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This award is for operators who deliver exceptional mail quality and service, increasingly important as networks become more competitive. The category highlights initiatives that help the customer identify and recognise best practice or those that have made significant improvements in service quality in the past year. The judges are looking for evidence of the quality and ease of interaction between customers and their mail operators and to the effectiveness with which queries and problems are solved. The judges will seek quantification of service levels and thedegree and rate of improvement.

In 2011, Post Danmark were found to have shown the finest example of how the postal industry is capable of developing new products. In this case it was a novel type of response card which allows high flexibility based on advanced barcode technology. They had demonstrated an innovative approach to meet a customer need as well as generating fresh revenue streams.