Improving the 'Missing Parcel' Digital Experience for Australia Post

Client: Australia Post Challenge: Low CSAT and poor user experience in the ‘Missing parcel’ digital process

Problem Overview:

Australia Post experienced high volumes of customer contacts year after year related to missing parcels, which significantly impacted customer satisfaction (CSAT). The core issue stemmed from a mismatch between customer perception and business resolution processes. Many customers believed their parcel was "missing" when in fact it was just delayed. However, the existing digital flow immediately directed customers to enter a tracking number, which frustrated those who wanted to open a case rather than track a delayed item, resulting in high abandonment rates.

Additionally, confusing delivery status codes generated by the API caused further frustration and miscommunication, making it difficult for customers to understand the true status of their parcels.

Solution:

I partnered with Australia Post to completely redesign and rewrite the 'Missing parcel' flow. Key changes included:

• Acknowledging customer perceptions: We recognised that customers often perceive their parcel as “missing,” even if it’s delayed. We reframed the messaging to align with their concerns while clearly roadmapping the steps needed to resolve the issue, such as entering the tracking number.

• Clarifying delivery status: I worked backwards from the API-generated status codes to create customer-friendly descriptions for each delivery stage. These descriptions provided clear, meaningful information that set realistic expectations and educated customers about when they could expect their parcel.

Results:

• 25% reduction in abandonment of the ‘Missing parcel’ process

• 15% uplift in post-conversation CSAT, reflecting improved customer satisfaction

• 30% improvement in bot containment, reducing the need for human agent intervention and driving down the cost to serve.
  

These improvements not only enhanced the overall customer experience but also saved Australia Post valuable resources by reducing operational costs.

This case study highlights the positive impact of reworking digital experiences to better align customer perception with business processes.