News

Canada Post capturing customer experience data at 40 post offices

August 16, 2011

OpinionLab, provider of voice-of-customer (VOC) listening technologies, has announced an expanded relationship with Canada Post. In addition to collecting feedback from its website through OpinionLab technology, Canada Post will now pilot OpinionLab mobile-feedback tools to gather customer input from 40 retail locations throughout Canada.

By adding quick response (QR) codes to point-of-sale materials, Canada Post will direct customers to comment cards optimized for mobile devices, gaining real-time input from post office visitors before they walk out the door.

"Every brand, across all industries, has one main objective with their customer base: loyalty. And your local post office is no different since, like all businesses, they want their customers to come back over and over again," said Rand Nickerson, CEO of OpinionLab. "The secret to building brand loyalty is actually quite basic: listen. That simple acknowledgement from the brand goes a long way. We're extremely pleased to be helping Canada Post listen to their customers—and we're confident that their customer base will be appreciative of that commitment and act of goodwill."

At each of the 40 post offices, three separate areas will invite customer feedback--a five-foot sign in the line/queue area, an acrylic sign attached to shelves on the wall, and a tear-away pad on the countertop. Each of these point-of-sale devices will ask customers to share feedback about their Canada Post experience and will feature a URL and QR code that lead to mobile-optimized comment cards, allowing customers to use mobile devices to send feedback to Canada Post.

Point-of-sale materials will direct customers to a centralized platform for real-time feedback from mobile devices. Customers select their Canada Post location from a geolocator list and submit ratings and open-text comments through a simple, dynamic comment card. OpinionLab captures and delivers that feedback to the selected location, allowing Canada Post to gather intelligence on customer experiences, assess trends and act swiftly to address issues or opportunities. Canada Post customers can also locate the OpinionLab [+] feedback symbol on the post office's website or mobile site.

"Canada Post is always looking for new and creative ways to interact with our customers—to improve their overall experience and ultimately drive customer loyalty," said Mary Traversy, SVP, Mail at Canada Post. "Through this pilot, we are pleased to offer our customers another means of providing us with feedback, so that we can better meet their needs and optimize their in-store experience."