The Role of Communication Strategies in Change Management ...

Somboon Kulvisaechana
The Post Office has expanded its service ranges and penetrated the overseas market with an
approach of strategic alliances and takeovers, such as joint ventures and mergers and
acquisitions. And this notion is consistent with the below explanation.
“We are getting into logistics, call center operations, and supply chain management
services. Moreover, we broaden our present business to a global stage through
mergers and acquisitions so as to build up the connection networks in Europe, North
America and Asia.”
- Senior Manager A
Third, through a collaboration of the two authorized bodies, The Post Office attempts to
unlock itself from the rigidity of the bureaucratic governance and is entitled to a new business
status, so-called a public limited company (plc), for more commercial freedom. It is operated
under a licensed regime and monitored by a regulator for the postal service industry in the
UK. Meaning that, the Government can terminate its license if it actually fails to meet the
standard level of customer satisfaction.
Finally, technological substitutes, such as e-mails and mobile text services, have a great
impact on the traditional postal business. Thus, a new array of products and services with
technological exploitation, such as electronic logistics and warehousing, tends to be a
strategic solution to the problem. With a substantial expansion of businesses, some internal
issues for change have been brought up for discussion.
Internal Factors
There has been much confusion between the name of the company “The Post Office” and its
consumer brand name “Post Office” used for the postal shops. As such, there is a gap in
terms of branding, which has been realized for a certain period of time.
“Some of our customers cannot really differentiate The Post Office from Post Office
(Counters). For example, if I say that I work for The Post Office, other people may
think that I work as a postal officer behind the counter at the post office. There is no
clarity at all. And that is one of the big internal issues in association with external
pressures behind rebranding.”
- Senior Manager A
36