Pos Malaysia aims for cultural transformation to regain customer trust

KUALA LUMPUR: Pos Malaysia Bhd aims to focus on cultural transformation throughout this year with a complete refresh on the value, purpose, guidance principal and customer promise, said its group chief executive officer Charles Brewer.

He said the transformation is crucial to become the leading logistics provider in Malaysia and regain the trust of customers in Pos Malaysia and its brand.

"It is very obvious that people do love the brand but are pretty unsure of the service. That sort of trust has been considerably damaged and we are working on fixing it now,” he said during a digital business webinar organised by DRB-Hicom University today.

As such, he said, the postal delivery service provider is looking into restructuring the customer journey based on the reviewed experiences, while transforming the operation through digitalisation and automation for a better future of the company.

Brewer, who was appointed to helm Pos Malaysia effective Aug 1, 2021, said the change is in line with its transformation plan that has three stages, namely Back to Black (involving fixing the basics), Transform the Core, and Pos 2.0.

"We are in our second stage now that comes in three pillars -- highly motivated, engaged and safe employees; delivering great service and delighting the customers; as well as delivering profit,” he explained.

Brewer added that Pos Malaysia gained over 122 million impressions through its marketing efforts over the last three months, a significant improvement in strengthening its brand presence across the country.

Pos Malaysia incurred an unaudited net loss of RM335.73 million for the financial year ended Dec 31, 2021, compared with a net loss of RM308.02 million in the preceding year, while its revenue declined to RM2.19 billion from RM2.33 billion previously.

At lunch break, Pos Malaysia’s share slipped one sen to 62 sen with 29,700 shares changing hands. - Bernama