Poste Italiane s.p.a. as as part of the Gruppo Poste Italiane offers postal services along with integrated communication, postal savings products, logistics and financial services throughout Italy. While more and more services are getting digitalised, a CRM strategy and a tangible roadmap should be developed to assist the transformation of the PosteItaliane from a traditional mail and mobile services operator to a digital one-stop-shop solutions online provider.
Research & Analysis of the Poste Italiane company and its existing PosteMobile strategy were conducted. Problems and opportunities were revealed towards the definition of a new strategy and development of a concept and its implementation plans.
Research --> Analysis --> Insights
The Service Blueprint illustrates a gap (highlighted in yellow area) in the process of transforming current PosteMobile to PostePay users. Re-evaluating customers’ and organisation’s expectations has been essential to close this gap.
Defining the strategic goals of the Poste Italiane and its potential early adopters of the new service offerings, was essential in order to develop a new CRM strategy and assist the smooth digital transformation of the Italian mail/ mobile operator.
Poste Italiane applied till now an inside>out strategy. Despite the fact that the Italian post/mobile provider aimed to digitalise its services and provide online accomplishment of its customers transactions, they did not assured in first place the internet access for everyone. Also, they did not redesign the touchpoints used by their target customers to allow easy reach and seamless interaction (e.g. problems with Sales and Service of PM Sim Card, Expensive/Smart phone devices, Physical stores for the execution of tasks provided through digital services). Poste Italiane has to implement the digital transformation thinking outside > in as customers experience and not the opposite.
The new strategy plan for Poste Italiane is focusing on customer retention and loyalty through the provision of personalised experiences, to facilitate the cross-up selling of the PostePay service offerings.
To develop a CRM digital strategy, it is essential to understand in depth the users of the system, meaning the customers as well as the employees of PosteItaliane. Utilising capabilities of the existing CRM system and other sources (market competition, social media, reviews), we were able to identify what the current customers of PostItaliane need. Also, we identified which employees should assist customers to satisfy these needs. Upon this, we developed a use-case scenario based on the newly introduced Freestyle monthly plans and the PostePoints rewarding system.
After developing the new strategy for Poste Italiane, we created a marketing campaign plan. Moreover, we identified the capabilities and entities involved in the different processes and mapped their relationships.
The proposed marketing strategy focuses on cross & up selling and targets young and tech savvy individuals that already use the poste mobile services. The suggested plan & tools for gathering insights will allow Poste Italiane have a better understanding of its customers’ preferences and identify behavioural patterns that will assist the Italian provider increase its customer base.
Significant part of the CRM strategy, is the development of order creation maps (see SALES example) to assist understanding of the different tasks to be performed.
Identification of entities and map of the relationships created in between them helped to share business responsibilities.
To drive implementation, we prioritised opportunities based on the customer-business value & related these to a set of KPIs.
Lessons learned
Developing a project in collaboration with an industrial partner such as Deloitte Digital was a fruitful experience. 'Learning by doing' in an educational context, turns to 'learn in practice' by developing services with measurable value for both businesses and their customers.
Digital transformation takes time and a systemic approach is needed in all levels - inside and outside of the organisations. Inside-out strategy cannot be the only solution, especially in big and rigid organisations that provide B2C services.
My role
I took part in all the stages of the research, analysis and development of the new digital strategy for Poste Italiane. More specifically, I conducted secondary online research about Poste Italiane products, digital channels and their overall online presence to identify their existing strategy as well as reveal their customers needs and issues they confront. Along with another collegue we co-developed the Strategy TO-BE and upon setting our strategic goals, I proposed the Freelance & share-and-earn concept to satisfy these goals. I also developed the business part, related to the collection of information and map of the order of processes & E-R diagrams and suggested specific KPIs to measure performance.
My deliveries
Vision
Findings - Issues
Strategy to-be
Service offerings
Freestyle concept- how it works
Marketing campaign structure
Map & report of business entities - capabilities
Order creation diagram
E-R diagram
KPIs