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Post Office + Qualtrics

How Post Office became the #1 public services brand in the UK

93% of the UK’s population live within a mile of a Post Office branch. But running the UK’s largest retail network comes with a whole host of challenges - including how to deliver fantastic customer service consistently. Using the Qualtrics XM Platform, the Post Office is able to collect, analyse and take action on feedback gathered across 11,500 branches and its vast digital estate. In just a few months, it’s been able to resolve 100s of issues - big and small - and create more seamless, hassle-free experiences for its millions of customers.

The only way we can run our CX program is at a branch level. Qualtrics enables us to take a magnifying glass to each of our 11,500 branches, understand exactly what’s going on, and deliver actionable insights back to our postmasters. In just 6 months, we’ve become 3% easier to do business with, a metric we know is directly tied to our revenue.

James Scutt, Director of CX, Post Office


Enabling local branches to fix branch-level issues
Low stock. Handling of fragile parcels. Too few staff on the travel money counter. The Post Office knows a lot of its customer feedback is local in nature and requires branch teams to own it and take action. Thanks to easy-to-use Qualtrics dashboards, it’s possible for any branch to access its own data, see exactly what it needs to do to improve, plus celebrate successes.

Ensuring you have a great experience in any branch
Everyone has a few preferred Post Office branches – one close to home, one close to work, maybe one open on Sundays. The challenge for the Post Office is making sure your experience is consistently excellent at each one. By assessing performance across its entire network, it’s able to spot skill gaps and develop action plans for individual branches and teams.

Aceing social media customer service
The Post Office can pull in social media comments to the XM Platform, then assign follow-up to its team of Area Managers. This means that every Tweet or Facebook post can be acted on, and it’s possible to track whether the issue was resolved and how sentiment is tracking at an aggregate level.


increase in “Ease of Doing Business” in first 6 months


greater consistency in soft skills across branches


Public Services brand in 2019 Customer Satisfaction Index

With 11,500 branches, one of our biggest challenges is achieving a consistent level of service across the country. And it’s compounded by the fact we know soft skills are driving satisfaction. With Qualtrics, we’ve been able to pinpoint which areas our branches are struggling in, put together an action plan for improvement, and drive up customer experience.


A system of action
Feedback means nothing if you don’t act on it. With manager-level dashboards and action planning, it’s fast and easy to turn a customer complaint into a branch improvement.

Postmasters don’t speak the language of CX. So it’s important to the Post Office that it’s able to present customer feedback using its own terminology and signpost the recommended action.

Social media integration
Your most passionate critics usually live on Twitter or Facebook. With Qualtrics, you can pull in all comments, analyse sentiment, and reply quickly.

Post Office has over 11,500 branches across the UK. It’s the largest retail network in the country, with more branches than all UK banks and building societies combined. As well as mail services, it offers a wide variety of other products, including loans, credit cards, savings account, travel money, and government services.