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Managing customer experiences keeps DHL ahead of competition

According to the latest report by McKinsey & Company on customer experience, “Superior customer experience is increasingly being recognised as a competitive advantage for businesses.

“It is becoming ever more important that a company differentiate itself by providing seamless customer experiences.”

Fatima Sullivan, Vice President of Customer Service for DHL Express Sub Saharan Africa firmly supports this notion, adding, “With a multitude of options now available to consumers when it comes to products and services in every sector, businesses must realise that customer service is the most important touch point between companies and customers.”

Sullivan says, listening to the voice of the customer is imperative when it comes to designing and optimising the user experience.

“Customers want choice and convenience, and if a solution is pushed back on them, it may lead to frustration and dissatisfaction. For this reason, we at DHL Express place huge emphasis on the voice of the customer.”

DHL believes that while you can measure the key performance indicators for good customer service daily, the most value is derived from direct customer feedback.

“Initiatives such as the use of the Net Promoter Approach (NPA) management tool are extremely useful in identifying areas for improvement and in enabling the company to make the necessary changes to enhance their offering and continually offer better ways to deliver excellence to customers,” adds Sullivan.

“We have an insanely customer-centric culture at DHL Express. Thee want and need to provide great service quality is in our employee’s DNA.”

The company has won over 27 external awards for customer service in SSA in 2017 so far

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