Tech and tradition

Williamson: Innovation ‘starting to pay off’ for Postal Service

The Postal Service is continuing to innovate in an effort to make mail more valuable, CHRO Jeff Williamson told theWisconsin State Journal in a recent interview.

“We’re blending what we’ve always done well, which is the delivery of mail and packages, with what technology is really affording us to do to land customers,” Williamson said.

Direct mailpieces are using QR codes to draw customers to a website, increasing online shopping and demand for package shipments.

The Postal Service’s packaging service business added 210 million more packages in 2013, increasing revenues in that area by 8 percent to $12.5 billion.

“What we’re seeing is the value of mail combined with digital technology is really making an impact on businesses and marketers,” Williamson said.

The Postal Service is also using technology to improve the customer experience with improvements like text message tracking updates.

“We’re really starting to see many of these technology enhancements and innovations starting to pay off,” he said.