Delivering loyalty via customer experience management at DHL Freight

MacGillavry, Kim and Wilson, Alan (2014) Delivering loyalty via customer experience management at DHL Freight. Global Business and Organizational Excellence, 33 (6). pp. 6-20. ISSN 1932-2054 (

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Creating a positive customer experience enables a company to differentiate itself from the competition. This is particularly true in the highly fragmented road freight business, where the offering has become highly commoditized and price driven. DHL Freight, a leading provider of international road transportation solutions, set out to enhance the customer experience by bringing the voice of the customer into the organization, improving customer interactions, and developing an organization-wide customer-driven vision, common purpose, and value proposition. The need to engage the whole organization, across multiple locations and countries, in delivering an excellent customer experience was critical to the success of the initiative. Within 12 months of implementation, DHL Freight is seeing a major change in the culture and operations of the company. Encouraged by this success, each country in which DHL Freight operates is taking steps to appoint a dedicated customer experience leader in their respective senior management teams. The company's experiences point the way for implementing an effective customer management approach in other operations-driven businesses.


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