Some Perspective&ellipsis;
I know that it is easy, especially given the U.S. Postal Service's well-documented financial struggles, to write-off any supporters as "old school" or "out of touch with
technology" — things of that nature. So, I thought it would be worthwhile to mention a few things about myself, to provide some perspective on this article.
To start things off, I'm a thirty-two year old marketing director for an ecommerce-based company. My work-life revolves around smartphones, CSS, Photoshop, email blasts, marketing automation, dynamic code installation, social media, and real-time analytics software. Even at home — my smart TV (and much of my household) operates off of a tablet used as a central control device. I also attend Google Hangouts and frequently Skype (yes, that's a verb now) with webmasters from every continent.
Further, I've traveled from coast to coast attending conferences and trade shows which ultimately serve to push the limits of digital technologies and opportunities. I've even used the web, and social media, to build and launch a local flag football league which was later purchased by another company. In other words, I stay on top of the tech world, and consider myself a contributing member. I don't think I could live without instant access to media, GPS (I'm terrible with directions), and the dozens of apps that make my life possible. I've even published an eBook and sold it on Amazon.com. I enjoy technology and embrace it in both my personal and professional endeavors.
Years of Experience with the USPS®&ellipsis;
In just under two years, Taradel (the company I work for) has printed and mailed over twenty million USPS® Every Door Direct Mail® offers for clients spanning the entire United States. We have completed and processed tens of thousands of postal documents, executed direct mail campaigns in all fifty states, worked directly with USPS representatives, call centers, and business solution specialists, and relied on the agency's web presence for additional support as needed. To put this in perspective, we are mailing nearly one million direct mail offers per month, for clients ranging from pizzerias to high-tech medical facilities. We eat, sleep, and breathe direct mail advertising campaigns.
And all things considered, my experience with the USPS® has been phenomenal.
Experiential Takeaways:
• The USPS® reps genuinely care about their customers
• The digital age has only increased the effectiveness of traditional media
• Americans, by in large, enjoy receiving and checking their mail
• The USPS® is embracing self-service products and technologies
• Small business owners get more out of direct mail than w/ digital media
• Every Door Direct Mail® is immensely popular and wildly successful
• The USPS® is making moves to cut costs, improve efficiency, and modernize
Observations on USPS® Service...
Aside from the occasional long lines, a trip to the Post Office® is usually a breeze. Take any package to a retail counter and you'll receive half a dozen postage or shipping options in mere seconds. USPS representatives are generally well-trained, high-functioning subject matter experts, who can answer any and all questions. Sure, there are exceptions — but for one of the largest employers on Earth, with hundreds of thousands of employees, they do a great job. When comparing overall service and employee expertise to those of comparable-sized corporations, they stack up very well. And&ellipsis; if you've ever called a big-box cable company&ellipsis; you know what I'm talking about.
It is also worth noting that the USPS® has online solutions which make it easy to print labels, attach postage, and schedule shipments from home. Only in rare situation is it necessary to travel to a brick and mortar location.
And think about this...
You can mail a domestic first class letter, thousands of miles, for 46 cents. That might be the single best deal on the planet.
Another major improvement to the USPS® experience is the addition of self-service kiosks to most retail locations. The kiosks are so effective that I have noticed people waiting in line to use them — even when the retail counters are walk-in ready. For many, self-service options provide a hassle-free experience which render errands more tolerable. With large-scale promotional efforts built around self-service options, the USPS® appears poised to embrace a new, smaller footprint, and more cost-efficient method of operating in the future.
I've also noticed that across multiple locations (Glen Allen, VA; Richmond, VA; and Midlothian, VA), the USPS® staff, including management personnel, appear to show more initiative and interest in customer satisfaction. This practice is particularly apparent during "rush hours" when retail location foot traffic is heaviest. It's not unusual for staff members to ask customers if they have any brief questions, or quick-response needs, as they wait patiently in line.
For example, customers waiting in-line to simply pick up a package are assisted quickly, while those customers requiring more in-depth attention are directed to the next available representative. I compare this to the age-old grocery store problem. Nobody wants to wait behind the individual with two shopping carts full of groceries — even the express lanes get bogged down. It's nice to see the USPS actively working to improve service from start to finish.
Attention to detail, especially when it comes from busy staff members, makes a positive, lasting impression. While these practices are far from universal across all Post Office locations — there seems to be a trend in the right direction.
While no one can predict the future, I believe that continued modernization, cost-cutting, and business-centric product initiatives (such as EDDM®) will transform the USPS® for the better.
Not bad for an agency that has been "in business" since 1775 (Benjamin Franklin was the first Postmaster General).
The USPS® is doing a lot of things right in the digital age.
Try Every Door Direct Mail or visit USPS.com