PostNL is The Netherlands’ largest postal service and the undisputed market leader in parcel delivery. Because of the strong growth in e-commerce, PostNL is more visible every day but behind the scenes too, it sets trends through innovative digital platforms for senders and receivers, for example. Customer satisfaction is a major driving force within PostNL.
To improve on that customer satisfaction, which was already high, PostNL sought to deploy its social channels to inform customers proactively and handle queries faster.
“At PostNL we like working on good customer relations”, says Joshua Geerlings, responsible for the collaboration with Salesforce and Gen25 at PostNL’s online department. “We aim for customer satisfaction. It’s quite high already but there’s always room for improvement. In 2016, we focused on increasing the use of our social media. One important driver was our desire to provide added value for clients. Not simply responding to questions and complaints but also utilising social media positively and proactively.”
“Our parcel delivery status updates were perfect for this. Clients could already stay informed via the website, e-mail and our app, but getting information via social media is even more direct. Internally too, we wanted to push our efficiency to a higher level. We saw agents at our Leeuwarden call centre wasting time and effort on manual tasks while an integrated customer view was lacking. Gen25 proved they could help us in all those areas.”
Social25 for the WhatsApp integration
PostNL’s customer service staff were working with a tool that was no longer meeting the company’s requirements. Social25, a new console by Gen25, did. Making the transition from old to new, Gen25 did have to take into account the complex IT at PostNL.
“Our existing tooling isn’t growing with our requirements”, says Geerlings. “Social25 does a better job, especially in supporting our staff. If you can use WhatsApp, you can use Social25 – it’s that simple. We are now in transition with our tooling and it’s a demanding process, because Social25 has to accommodate some 100 employees. As soon as Social25 is fully implemented, we obviously want more than push notifications and automatic track and trace for parcels. The parcel-related service does account for the largest volume, but we have many more services to integrate, making Gen25’s job that much harder.”
How we collaborate
“We were keen on delineating the project up front so we would be able to handle it”, says Geerlings. “Gen25 had developed its console Social25 which fit our needs perfectly. Moreover, Social25 is fully integrated within Salesforce, so there was no need to invest in links with existing software.”
After initial sprint plans, PostNL and Gen25 are working towards a more structured collaboration. “In the beginning, we still had to find the right form of collaboration. The size and complexity of our organization was a factor”, explains Geerlings. “That’s why we really appreciate Gen25’s super flexibility. We also like the roadmap they envision, as it mirrors our own. In addition, Gen25’s extensive Salesforce expertise was a reason for us to choose them. Many parties understand just fine what social servicing entails, but only a few can link that understanding to all that Salesforce has to offer. That’s the strength of Gen25.”