Post Office trains staff to cross-sell products

The Post Office is to put 18,000 frontline staff through a training programme to make them more customer-focused and proficient at cross-selling its growing portfolio of products.

The 17,000-strong branch network will maximise customer revenues by giving staff in-depth knowledge of the Post Office's expansion into financial and travel-related products. Some 66,000 people work at Post Office Counters.

The initiative will show staff how to explain the benefits of Post Office-branded products, which include commission-free foreign currency exchange and instant travel insurance.

It follows the announcement of a £194m loss for the Post Office last year at a time when the network is under pressure from the government's decision to automate benefit payments. Under plans announced last month by Royal Mail Group chairman Allan Leighton, the Post Office is to offer a broader range of financial products, including unsecured loans and a credit card.

Beginning with personal loans this October, Leighton wants Post Office branches to generate £200m from sales of financial services products within five years.

The diversification is led by the chief executive of the Post Office, former HSBC marketer David Mills, and sales and marketing director Gordon Steele.

It is designed to exploit awareness of, and trust in, the Post Office brand.

It will also include the ongoing segmentation of the branch network to provide different combinations of products and services according to customer needs. Insiders say that may involve the creation of brand symbols to identify the nature of individual branches to consumers.

The overhaul will be backed by an ad campaign next year emphasising the diversity of the offer. It is likely to use frontline staff to promote the branches as customer-focused and accessible outlets for buying essential services.

Separately, commercial marketing chief Simon Carter is undertaking a review of the Post Office's presence in the domestic telephony market.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug