DHL Express India - Award for Innovation in Sales

Company: DHL Express India Pvt Ltd, Mumbai, Maharashtra, India
Company Description: DHL is present in over 220 countries and territories across the globe, making it the most international company in the world. DHL has its head office in Bonn Germany with a revenue size of 15.4 billion Euros. DHL is part of the world’s leading postal and logistics company Deutsche Post DHL Group, and encompasses the business units DHL Express, DHL Parcel, DHL E-commerce, DHL Global Forwarding, DHL
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Award for Innovation in Sales - Other Service Industries

Nomination Title: Award for Innovation in Sales

DHL Express India is a pioneer in its industry and started its operations in 1979. We offer our customers the entire spectrum of express services from best in class international air express to future ready logistics solutions. Working on our foundation pillars of “Employers Of Choice, Provider Of Choice and Investment Of Choice” DHL Express India services over 60,000 customers. We have a pan-India presence through dedicated service centers in 25 cities and through Blue Dart Express have access to over 33,000 locations in India.

DHL is part of Deutsche Post DHL Group.

In the Past 5 years we have been consistently ranked in the Top 10 Great places to work and our journey GOOD to GREAT led us to be the number 1 ranked company in 2021. A significant contribution to this achievement comes from the Sales Management team as Commercial is the second largest team in DHL.We are led by our VP, Mr. Sandeep Juneja, who believes “It takes a team to keep winning” and hence our management consistently keeps our customers and our teams at the center of everything that we do. This is clearly reflected as despite the difficult months of COVID second wave we closed with 52% revenue growth over 2020 and improved EBIT from -5% in 2020 to +12% in 2021

Owing to the complexity involved in the nature of Cross border Logistics industry considering the regulatory framework; Innovation in the industry revolves around facilitating Ease of doing business for our customers.

Below are the 4 innovations which are designed keeping in mind our customer’s life cycle journey with DHL.

Leveraging Digital platforms for Engagement
Leveraging Technology for automated Lead Generation
Improving Account Opening TAT
DIET (DHL Import Easy Tool)

Digital Engagement for Lead Generation and building Brand affinity

A customer’s life cycle journey in DHL is seen in the illustration above. We leveraging Digital engagement through a 4-pillar sequence.

1. Social Marketing – When customers are not looking for us in particular 2.Content Marketing – When customers are looking at things relating to us. 3.Search Marketing – Once they are familiar and are in a consideration life cycle stage, where they are looking for more information; we start persuading with direct marketing communication. 4.Captive Marketing –They are our customers and we keep engaging for after sales service, loyalty and retention.

2. Web Crawling

We use Data Crawling to intelligently extract details of the companies which qualify the profile of our Target audience. This is done through specific keywords that are matched to find out if a company has a business potential that may require services of express industry.

3. Account Opening TAT:

In order to ensure faster onboarding of our customers, Account opening TAT is a key actionable for our Sales support team and is monitored closely to ensure our customers can start shipping with us as soon as possible.

4. DIET (DHL Import Easy Tool):

This is express industry’s first all-digital solution in the world to simplify complex management of import shipments from 220 countries. This innovation is one of a kind tool that simplifies clearance ecosystem into a seamless user experience.

Digital Lead generation through Engagement:

We started our digital journey in 2017 with a combined follower base of less than 30000 to over 100000 followers in 2021 making us the number one amongst all DHL Express countries

The ROI for digital leads has stood at a healthy >higher 20s% age YOY since 2017.

Web Crawling Lead generation achievements:

Web crawling gave us nearly 2 Lakh Suspects which is contributes to more than 12% of all the Cold suspects that we pursue.

It produced nearly 1000 leads for us in 2021.

Account Opening TAT achievements:

24% more accounts were opened in ’21 vs ‘20
Reduced account opening TAT by 1 day from 2.91 days to 1.98 days in ‘21
Right First time improved by 21% thereby reducing re-work

DIET achievements:

6,057 Customers Onboarded
2,672 Regular Users
Perfect 10s NPA doubled
10% Reduction is CS Call Volumes
Reduced Clearance TAT by 1.5 Days for Pilot Customers