How Australia Post Transitioned Into Twenty-First Century Marketing

How Australia Post Transitioned Into Twenty-First Century Marketing
SHARE
THIS



The Australia Post has been around for 207 long years, audiences at this morning’s Salesforce Future of Marketing conference learned, but that legacy didn’t necessarily translate into a seamless and modern customer experience.

“Historically we’ve had a relationship with our customers where they connect with us, but it’s been in a really physical form – so the person in the store, the postie, the person delivering things to their door,” Australia Post chief customer officer Christine Corbett said.

“Now because people are mobile, we needed to transform and translate that to be bigger than a parcel business and a letter business.

“It’s now really about online shopping and making that easier for a small businesses. A lot of small businesses are struggling with going online but also with exporting,” she added.

“We’re a company that’s been something to everyone so rather than be this ubiquitous brand that everyone’s had some sort of interaction with, we wanted to being much more personal.”

Corbett said they thought they were “really cool” when they began email marketing a few years ago, but that was clearly not good enough.

“We’re a customer service organisation, but it still comes at the end, it doesn’t come at the beginning. So we need to start with the customer,” Corbett said.

“Now we’ve taken one million known customers and started asking, ‘Are you living in an apartment? Are you an online shopper? Are you a lapsed online shopper? Have you been carded and have to pick something up from the post office?’ And now we’re actually personalising that experience.

“We’ve combined emails with Facebook and Google Search to ask people how we can improve that first time delivery experience.

“And two weeks in, we’ve had our third highest week ever in terms of using our parcel loggers. And when you think about parcel volume, to have a “Christmas level month” in August – typically a low month – is amazing.”

And as a side note, this author ordered a parcel, which was delivered by Australia Post today. Minutes after it arrived on my desk, I had an email flashed out to me, signed off by chief customer officer Christine Corbett asking for my feedback on the Australia Post experience.

Bryan Wade, the SVP & CPO of Marketing Cloud at Salesforce joined Corbett on the stage, and suggested the entire process of working with Salesforce was designed to “take the burden of having to manage your company’s infrastructure on your own plain and put it on ours so you can focus on being a marketer”.

“We’re all about customer touch points, and Salesforce Journey Builder works across all platforms, from social media, emails and apps.”

What Wade said he discovered is when marketers talk to their direct customers, they’re not seeing them as just a ‘customer’.

“When we talked to doctors about their customer in health care, they don’t call their customers ‘customers’, they call them patients; academics call them students; flight attendants call them passengers.

“So the core value of Salesforce is building trust, because every customer is on their own unique journey.”

 

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]