The modern customer experience program enables Pos Malaysia to have in-depth, real-time visibility of customer insights from across its network of over 900 branches, 11 subsidiaries, and various digital channels.
Pos Malaysia Berhad, the national postal delivery service of Malaysia, has embarked on a customer experience transformation journey in partnership with Qualtrics, a leading experience management company, and Kantar, a global data, insights, and consulting firm. The innovation partnership is centred on enhancing the customer experience and driving operational efficiencies across the organisation by creating a single system that will encompass the company’s entire customer experience program.
Commenting on the postal service provider’s digital transformation strategy, Sumesh Rahavendra, Group Chief Transformation & Digital Officer, Pos Malaysia, said:
“As part of our digital roadmap, we are committed to completely redesigning our customer journey. Supported by Qualtrics and Kantar, Pos Malaysia will be able to differentiate our services through a superior and responsive customer experience.’
Qualtrics has been deepening its presence in Southeast Asia with the launch of the first Centre for XM Innovation in Asia based in Singapore. The Centre is focussed on advancing the customer and employee experience management capabilities of enterprises in Singapore and across the region.
Advancing the Customer Experience Program
The recent research conducted by the Qualtrics Experience Management (XM) Institute, “2021 Global Consumer Trends”, revealed that the pandemic has sparked the need for companies to rewrite their playbooks to cover the evolving needs of customers that drive brand loyalty. According to the study, organisations need to invest in improving customer service quality and be equipped to meet their customers online, in-person, and hybrid as 75{aa282f308afcc222aaa21b0478c79e01a8fedd01972e2180867097bd93930f22} of consumers have gone digital. Most importantly, the research stated that customer satisfaction is directly correlated to trust and advocacy, especially for organisations in critical industries such as education systems, health institutions, and government agencies.
Mao Gen Foo, Head of Southeast Asia, Qualtrics, shared that in Malaysia, poor customer experiences are costing enterprises up to USD 35 billion annually, which is a strong indication that organisations need to prioritise better understanding of consumers’ evolving needs. He stressed:
“The digital transformation underway across Southeast Asia is an opportunity for businesses and governments across the region to cultivate greater trust, loyalty, and satisfaction among their customers and employees. In these new environments, organisations like Pos Malaysia are well placed to succeed by regularly tapping into in-depth insights that help them deliver personalized, and seamless customer experiences at scale.”
Pos Malaysia is pioneering a unified brand and customer experience program in collaboration with Qualtrics and Kantar to ensure that the organisation continuously improves on delivering customer experiences based on data. The single system allows Pos Malaysia to take necessary and timely action on current and emerging issues. In addition, leveraging Qualtrics CustomerXM’s capability to rapidly segment data, the Malaysian company delves into customer data not only by geography and demographic but also according to the channel and type of engagement.
Nithi Kumar, Regional Head of Experience, Kantar APAC & India, said that the company’s experiences and best practices from Post Office UK, Australian Post as well other service and retail brands will be shared with Pos Malaysia to support their CX journey to becoming a truly customer-focussed organisation.
“Pos Malaysia is one of the oldest and most beloved brands for many and we are committed to growing the brand love through a systematic and impactful VOC & Brand program. We are excited to turn these insights into impactful business decisions to enable Pos Malaysia to prioritize and plan better in the new world,” he expressed.