Customer value performance indicators

PostNL Customer indicators
2015 - 2019

Year ended at 31 December






Key performance indicators


Share of highly satisfied customers

not reported





Share of satisfied customers






Share of e-commerce related revenues

not reported





Delivery quality Mail in the Netherlands (preliminary)







Other performance indicators


Reputation score (on a 0 -100 scale)






ISO 9001 certification (percentage of total FTE working in certified sites)






Customer satisfaction and reputation

Customer satisfaction

We measure customer satisfaction twice a year through an online survey performed by an independent external research company. In 2019, we invited more than 70,000 customers, both business customers and consumers, to participate (2018: 69,000) and our response rate increased to 9%. International customers are not included. In our survey, we ask our customers about their opinion on various elements of our business. This includes but is not limited to the timeliness and quality of our delivery, our communication, the quality of our service and help desks.

Where traditionally customers would only use mail or parcel services, the rise of omnichannel means that today’s customers use a range of products and services across the entire company. During their customer journey, customers interact with us through multiple channels and often switch between channels. For example, when receiving a parcel it is not uncommon for customers to use a combination of our website, the PostNL app and our retail locations. This is why we are focusing on creating a unique and personalised customer experience that provides them with a uniform and consistent experience, no matter how, where or when they interact with us. More information about our developments and actions in relation to customer satisfaction is explained in the chapter 'Customer value'.

Reputation score

In addition to customer satisfaction, we also monitor our corporate reputation. The independent Reputation Institute calculates the RepTrak pulse score for our Dutch operations, based on a representative sample of respondents from Dutch society. The score is determined based on opinions of different stakeholders, including customers and employees. After increasing over four consecutive years, we noted a slight decrease of our reputation score over the last two years. This is mainly influenced by the drop in customer satisfaction and some difficulties in always delivering what customers demand, especially in the first two quarters of 2019. With specific focus on customers and employees in our strategy, we aim to strengthen our brand and our reputation going forward and saw good progress over the last half of 2019.

Share of e-commerce related revenue

We measure the share of e-commerce related revenues from our total revenues to evaluate our progress on our transformation to become the logistics and postal solutions provider in the Benelux. We use the revenues from contracts with customers at Parcels as nominator in our calculation. This is a simplified method to calculate our progress, which gives a conservative score on our performance as some of our mail services are also related to e-commerce. Excluding these revenues in this metric, does not influence the overall view on our progress. We also use different qualitative factors to evaluate the progress. More information about the developments in relation to our progress can be found in the chapter 'Customer value'.

Delivery quality Mail in the Netherlands

Under the USO, PostNL delivers mail posted in letterboxes across the country five days a week. For funeral mail this is six days a week. The USO prescribes that 95% of this mail needs to be delivered by the next day. In 2019, we did not reach this 95% delivery target for the full year. We experienced challenges in our mail delivery quality, mostly due to integrating part of the Sandd volumes in our own network in the last quarter. Also, the tight labour market made it challenging to find enough qualified mail deliverers in certain areas in the Netherlands. More information is provided in the chapter 'Customer value'.