DHL – A CUSTOMER RELATIONSHIP MANAGEMENT ASSESSMENT

Topic 

DHL – A CUSTOMER RELATIONSHIP MANAGEMENT ASSESSMENT

Instructions

 Write a paper detailing the customer relationship management and specifically focusing on the logistics company, DHL.

Answer Preview 

DHL takes interest in maintain information technology (IT) programs that measure customer satisfaction levels and inform them about processes. Issues around logistic processes, including cargo handling, complaints, opinions and complements are collected through regular surveys (DHL, 2018). The IT programs also capture routine processes such as customer visits, service consumption, and sales reports. However, the services focus on maintaining strong customer loyalty and minimal strategies in understanding and attracting new customers. Through the existing processes, DHL can understand what existing customers want and respond appropriately, but can hardly learn about potential customers and incentivize them to use their logistic and shipping services. For example, most of the additional costs incurred go into reliving problems reported by customers to retain them.

Ineffectiveness in Anticipating and Proactively Meeting Customer Expectations

The marketing Ps above shows while the “people”, “physical evidence” and “processes” are considerably designed to improve the internal operations, they are poorly designed to anticipate customer expectations and respond appropriately. In particular, the processes are designed to reactively respond to customer issues or expectations.   Therefore, the primary problem addressed in this report is CRM insufficiency in proactively identifying new customers and their expectations. The problem is analysed using the GAPS Model of services below.

Word Count: 3500