Pos Malaysia enhances its customer experience program with Qualtrics

The customer experience in any industry is a prerogative for organizations today. Be it e-Commerce, logistics, travel, or government services, an unpleasant customer experience can not only lead to a drop in reputation but also lose out to competitors with better customer experience platforms.

In the logistics industry, there are a variety of delivery platforms available for both enterprises and consumers. Apart from price, most of these platforms are picked based on the experience a user goes through. In some cases, the price is secondary as customers focus more on the experience and service provided by the brand.

In Malaysia, the logistics industry is as competitive as it can be. The increasing demand for better and faster delivery services has seen a huge growth in new delivery startups in the market as well.

As most of these startups are cloud-native, they are able to design a platform that prioritizes the customer experience. On the other hand, most established delivery companies would still need to look into their existing systems to find the best way they can improve their digital services and offerings, as well as focus on the customer experience.

As organizations across Malaysia race to respond to evolving consumer needs in the country, driven by the pandemic, rise of the digital economy, and new payment technologies, Pos Malaysia Berhad has selected Qualtrics CustomerXM and Kantar to guide and accelerate its ongoing digital transformation aimed at improving the way customers connect with the company and enhancing operational efficiencies.

Using Qualtrics, the national postal service provider is standardizing its customer experience platforms to create a single program helping it to listen, understand, and act on customer feedback captured across all touchpoints and channels. This will allow Pos Malaysia to identify and respond to customer needs across the group, which includes a network of 900+ branches, 11 subsidiaries, and digital channels rapidly and meaningfully.

What makes it more interesting is that Pos Malaysia will finally manage its entire customer experience program through a single system for the first time. This will provide the group with continuous real-time visibility into current and emerging issues and opportunities to improve the experiences provided. The postal service provider will also be able to rapidly segment data with Qualtrics, helping the organization to better understand individual needs by geography, demographic, channel, and engagement.

Pos Malaysia’s new customer and brand experience program will be implemented in partnership with Qualtrics Partner Network member Kantar, which is providing delivery and advisory services along with the brand and customer experience elements.

According to Sumesh Rahavendra, Group Chief Transformation & Digital Officer, Pos Malaysia, the customer experience program is part of the group’s digital roadmap to completely redesign its customer journey.

For Mao Gen Foo, Head of Southeast Asia at Qualtrics, the digital transformation underway across Southeast Asia is an opportunity for businesses and governments across the region to cultivate greater trust, loyalty, and satisfaction among their customers and employees. Foo pointed out that poor customer experiences are costing businesses across Malaysia up to US$ 35 billion annually.

“In these new environments, organizations like Pos Malaysia are well placed to succeed by regularly tapping into in-depth insights that help them deliver personalized, and seamless customer experiences at scale,” said Mao Gen Foo, Head of Southeast Asia at Qualtrics.

Apart from improving its customer experience, Pos Malaysia also recently inked a memorandum of agreement with Saito University College to accelerate the logistic industry and create more professionals in the sector through integrated learning opportunities.

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