selling panels internally - australia post
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Selling panels internally
“How to get your key internal
stakeholders to buy into and
share the vision”
Paul Fanthorpe
Head of Insights
Australia Post
June 2012
Explaining the context of the Australia Post transformation
landscape & impacts on the Insights group
Why Small Medium Businesses (SMBs) are the future of
Australia Post
How to approach stakeholders with the idea
The “what’s in it for me” that encourages participation
During the development stages – keep the eye on the end goal
Agenda – some background on why we’re launching the
Australia Post Business Forum
What Australian’s think of Australia Post
3
Australia Post is two years into the largest change programme
in our 200 year history
Restore our
Letters business to
profitability:
• Reduce costs
• Restore pricing
• Develop new product
Grow our Parcels
business especially
with online retailers:
• Increase marketshare
• Drive volume
• Align our businesses
Grow our position as
one of Australia’s most
trusted service
providers:
• Develop new services
• Adapt our store
formats
• Build a digital
channel
1 2 3
4
We welcome competition
Commercial culture & ROI
Everything is up for change
Centrally controlled Insights
Ask (Customer focus)
Where we are moving to
As a result of the transformation programme the role of the
Insights group has shifted dramatically
The requirements for Insights has changed dramatically necessitating
a dramatic rethink of the way we work
5
Government culture
Monopoly
Very little change
Decentralised Insights
function
Tell (us focus)
Where we’ve come from
SM
B
Australia Post has a relatively small account base, most of
whom are unmanaged & about whom we know very little...
Enterprise
Large
Account
Mid Market
Face to Face
Mid Market - Telephone
Account Managed
SMB unmanaged
Number of Customer
Accounts
95
1,069
3,755
6,618
86,639
6
...in addition there are a much larger group of customers who
we know nothing about.
Non - Account
SMB / SOHO
530,000
1 – 4 employees
SMB
228,000
5 – 19 employees
Enterprise
95
Large Account 1,069
SMB 97,000
Account
?
Our future “best” customers are today’s
unknown customers!
7
Moved us from mainly “bespoke” projects to “on-going” programs
of work
Need to create an “infrastructure” of solutions to cover our
various segments – Consumer, Enterprise & SMB
Recognition that different initiatives require different levels of
Insights – not all projects warrant more than a simple “sniff” test
How the transformation of Australia Post has changed our
Insights philosophy
8
To creating a higher level engagement with our customers we
started with the “easy”
9
On-going focus groups weekly with a representative
coverage of all Australians
Co
nsu
me
r
Quarterly quantitative measurement Usage & Attitudes
of a representative coverage of all Australians
Bu
sin
ess
En
te
rp
r
ise
S
MB
On-going Enterprise engagement program
Australia Post Business Forum
Difficulty
Low
Lowest
High
Medium
How to “prepare” to approach stakeholders
10
Create a culture of value for money. This
will add credibility to the proposal.
Don’t call it a “panel”. You might lose
some of your stakeholders.
Find stakeholders that “get it”.
They’ll act as advocates and help
take detractors over the line.
The “what’s-in-it-for me” selling message to stakeholders
11
During the “development” stages – keep your eye on the end
goal
12
Get your launch projects lined up with
the more junior stakeholders. Then
cascade out to the more senior ones.
Get the Brand team involved early –
they’ll help with the positioning and
create the “touchy-feeling” stuff.
But ultimately, draw a line in the sand on
ownership – especially with Marketing.
This is an enterprise wide initiative.