Innovation Award

Luxembourg

“C-First” CX Initiative

POST Luxembourg is the country’s leading operator of postal and telecommunications services, offering its services to residential and business customers. Other activities include postal financial services and philately. With more than 4,700 employees working for the company and its subsidiaries, the POST Luxembourg Group is Luxembourg’s third-largest employer.

POST Luxembourg embarked by mid-2021 on a transformative customer experience initiative focused on revolutionizing its complaint handling process. This initiative, known as “C-First” for “Customer First,” sought to align the complaint resolution process with the company’s strategic emphasis on exceptional service, moving away from a transactional to a more relational and empathetic approach.

Prior to 2021, POST Luxembourg’s approach to handling complaints was inconsistent with its customer experience strategy. The process often led to customer frustration, repeated reopening of supposedly resolved complaints, and a lack of unified service across its three business lines (telecom, postal, and banking). This disjointed approach undermined the company’s goal of being perceived as a single, customer-centric brand.

ExCom therefore decided to launch a Customer Experience Initiative to improve and harmonise the handling of complaints across the 3 business units (telecom, postal, and banking).

After an analysis phase, a “Bootcamp” proposed radical changes in the process. With the biggest aim to provide peace of mind and a strong and lasting emotional link with the customer. Main changes were: calling instead of sending emails, treating the emotion before the facts, a single contact person, a new compensation policy and closing the claim when the customer says it.

We experimented with this new approach in “start-up” mode on 655 complaints over a 16-week period.