail brings them every day and considers the time that they spend looking at and reading mail time well spent. Person H does not give mail much attention. Are you more like Person G or like Person H?I am... Base size: Millennials=428, Gen X=429, Boomers=394
DISAGREEAGREE
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VALUE OF DIRECT MAIL
Semi-Annual Sale
30% OFF
Boogie
Boots
Direct Mail:Response rates 10 to 30 times
higher than digital
Direct Mail:57% special connection to mailpiece
Direct Mail:60% greater recall than digital
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MAIL INNOVATION TO ENHANCE ROI
Connecting Physical Mail to Digital Technology Enhances Value
Using variable data
printing & mailing
technologies to
increase response
rates and build
customer relationships
Using analytics
to personalize and to deliver
hyper-localized Direct Mail
Transforming from
one-dimensional to
omni-channel across all mail
categories with enhanced
impressions
Leverage digital
technologies within
a mailpiece – QR
code, AR, and video
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INFORMED DELIVERY®
Sign Up for Free at:
Informeddelivery.usps.com
If it’s in the mail,
It’s in your email.
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INFORMED DELIVERY®
12M+Registered Users
+
212KWeekly Registrations
800+Brands Represented
68%Email Open Rate
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INFORMED DELIVERY® ENHANCEMENTS
Improved
Flats
Visibility
In Progress
Mobile
Wallet
Coupons
In Progress
Personalized
CampaignsTesting in
Progress
Small
Business as
Receiver
FY19 Q2-Q3
Interactive
Campaign
Data
DistributionFY19 Q3-Q4
Package
Campaigns
Proof of Concept
FY19 Q1-Q2
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THE POWER OF DIRECT MAIL
COMBINED WITH INFORMED DELIVERY® CAMPAIGNS
37% More Response
Make It A Digital Conversation
usps.com/idcalculator
INFORMED DELIVERY® CALCULATOR
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HELPFUL RESOURCES
Informed Delivery
Informeddelivery.usps.com
Informed Delivery
Calculatorwww.usps.com/idcalculator
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INFORMED VISIBILITY®
Acceptance
Depart BMEU
Arrive at Processing
Processing
Depart Processing
Transportation
Arrive at Destination
Depart Destination
Arrive at Unit
Out for Delivery
Delivered
END TO END VISIBILITY
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INFORMED VISIBILITY®
Next-Generation
Digital Analytics
Your Data - What You Want
When You Want It
Mobile API
Toolkit
Real-Time Insights
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INFORMED PLATFORM
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HELPFUL RESOURCES
IV Solutions Center
Available 7:00 a.m. to 7:00 p.m. CT
Monday - Friday
1-800-238-3150, Option 2
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REINVENTING MAIL
Reinventing Mail for Today’s Customer Experience
1 2 3 CHANGE
BEHAVIOR 4ALIGN AND
CONQUERREINVENT
INFILTRATE
MARKET
SEGMENTS
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INFORMED
DELIVERY®
INFORMED
VISIBILITY®
REINVENTING
SUMMARY / QUESTIONS
+ =
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ACADEMIC OUTREACH OVERVIEW
The USPS has developed an
Academic Outreach program to
reach future marketers and
demonstrate the value of direct mail.
USPS in association with industry experts and
educators developed college level course content
about direct mail and its role in providing seamless
experiences for consumers through integrated
marketing.
Classes in Marketing and Graphic Communications
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BENEFITS TO PCCs
How PCCs Can Benefit From Academic Outreach
Membership
Engage current
members and reach
potential new
members
Industry
Support industry
growth by engaging
future marketers and
graphic designers
Recruitment
Educate a pool of
future employees
with direct mail skills
and experience
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BENTLEY UNIVERSITY EXPERIENCE
See how our partners
at Bentley University
taught direct mail
within the context of
an integrated campaign.
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MARKETING COURSEWORK
Bentley University Course: Marketing
USPS collaborated with Bentley University to
develop direct mail materials that can be adopted into
college level marketing curriculum
In-class experience included:
Speakers/Experts
Print facility tour
Live client projects pitches
Course materials and instructor guides now available
Course is offered as modules, which can be used
individually or as a complete 14-week course
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CLEMSON EXPERIENCE
See how our partners at
Clemson University
developed a contest-
based course for Graphic
Communication students
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GRAPHIC COMMUNICATIONS COURSEWORK
Clemson University Course: Graphic Communications
Creative Inquiry course piloted with a Graphics Communications focus
In-class experience included:
Live client projects
Industry guest speakers
Developing integrated direct mail campaigns
Launching a campaign for clients
Industry judges reviewed:
Mail Piece Design & Layout
Mobile/Web
Social Media
Program in development for 2019 launch 29
RECAP & NEXT STEPS
Identified Member
Connections
PCC
Accomplishments Recap of Recent Success
Circulated Industry Survey
Signed up Industry Experts
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RECAP & NEXT STEPS
Invite Connections to
PCC Events
Provide Resource and
Data to Professors
Offer Live Client Cases for
Existing Courses
Identify Internship Opportunities
Build
RelationshipsWith Existing Connections
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RECAP & NEXT STEPS
Co-present Curriculum
Opportunities
Send Us Suggestions
& New Ideas
Provide Speakers, Clients,
& Tours for Curriculum
Adoption
Work with USPS to Further
Develop
Connections
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Q&A - DISCUSSION - CONTACTS
Postal Pro Link:
https://postalpro.usps.com/academic-outreach
Link to Industry Survey:
https://www.surveymonkey.com/r/USPSacademic_outreach
Program
Email Address: [email protected]
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Thank You
