The UPS Store’s CX Secret: Serve Two Customers, Not One
Summary
The UPS Store focuses on two distinct but connected customers: franchisees and end customers. Their CX approach recognises that a great customer experience cannot exceed the franchisee experience, so franchisee enablement is central. They lean into “phygital” journeys (online start, in-store finish) for returns and microbusiness services, and use a simple operational mantra — listen, align, act — to turn feedback into fast, store-level changes. Recovery moments, like the pack-and-ship guarantee, are treated as loyalty-building opportunities. Cultural rules such as a high “say-to-do” ratio and investments in better tech, tighter UPS alignment and near real-time tracking (RFID) are the next steps to lift trust and transparency.
The summary is based on an interview with Sean O’Neal, Vice President of Retail Operations at The UPS Store, conducted by Dom Nicastro of CMSWire.
Key Points
- The UPS Store treats franchisees and end customers as core customers — franchisee experience limits customer experience.
- Phygital (omnichannel) journeys make returns and small-business services seamless — e.g., Amazon Consolidated Returns.
- Feedback systems include double-blind competitive NPS, call verbatims and focus groups; insights feed quarterly store training and fast fixes.
- Rapid, transparent recovery (pack-and-ship guarantees, upgraded claims portals) converts problems into loyalty.
- Culture drives CX: a high “say-to-do” ratio enforces promises to customers, franchisees and teams.
- Future focus: modernised platforms for franchisees, tighter UPS/Store alignment, and RFID for near real-time parcel visibility.
Context and Relevance
Why this matters: omnichannel retail and return logistics are major pain points for both consumers and small businesses. The UPS Store’s model — empowering franchisees, standardising recovery and using fast feedback loops — is a practical playbook for any franchised or multi-location retailer aiming to improve retention, boost SME revenues and reduce friction in returns. Its investment priorities (tech modernisation, integration and tracking) align with wider industry trends around transparency, real-time data and customer trust.
Why should I read this?
Short answer: if you care about practical CX fixes that actually reach the shop floor, this is worth five minutes. It’s full of hands-on tactics (not just theory) — from using double-blind NPS to quick store-level training loops and guarantees that turn mistakes into loyalty. We’ve read it so you don’t have to sift through the whole transcript — but do read the detail if you run retail, franchise ops or SME services.
Author
Punchy: This interview delivers a pragmatic CX playbook — lean, operational and rooted in real store practice. Read the detail if you want actionable examples of how to move from feedback to fixes at scale.