A Letter to the Post Office
Dear USPS,
I saw your new commercial, and I think it is dumb. I appreciate your sentiments around face-to-face delivery and applaud the effort to reposition yourself in the first place. But, come on. Is this the stance you are taking? To paraphrase: That email is too unreliable, and printed documents provide more security. That businesses run on the postal service. My grandparents may agree with this thinking, but they are wrong. And so are you. Why are you trying to market to them anyway?
On behalf of my wife and my friend Philip – two of your biggest fans – I am going to shoot you straight. I like the idea of our relationship, but it has lost its magic. Every time I come over, you end up making me feel like an idiot. I leave swearing, and swearing I will never come back. But you are you, and I want so badly for this to work.
May I suggest a few things before you end up out of a job and homeless? For starters, look up the term "customer experience." Hire some folks that will understand my expectations when I come in the door. Give them a rally cry to motivate their workflow. Just because you're one of the only government agencies that is explicitly authorized in the constitution doesn't mean I cannot take my dealings elsewhere, thank goodness. (Kind of the big issue here).
Which brings me to my last two pieces of advice. FedEx and UPS are not going away. You have to find a means to differentiate from them. I think you have a good start with the mail carriers and their zeal. All that "neither snow, nor rain, nor heat, nor gloom of night stays these couriers from the swift completion of their appointed rounds" stuff really gets me excited. I know my mailman's name. He is at my house at the same time everyday. That's more than I can say for the other companies.
And lastly, but all encompassing, consider design as the way to reinvigorate your brand. This includes the suggestions listed above as well as solving logistics problems, identifying outlying opportunities, and executing a visual identity. I have seen not 1, not 2, but 3 theoretical rebrands aimed at you over the past three years, and I haven't even been looking. You need to organize all your offerings and communicate them to me in a way that makes sense. While you're at it, you could redo your signage program. I promise the investment you make in designing yourself will return more than you can imagine.
all the best in the future,
jason.
11 Comments
"I couldn't agree more. I had an awesome relationship with my postman growing up, and I think that's a huge asset. Great post!"
- Scott Fuller
"Dear USPS,
I LOVE getting mail. Whenever I come home to an empty mailbox I feel as though no one loves me, even though I have three different emails with full inboxes. I know others who feel the same. Think about the things you need to focus on."
- Alana
"Maybe this "new" marketing focus can explain the Stamps(dot)com mailer - with installation CD included - that I received in the mail yesterday. Wow."
- Jeffrey
"Jason,
Great post. While its heavily emotional and person, its still very objective, great penmanship. However, you may have to hand deliver this message.
With Bloomberg fronting NY and Zappos founder Tony Hsieh championing Vegas with a new Austin-TX community approach of a TND (traditional neighborhood development) project, perhaps its time the USPS be championed by a brand-savvy, business person that understands the importance of customer experiences.
Great personalities welcome learning and great experiences. Without this hiring perspective, you can't teach the old dog new tricks."
- Stæven
"Bravo! Well written and chuck full of truth. Those new commercials are certainly a poor take on their current market."
- jordan
"I couldn't agree more. My local post office has the look and feel of a dollar store with whatever crap they can up charge and sell there at the door to greet you."
- Todd
"I think that the majority of businesses have forgotten what Customer Service is. You call you get an automated voice recording and have to spend 10-15 minutes before you can actually communicate with a real live person. Emails may serve a purpose but lack the same personality a written letter or card has. You go into a department store and most sales clerks almost make you feel as though it is an inconvience for them to help you. People seldom smile and say thank you. Most people could not tell you the name of their postal delivery person, insurance agent, etc the list goes on. We have lost the human touch element in this society we are afraid to pay complements because someone may misunderstand them we are so conscience of trying to always be P.C. that we have sacrificed our human kindness and sincerity on the altar of political correctness and timidity, we allow the minority to speak for the majority etc etc etc No up close and personal Customer Service should be the battle cry not only for the Postal Service but for all who desire to excel in business."
- Bob
"Nice comments.
Most people have no idea of what we have to endure working for the USPS. As a carrier, I can face the worst customer and then be as friendly and nice to the very next one. No excuse for bad customer service on the street or over the counter.
The Fedex/UPS thing scares us not. You do realise we (USPS) deliver MANY parcels for the "other" two? It does keep you away from our counter, which I wouldn't blame you, but the people who think they are hurting us by using "them" are mistaken.
I'm glad you like your carrier. Most of us try to do a good job, but there are a few who only view this as just a job and do the minimum it takes."
- Mr. Whopaloski
"You hit the nail on the head.
1. Positioning snail mail against email is stupid. One is super in-efficient time-wise and the other's the only way to get a package from point A to point B. I can't email a pair of jeans to Michigan. Bam! Positioning accomplished.
2. I started a facebook + media blitz to keep my little in-building post office open. It took me over 1/2 hour just to find the phone number of the main post office in my town. Suddenly I realized I was fighting a losing battle. My neighbor's a mail carrier. She spends her days off trying to get people to sign a petition to save Saturday mail service. Every time I'm at the post office, there's maybe two people working. Recently, the guy helping me just turned and went into the back. No explanation + he never returned. Ever. The post office doesn't even care if the post office is open."
- Chrissy
"It's too bad no postal enity will see this. After having THREE bill payments "lost" in less than TWO months, I've lost confidence in my local post office. That's sad becuse my husband works there, and hand carried our THREE pieces of LOST mail in....."
- - Mary
"I agree with you, Jason. But unlike UPS and Fedex, USPS has to deal with providing a service that is accessible. This means having locations all over the country, and keeping costs down. Forty-five cents to mail a letter anywhere. Sending parcels through USPS is almost always cheaper than the other guys. I think the first step in fixing the post office is to raise prices."
- Alvin Diec