Throughline | Case Studies

For over 240 years, the U.S. Postal Service has upheld its mission to bind the nation.

As customer and employee expectations and technology continue to evolve, USPS understood the need to continue to innovate within the digital space in order to remain the trusted delivery company of choice. At the same time, a focus on customer experience (CX) was becoming the industry standard and a key differentiator among organizations.

INTENT

To further their journey of modernizing customer channels and touch points, USPS engaged Throughline to envision a shared vision for the future of the customer experience based on customer sentiment, data and USPS’ plans for the future.

Throughline worked with USPS’ Chief Customer and Marketing Office (CCMO) and the Customer and Market Insights team to better understand, map, identify, and transform areas of opportunity to deliver a better experience and overall service across the enterprise. We incorporated the vast information gathered into numerous customer journey maps and created over 35 key customer touch points to modernize USPS’ customer channels and interactions.

The CX Vision Video, affectionally referred to as the “Grandma Video,” incorporates the 35 touch points and is a result of in-depth research. Through a memorable narrative, the video depicts USPS innovations and envisions how service attributes—being seamless, friendly, and frictionless—show up for customers in the digital world.

IMPACT

This CX Vision Video has received national attention within the USPS and the key stakeholder community as a forward-leaning vision of the customer experience that USPS is aiming to provide. The video has been used to inform, excite, and grow a collaborative spirit among USPS leadership about the kinds of customer experiences that exist, will soon exist, and may one day exist. It is a favorite tool of the former Postmaster General and the USPS Executive Leadership Team.