The human touch in a digital world

The human touch in a digital world

Digital has become a part of everyone’s life and often we find that it can be our online presence on social media platforms that becomes an extension of how the world sees us offline. The same can be said for a business; what customers see online can be part of their overall perception of the business. Interactions on social media, including on Facebook, Twitter and LinkedIn give life to the Post Office brand through one to one and direct conversations and posts.

You may ask, what do these conversations mean to the wider Post Office business and how we work with customers? Our social media presence and activity can be a great source of insight for anyone curious to know what customers are saying about the Post Office and how we are responding to them – you can see all tweets related to Post Office here. The social media team in Chesterfield use the human touch of everyday conversations that take place in branch as a guideline for their responses reminding the world that we are ‘a people business’. Similarly, their online interactions can offer a glimpse of the spirit that prevails in those conversations and how customers respond. 

An example of an online conversation we started with our customers was the ‘Going anywhere nice this Summer?’ conversation starter which engaged with more than 200 people who replied, feeding in product, service or PR research into our replies. Here is an example of one engaged customer, https:/twitter.com/conormufc4/statuses/881596702398050308

Other interactions, like the one on the right from last week, demonstrate how Post Office has used humour to counteract a potentially negative customer experience in branch that became a tweet…