Using system data to connect with end customers
In order to connect its parcel handling processes with its end customers, Radošević says, Croatian Post worked on enabling its systems to create micro transactions with its customers. In other words, where, when and how their parcels would be delivered could be changed at any time.
Croatian Post had learned that creating small communication opportunities, such as mobile text messages, actually provides a very limited window for customer flexibility which can end up being incredibly frustrating for the customer.
“We saw an opportunity to make parcel delivery modifications ‘on the fly’. Creating more junctions within the process created greater windows in which customers could upgrade their shipments, at a small cost. But these junctions had to be communication points (where data is being used, such as scanning equipment) that are also capable of communicating with our handlers who could then redirect the parcel’s course.”
By providing customers with transparency and more communication opportunities through digitalisation, Croatian Post is now able to provide an improved quality of service and has created the chance to make revenue. And the costs to digitalise, Radošević assures, are offset by ensuring the data is taking care of quality service.