Rethinking advice: personal, digital and surprising
Swiss Post is bringing personal advice by video to branches – and to smartphones. Here’s an insight into an advice format that’s rethinking proximity.
Swiss PostReading Time 3 minutes
Customer feedback: 9 out of 10 stars
“I thought at first it would be a bot,” says Swiss Post customer Peter Moser*, but was pleasantly surprised when he chose to get advice by video call rather than conventionally at the counter in his Swiss Post branch. A Swiss Post advisor appeared on the screen and handled Mr Moser’s query. “It was a real person, an advisor as you would see at the counter – just on a video.”
Customer feedback: 9 out of 10 stars
Swiss Post has been testing personal video consultation at selected branches for over a year. Customers are connected via a screen to an advisor at a different location such as another branch, in the Contact Center or working from home.
Customers can use a video call to deal with various things like dropping off a parcel or registered letter, having mail retained while on holiday or ordering a criminal records extract for an application and printing it out directly at the video counter. Pay, print, send: all in one place, quickly and easily. If required, Swiss Post employees in the branch can help them get started. The video conversation is live and personal, and is held either in a separate room or at a video counter.
The format is much appreciated, with customers giving it 9 out of 10 stars. “Very modern, simple and fast,” says satisfied customer Marc Froidevaux* about his experience. Angela da Silva*, another customer, adds: “I often feel stressed at the regular counter if I have something that takes longer to resolve. I don’t want to hold up the customers waiting behind me. It’s much nicer by video, as if the person is there just for you.”
The branch as an innovation lab
The aim is to supplement traditional advice at the counter with digital options. Customer habits and needs are evolving, so Swiss Post is also changing. Video consultation is just one solution currently being put through its paces. What do customers want? And what works best? Swiss Post branches have become labs where customers can submit their feedback every time they get advice via video. “I think the video idea is really good,” says customer Sarah Gerber*, with a laugh. “Why are we only getting it now?”
The range of services is continually being expanded. Customers can now start a video consultation via QR code on their own smartphones. The free service has been available at 20 My Post 24 locations since autumn 2025. It makes support even more flexible and spontaneous – such as if a counter is closed during the lunch break.
Swiss Post is using these kinds of technologies to modernize its branch network. Offering new formats and investing in its employees means it can evolve in line with changing customer requirements. Despite new technologies, the human touch remains important. Video doesn’t replace people – it just bridges the distance between them. After a video consultation, Swiss Post customer Alexandra Bianchi* says: “It’s important to me that I talk to a real person, even if it’s via video.”
* Customer statements are based on feedback from surveys conducted after consultations. Names have been changed.
Truly personalized: new advice services
Swiss Post sees its branches as regional service centers. Since September 2025, customers have also been able to get legal advice via video from Swiss Post’s partner Dextra Rechtsschutz AG as part of a market trial. Here, they talk directly to one of the insurer’s legal advisors. This allows companies like Dextra to provide in-branch consultations without having to develop their own technical solutions. And customers benefit from new advice options. The service is currently available in three branches in the Bern and Basel areas.
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