bpost Now Shows Your Mail Carrier’s Name in Notifications

Belgian postal service bpost announced on Wednesday that it will now display the first name of the mail carrier delivering a parcel or registered letter in digital communications sent to customers on the day of delivery. The initiative, which follows a successful pilot program in three Belgian municipalities, aims to improve transparency, personalize the customer experience, and strengthen the human connection between bpost and its customers.

How It Works

From the moment the carrier departs for their delivery round, recipients receive a personalized message — via email, the My bpost app, or Track & Trace updates — that includes the carrier’s first name. The feature applies to parcels and registered letters and was rolled out nationally on June 24, following a pilot program conducted over several months in Schaerbeek (Brussels), Ostend (West Flanders), and Sprimont (Liège Province).

According to RTBF, bpost described the move as “a concrete initiative to create more connection” with its customers.

Why It Matters

The change is rooted in survey data collected by bpost in May 2025. A survey of 495 Belgian customers found that 8 out of 10 do not know their mail carrier’s first name, even though a third of them see their carrier regularly. The research also revealed that 45% of respondents would like to know their carrier’s name, and 40% believe it would increase their trust.

As L’Avenir reported, the study found that human contact moments — a smile, a word of encouragement, a thoughtful gesture — are the most positive memories customers have of their mail carriers. Conversely, anonymity and lack of personalization ranked among the main sources of customer dissatisfaction.

Pilot Program Results

The pilot program yielded encouraging results. A follow-up survey of 118 customers in the three test zones found that 56% believed knowing the carrier’s name added value to their experience, and 57% remembered the name after seeing it in the first notification. Trust scores were measurably higher among customers who were exposed to the carrier’s name.

Crucially, the initiative was also well-received by bpost employees. According to the company’s official press release, 89% of participating mail carriers were comfortable sharing their first name, and many reported more natural interactions with customers as a result.

A Human Touch in a Digital Age

In a statement, Laura Cerrada Crespo, spokesperson for Bnode (bpost’s parent company), said: “A simple gesture that reminds us that behind every delivery, there is first and foremost a person: someone who knows the neighborhood, meets residents daily, and often becomes a familiar face.”

Mathieu Goedefroy, the Dutch-language spokesperson, added: “By rolling out this simple gesture nationally, bpost wants to remind people that behind every parcel delivery there is a mail carrier who knows their neighborhood, meets the neighbors daily, and wants to be a familiar face.”

Broader Context

The initiative comes as bpost — operating under parent company Bnode, which employs over 37,000 people and generated €4.3 billion in revenue in 2024 — continues to modernize its services. The parcel delivery market has grown significantly with the rise of e-commerce, making customer experience and personalization key differentiators for logistics companies competing with players like PostNL, DPD, and DHL.

bpost has been investing heavily in digital tools, including the My bpost app, Track & Trace features, and customizable delivery preferences. This latest move represents an effort to humanize an increasingly automated delivery experience.

What’s Next

The national rollout began immediately on June 24. While the feature currently applies to parcels and registered letters, questions remain about whether it will extend to all types of mail. It is also unclear whether customers or carriers can opt out of the name-sharing feature. bpost has not yet announced plans to measure the initiative’s impact on customer satisfaction scores or first-time delivery success rates.

For now, the change represents a small but meaningful step toward putting a familiar face — and a name — back into the package delivery experience.