On the business of mattering
We often say that Post Office is a brand that matters – to our customers, to our communities and to the whole of the UK. But what does this actually mean, and how can you really keep track of “mattering” anyway?
To say we’re a brand that matters, is to say that we’re a brand that customers feel is relevant to their lives. Getting people to think of you as a relevant brand is really about shifting of perception.
We do this by engaging with customers in a genuine way, by making meaningful changes to products and services, by offering frank and honest advice. These acts, although small make a huge difference to customer perception.
And as for measurement, we do this internally with our customer insights team, but it’s done externally too. 1350 brands are tracked year round by YouGov to measure their overall brand health which considers consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and if they would recommend the brand to others. Essentially, does it matter?
This year, Post Office were named in the top five of three categories – Utilities and Services, Tablets and Broadband and, for the first time, High Street Banks and Savings. Showing that customers across the UK see us as a brand that matters in these three categories.
More interestingly perhaps, is that - aside from being in the top five - we’re also in the most improved in both the Tablets and broadband category and the Utilities and Services category – and we’ve never featured in the top five for high street banks and savings. A reflection of how we’ve grown as a brand over the last twelve months as we’ve adapted how we work to ensure we matter more tomorrow than we do today.
And we won’t stop there. The world is changing and standing still is no longer an option.
Success at an organisational level is now hinged on your ability to continuously change, learn and change again.
So the business of mattering, is really the business of learning. Something we’ve done and will continue to do as an organisation.