DHL Worldwide Express LLC UAE - Innovation in Customer Service Management, Planning & Practice

Company: DHL Worldwide Express LLC UAE
Company Description: DHL Express is an international courier company. A division Deutsche Post DHL. World's largest logistics company over 220 countries in air express industry. We deliver over 1.3 billion. Having more than 1,000 employees in UAE. Established in UAE in 1976 pioneering express logistics. Today, has 150+ flights daily, 8 TAPA certified facility, over 300 vehicles and processing 5,000 shipments per hour
Nomination Category: Customer Service Categories
Nomination Sub Category: Award for Innovation in Customer Service Management, Planning & Practice - Other Service Industries

Nomination Title: Customer Experience Redesigned, It will never be the same again

It is not the strongest that survives, nor the most intelligent, it is the one that is most adaptable to change”…Charles Darwin

What if the change is abrupt? Un-expected?

Companies must align to the external world. Sometimes external environment demands rapid change like what Covid-19 pandemic brought. We need to create significant change in culture and process to have a winning customer centric experience.

Let us walk you through the initiative that helped us redesign our customer’s and employee’s experience.

DRIVERS FOR CHANGE

DHL uses a customer loyalty metric, Net Promoter Approach (NPA) managed by Customer Service Department. Measuring how many Detractors, Neutrals and Promoters we have to acquire our Net Promoter Score (NPS). Promoters less detractors.

In 2019, our NPS significantly improvement from 46% to 76% with a strong 86% NPS in Q4 ending the year.

In a short period of time, COVID-19 overwhelmed lives and businesses around the globe resulting to,

-16% NPS first 2 months of 2020
230% increased Call Center calls
+40% repeated calls
276% increased pick up request
Sudden change in country restrictions and lockdown
Health, Safety and Business Threat

We realized that in times of crisis, customer’s interaction triggers an immediate and lingering effect on their sense of trust and loyalty. Thus, the initiative CX Redesigned, It will never be the same was launched.

STAKEHOLDERS ENGAGEMENT

Led by Customer Service Director, Tarek Ziadeh, managers and supervisors, “Customer Experience (CX) Redesigned” was launched with simple objective of adapting to real time change in customer behavior, needs and requirements and to make them feel they are not alone in this trying situation through,

-Care and connection with customers, employees and community
-Meeting customers where they are today
-Sustainability through building and strengthening capabilities

HOW CHANGE WAS ACHIEVED?

DHL uses principle of “Mindset and Behavior” which we call the “The First Choice Way”.

First Choice is a DHL program on continuous improvement, where we use a structured and systematic approach, like DMAIC and GEMBA Walk methodology.

Our Continuous Improvement culture is characterized by our slogan, “EVERYBODY, EVERYDAY, EVERYWHERE, A LITTLE BIT BETTER”.

The feedbacks acquired are correlated with our SOP’s and performance measurements to ensure alignment to our customer’s expectation resulting to ultimate customer satisfaction.

REDESIGNING THE EXPERIENCE:

The following actions were put in place:

Split CS staff to 3 facilities for business continuity and 100% work from home 2 days before country lock down.

-75 tons medical supplies processed and delivered supporting the community
-Adapting new call trend in our WFM tool for more accurate forecast and rostering.
-Quick Action Request. Providing Operations with list of shipments to be prioritized for delivery and calling customers to inform shipment is out with the courier.
-Held shipments reduction by calling customer proactively for instructions
-Digitalization “Live Chat”, “WebChat”, “Whatsapp Chat”, On Demand Delivery App, Robotics Process Automation.
-Virtual Training – Enhanced staff training and on-boarding modules
-Enhanced Employee Engagement – CS Broadcast Network, eEnergizer and Everyday Hero recognition program, Online engagement platforms
-B2C Vertical – Created B2C Desk
-NPA Customer Callback in 1 Day

BUSINESS IMPACT, RESULTS ACHIEVED

The goal of adapting to customer needs and requirements is being realized with a 22% improvement in our NPS score from 70% to 92% in December.

The impact is not limited only to NPS, our Promoters went up to 94% and reduced detractors further by 2% by December.

Other impacts: (Not all are listed)

-Acquired 97% Employee Engagement and 92% Active Leadership ratings in our Employee Opinion Survey.
-94% Grade of Service and 0.3% Abandoned Call Rate
-98% Complaints Resolution
-Quick Action Request delivery from 61% to 95%
-190% Live Chat Interaction improvement vs 2019
-95% Live Chat grade of service
-60% less Held Shipment
-100% 1 day NPA callback from 3 days