USPS ‘friends’ online and social media
To improve the customer’s experience, the Postal Service uses feedback from the Customer Experience Measurement (CEM) survey and also monitors internet chatter — blogs, forums, tweets, news stories.
In quarter 2 of fiscal year 2012, the volume of Internet “articles” promoting usps.com, mobile barcodes and QR Codes, Every Door Direct Mail, and new stamp releases increased considerably over the same period last year (SPLY).
The volume of tweets and blogs discussing Every Door Direct doubled in quarter 2 over SPLY with nearly twice the percentage of positive sentiments as negative sentiments.
National and local news releases announcing new stamps were widely reported by both traditional and social media. Despite negative news — a $3.3 first quarter loss — there was tremendous positive discussion of these releases.
USPS has had a presence on social media websites for some time, with something for everyone — customers, mailers and stamp collectors.
“USPS is a big topic in the social media world,” said Consumer and Industry Affairs VP Maura Robinson. “We’re analyzing what our customers have to say in order to improve their experience with us.”
Enhancing the customer experience is one of the Postal Service’s key DRIVE management strategy initiatives. (Note: the website is available only to readers using postal computers or BlackBerries).