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Company: Canada Post Corporation, Ottawa, Ontario, Canada
Company Description: With a 125-year history of serving Canadian consumers and businesses, Canada Post is the country’s leading delivery organization, serving 32 million consumers through 6,700 post offices across the country. Every day, we deliver 40 million messages to over 14 million addresses – a number that increases by 240,000 every year.
Nomination Category: Customer Service Categories
Nomination Sub Category: Best Customer Service Department/Organization
Nomination Title: Canada Post’s Customer Value Management Program
1. Tell the story about what this nominated organization/department achieved (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Canada Post (CP) has traditionally and successfully operated in an environment
with very little competition; however, with emerging communication technologies
and multinational courier companies, the world has become much smaller and
competition for business more fierce. Although high-standards of “customer
satisfaction” had been achieved, satisfaction is simply an understanding of a
customer’s opinion of what is provided to them, not necessarily what they need
to be truly delighted - resulting in satisfied customers but at-risk market
share.
A Customer Satisfaction program was entrenched in CP culture, yet did not have
the accuracy to effectively tie the measurement of improvements to customer
delight. Furthermore, CP needed a program to evaluate our performance relative
to competitive offerings. The answer was Customer Value Management (CVM) - a
corporate-wide quality improvement program.
CVM was implemented as the official corporate methodology for understanding the
customer experience at CP, replacing the Customer Satisfaction program in 2006
and officially rolled out to three areas of CP business (Direct Marketing,
Parcels, and Transaction Mail) in 2007. It provides an understanding of the
drivers of customer loyalty in the marketplace and what customers value in a
particular market for a product and using this understanding to gain
profitability and market share. It is a strategic tool for business management
that identifies drivers of loyalty in customer relationships, and measures
value perceptions and performance.
Surveys are conducted with customers to evaluate the total CP customer
experience. They are designed to gather customer feedback on the total customer
experience such as product offering, delivery, price competitiveness, service
culture, company reputation and image, and the performance of all Canada Post
touchpoints. The surveys also ask questions about CP’s competitors. Information
collected from this research is used to identify key root causes of at-risk
customers to improve relationships and provides insight into the needs and
values of customers – aiding in the development of products and services which
will delight and retain them as a customer.
The implementation of CVM has had the following impact:
* Significant improvements to customer service, with customer’s
perception of CP’s value increasing by 5% and the likelihood to recommend CP
increasing by 3%
* Revenue growth
* Placing customer metrics on employee’s performance scorecard and tying
25% of the rewards structure for 70,000 employees directly to a Customer Value
Index (CVI), focusing their attention on the importance of customers
* Approximately 15,000 customers and prospects interviewed over the past
two years
* Yearly quality assessments of CP products and services relative to the
competition
* The CVM team has been requested to share experiences and consult on the
implementation of CVM worldwide, presenting at numerous international
conferences
* The CVM team is a 2007 World Mail Award winner in the Customer Service
category
* The CVM team is a 2007 1to1 Impact Award (sponsored by Peppers &
Rogers) winner in the Organizational Transformation category
* Janet LeBlanc, director of the CVM program, is a proud 2008 1to1
Customer Champion, recognized for her dedication to improving the customer
experience
2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
World Mail Award
http://www.mailawards.com/Awards/winners_2007.htm
1to1 Impact Award Win
http://www.1to1media.com/view.aspx?ItemID=531
About Janet LeBlanc, Director, Customer Value Management
http://customervaluenetwork.com/portal/?page_id=2
3. Provide a brief (up to 100 words) biography about the leader(s) of this nominated organization/department:
Janet LeBlanc, director of Canada Post’s Customer Value Management team, is
internationally recognized for implementing CVM and loyalty metrics to drive
transformational change in large corporations. She is currently leading the
customer value transformation at Canada Post, where she is rapidly moving the
company closer to its goal of becoming a customer–centric organization. Janet
is an accomplished speaker and has presented as a subject-matter expert to
major corporations in the UK, Canada, the United States, Spain, Argentina,
Mexico and Austria. Janet is a published author and former adjunct Professor of
Marketing at the University of Ottawa.
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