DHL Worldwide Express LLC UAE - Innovative Achievement in Customer Satisfaction
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: Achievement Categories
Nomination Sub Category: Innovative Achievement in Customer Satisfaction
Nomination Title: Change The Game, Why Stay Neutral
We all want loyal customers. Do we take care of our “Neutral Customers?”
In Net Promoter Approach terms this means creating “Promoters”. Today, to make a difference, is through winning customer centric experience, reason why Voice Of Customer (VoC) grown as backbone of measuring customer’s experience.
However, VoC leveraged to analyze experiences after it occurs. To create more promoters, the key is to “Change The Game” in acquiring VoC and creating solutions before the experience happens.
Let’s us take you through how we changed our game.
What are the Driver for Change?
DHL uses a customer loyalty metric, Net Promoter Approach (NPA). Both a loyalty metric and discipline in using customer feedback. Measuring how many Detractors, Neutrals and Promoters we have to acquire our Net Promoter Score (NPS) as our customer loyalty measurement. Promoters less detractors.
In 2018, we were able to reduce detractors from 13% to 5%, focusing on immediate action and resolutions of detractor’s feedback. Though there was a significant reduction, we realized that only 3% of the reduction were converted to promoters and the approach is “Reactive” thus, “Change The Game, Why Stay Neutral” Initiative was launched.
How Key Stakeholders were involved?
Companywide campaign “Change the Game, Why Stay Neutral” was launched with simple objective to convert Neutrals to Promoters by understanding, taking action and replicating solutions.
Feedbacks from Neutral Customers were acquired. A cross-functional project team was formed to review the feedback from Neutrals and launched actions as station roadshows, NPA caller training, internal communications for awareness, introduction of GAME CHANGER award and continuous improvement initiative on top 3 customer’s feedback and suggestions monthly using lean approach and tools.
HOW THE CHANGE WAS ACHIEVED? What makes it unique?
Customer feedback gives us visibility on how we are doing. With that, the culture of continuous improvement was born.
DHL uses the 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 DMAIC and GEMBA Walk methodology. A systematic approach in defining focus area and setting goals, identify baseline performance, root cause, solutions and control measures to sustain improvement.
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.
In a normal NPA process, neutrals are not included. The main differentiator of this initiative is including neutral customers. Allowing us to take action before customer experience occurs.
Combining these methods with a simplified approach to “Understand, Take Action and Replicate” made the “Change The Game, Whey Stay Neutral” initiative effective and maximize results.
GAME Changed!
This initiative has resulted to Insanely Customer Centric where customer’s needs and requirements are the center and driving factor.
Currently, in DHL, staff provides input on how to improve our service for every feedback received from customers or observations they have to improve our process.
It has changed our game from being reactive to proactive and higher employee engagement.
What are the Business Impact and Results Achieved?
Neutrals have reduced by 31% from 44% 2018 to 18% 2019 and further reduced to 13% 2020.
The impact is not limited to Neutrals. With a 100% Detractor callback and continued dedication to reducing Detractors, rating fell further by 3% point from 5% 2018 to 3% 2019 and 2% 2020.
The goal to increase customer loyalty is being realized with a 39% point improvement on NPS Score from 46% 2018 to 76% 2019 and 85% 2020. Promoters increased from 51% in 2018 to 87% 2020.
With continuous improvement initiatives implemented on Neutral feedback and suggestions, we were able to zero out similar customer feedback to date.