Homepage<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t A hard-to-reach target audience becomes more accessible when you can continuously engage with customers.<\/b><\/p> In 200 years, PostNL has grown from a postal delivery service to an all-round logistics provider. To better understand the needs of the often anonymous small business market, PostNL opted for flexible <\/span>community research for logistics<\/b>. This enables the organisation to actively involve customers in improvement processes and better align services with their needs.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t PostNL now does much more than just deliver mail and parcels. The wishes of business and consumer customers are central to this. <\/span><\/p> For the small business market, PostNL wanted to improve communication and continuously map out needs. To achieve this, the organisation sought a flexible way to actively involve these customers. <\/span><\/p> This allowed PostNL to validate improvement processes based on direct customer input.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t The small business market is an important target audience for PostNL, but it is often anonymous at the same time.<\/span><\/p> This made it difficult to establish direct contact and respond effectively to specific needs. PostNL wanted to reduce this distance by actively involving customers in the development of improvement processes. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t PostNL opted for a continuous online research community with an ‘on\/off’ setup.<\/span><\/p> The flexible platform makes it possible to quickly and specifically gather feedback when internal agile teams need it.<\/span><\/p> PostNL can deploy various forms of research, ranging from qualitative discussions to quantitative questionnaires. This way, the community brings the small business customer closer and provides more insight into the world of this target audience. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t Through the online research community, PostNL was able to directly present various issues to small business customers.<\/span><\/p> The collected insights were used directly to refine the service offerings. This provided PostNL with concrete customer input to further optimise its online services. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t Internal teams quickly receive concrete input from small business customers when they need it.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t PostNL can more specifically tailor its services to the needs of small business customers.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t The insights help PostNL to continuously optimise its digital services for entrepreneurs.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed do eiusmod tempor incididunt ut labore et dolore magna… <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed do eiusmod tempor incididunt ut labore et dolore magna… <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\tPostNL<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
Community Research for Logistics: PostNL Puts SME Customer Needs First<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
Case Information<\/h2>\t\t\t\t<\/div>\n\t\t
Summary<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
PostNL sought a way to continuously gather feedback from small business customers. Therefore, the organisation chose an online research community with a flexible 'on\/off' setup. This allows internal agile teams to collect targeted qualitative and quantitative feedback and use the insights directly to refine their service offerings. <\/h5>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
The Question<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
How do you gain continuous insight into the small business customer?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
The Challenge<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
Engaging an anonymous and hard-to-reach target audience<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
The Approach<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
Community Research for Logistics with a Flexible On\/Off Setup<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
<span data-metadata="\"><\/span><span data-buffer="\"><\/span>The Result<\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
Direct Customer Input for Service Offerings<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
Consequence of the Result<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
Continuously Incorporating Customer Needs into Improvements<\/h2>\t\t\t\t<\/div>\n\t\t
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\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\tFaster feedback for agile teams.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
![\"\"](\"https:\/\/blauw.com\/wp-content\/uploads\/2026\/07\/icon-houglass.svg\"){kind=icon}
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\tA better-aligned offering.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
![\"\"](\"https:\/\/blauw.com\/wp-content\/uploads\/2026\/07\/icon-thumb.svg\"){kind=icon}
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\tImproved digital services.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
In practice.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
De Baak<\/h4>\t\t\t\t<\/div>\n\t\t\t\t
strategy<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t![\"\"](\"https:\/\/blauw.com\/wp-content\/uploads\/2026\/08\/debaak-female-768x768.webp\")
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\tAutoscout 24<\/h4>\t\t\t\t<\/div>\n\t\t\t\t
Experience<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t![\"\"](\"https:\/\/blauw.com\/wp-content\/uploads\/2026\/08\/autoscout24.png\")
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t