“We need to think about the public service digitally”

From letters to digital communication – Swiss Post’s core business is changing. In this interview, Nicole Burth, CEO of Communication Services and member of the Group Executive Board, talks about the communication platforms she would like to offer in future and what the ePost app has learnt from its Danish role model.

Societybyte: In your presentation at TRANSFORM 2024, you emphasised the need to define the digital public service. Why do you think this is essential and what definition do you have in mind?

Nicole Burth: Our everyday lives are becoming increasingly digital and people’s needs are changing. We therefore also need to think about the public service digitally for the future. The definition of what the digital public service of the future could look like in concrete terms has so far remained fragmentary.

One thing is certain: communication is a central element. And we communicate differently today – where the letter used to be able to cover many different communication needs, today it is the most diverse channels and forms of digital communication. We believe that the universal postal service in 2030 should be consistently aligned with this development. Swiss Post is therefore expanding its role as a relevant provider of digital communication platforms for an intuitive, trustworthy exchange and secure handling of data for all people, companies and authorities, thereby contributing to a digitally networked Switzerland.

In your opinion, why should the Confederation bring Swiss Post on board in its digitalisation efforts?

Nicole Burth was a speaker at the Transform conference organised by BFH Wirtschaft

Swiss Post can play a key role in the development of national digital infrastructures. I see it as an ideal partner for the Confederation. Proximity to people and trust as well as expertise and experience are success factors in digitalisation. Swiss Post can already offer established digital communication platforms and solutions such as SwissID, e-voting, the ePost communication platform and the electronic patient dossier. Swiss Post can deliver this added value to the Confederation:

With its universal service mandate, Swiss Post has always provided a public service. With our 175-year history, we see ourselves today not only as a postal service provider, but are also actively committed to a digitally networked Switzerland. Through gradual modernisation, Swiss Post has repeatedly provided positive impetus for progress and innovation in society, the economy and people’s lives. Thanks to our branch network and the delivery of consignments to people’s doorsteps, we are in daily contact with them. As a result, we know exactly what people’s needs are and can orientate and develop ourselves accordingly.

How do you counter the accusations that Swiss Post is competing with private providers and promoting centralisation?

Swiss Post has to orientate itself to the rules and guidelines that have been set – and it will continue to do so. It is part of the goals agreed with the Federal Council to further develop the physical core business, make it fit for the future and lead it into the digital future. This means that we are anticipating and developing new products and services. We are focussing on growth in our core markets of logistics and communication so that we can continue to fulfil our universal service mandate in the future and without state funding. Where it makes sense, we supplement this growth with external companies along our core business.

To what extent can the “Swiss Post of tomorrow” contribute to trustworthy digital communication with its communication service? Where do you see the risks? And what advantages does this offer in terms of accessibility?

With its “Post of tomorrow” corporate strategy, Swiss Post has aligned itself with people’s new needs and has already laid the organisational foundations for possible digital public service offerings. The Communication Services division plays a central role in this.

Let’s take e-voting again: because our solution has been developed to be barrier-free, people with visual impairments also have the opportunity to cast their vote independently and without the help of third parties. Accessibility is a key issue for all digital solutions. Swiss Post complies with federal guidelines and international IT standards (World Wide Web Consortium W3C).

We are aware that the more digital solutions we offer, the greater the attack surface for cyber criminals. This entails risks. Data security is our top priority, today and tomorrow. Accordingly, Swiss Post invests heavily in its information security and defence against cyber attacks.

With the ePost app, Swiss Post wants to provide customers with a digital mailbox that not only allows them to pay bills and sign contracts, but also to link to the electronic patient file or even chat with senders. To what extent has Swiss Post modelled itself on Denmark? Which functions, on the other hand, are deliberately based on the specific needs of Swiss customers?

The ePost app, Swiss Post’s digital letterbox, enables customers to manage their private office digitally with just a few clicks. Receiving and organising letters, paying bills and signing contracts – all this is now possible via the ePost app and meets the needs of customers in this country. Our app is comparable to the Danish solution. In its original version, the Danish solution also implemented the electronic mailbox, payment functions and signatures. After the transition from eBoks to mit.dk, the Danish version also enabled access to health data.

About the person

Nicole Burth has been Head of Communication Services and a member of the Group Executive Board at Swiss Post since 2021. She previously held various positions at the Adecco Group, including Global Head of Finance for the Outsourcing unit and CEO of the Adecco Group Switzerland. Nicole Burth began her professional career as an analyst in the banking sector. An economics graduate, she is a member of the Board of Directors and Chairwoman of the Remuneration Committee at Ascom Holding AG.

She gave a keynote speech at the last TRANSFORM Conference 2024 on 8 May.