Recently, I had the opportunity to correspond with Jordan Colletta, Vice President, Customer Technology Marketing at UPS. Colletta is responsible for the marketing activities of e-Commerce solutions. Under Colletta’s guidance, UPS is delivering new solutions through the development of Internet-based technologies, applications and wireless access. He has the responsibility for UPS shipping systems, information solutions and the family of UPS.com Web sites, including content, functionality and language for more than 100 individual country sites. What I wanted to find out is how this company manages to deliver lots and lots of packages by people who seem truly happy to be handing them over. Here’s part one of our interview.
Q: Most of us deal with UPS when the guy (I have never had a female UPS employee deliver a package) in the brown uniform hops off his truck, hurriedly makes his way to the door of a home or office and then drops a box or says, “Here you go,” or “sign here,” or whatever. Are they all naturally that friendly and seemingly men and women (I’m assuming it’s just chance that I haven’t met a female delivery driver) on a mission or are they trained to be that way? How do you train someone in friendliness?
A: UPS’s brown-clad drivers are like our secret weapon. Drivers are the primary point of contact for 7.9 million daily customers — many of whom say their driver is a big reason they ship with UPS. UPS drivers consistently outscore their competitors in bi-annual customer satisfaction surveys conducted for UPS, in everything from “being responsive to your needs” to “being genuinely concerned when you have a problem.” But they may be best known for the strong relationships they develop with customers. Typical customer comments from the survey include things like “He is my kids’ little league coach,” or “she and her family are invited to our company picnics,” or “we invited him to our daughter’s wedding.”
Perhaps this is due, in part, to the fact that our drivers are well-trained and well-compensated, and a job as a UPS driver is considered a career. The competition for these highly prized jobs is fierce — UPS employees typically work for the company four to 12 years before landing a job as a driver. And once they do, they typically stay with UPS for a long time. In fact, many UPS drivers work the same routes for 20 or 25 years.
By the way, UPS has thousands of female delivery drivers.
Q: I happen to like the new UPS commercials, but what are they really about?
A: The UPS “Whiteboard” advertising campaign is a way to convey, in simple terms, the complexities of UPS’s service offerings to customers.
Over 100 years in business, UPS has evolved from a package delivery company to a tech-savvy provider of sophisticated global supply chain management, technology, and even financial services. The combination of these services helps companies conduct global trade like never before by simplifying their supply chain needs. Still, it can be a challenge to clearly communicate the complexities of UPS’s capabilities and what they mean for the small business owner, or the major international shipper, or the mom sending a care package to her son at college. The UPS Whiteboard advertising campaign boils down the complex nature of UPS’s services so everyone can understand the company’s offerings.