• Save
Marketing strategy of DHL Express Ltd.
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
5,606
On Slideshare
5,606
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
3

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Overview• DHL Express is a division of the Germanlogistics company Deutsche Post DHL.• Headquarters at Bonn, Germany.• Employees-275,000.• Fleet size-27 Aircrafts worldwide.(Nov 2012)• DHL has access to over 22,200 locations inIndia in addition to the global network of over220 countries around the world.
  • 2. Intangibility VariabilityInseparability PerishabilityCharacteristics of Services
  • 3. Ads-Cues for Tangibility
  • 4. Heterogeneous in nature
  • 5. Perishable
  • 6. Extended Marketing Mix of ServicesPeople• Management &Professionals• Operations &support staff• Student internsPhysical Evidence• Ads• Websites• LOGO• Product Packaging• Employee attire
  • 7. ProcessFind a ServicePoint LocationGet rate &time quoteSchedulePickupPickupShippingadviceShippingCustomssupportDeliveryIntimation
  • 8. Consumer Evaluation ProcessBased onexperiencequalitiesCredencequalities incase of servicefailure andproperexplanationprovided
  • 9. Total Product ConceptOn time delivery/Non TamperingTracking,Intimation ondelivery, SafepackagingPickup, StorageProduct specificpackaging, RFIDtechnologyPotentialAugmentedGenericExpected
  • 10. Service Marketing Triangle“enabling the promise”Gurukul trains 3000 employees/ year onservice excellence“setting the promise”Through Blue Dart Express, DHL hasaccess to 22,000 locations across India.“delivering the promise”Delivery to the remotest locationsCOMPANYEMPLOYEES CUSTOMERS
  • 11. GAPS Model of Service QualityExpects similarService in IndiaPerceivedGlobal leaderCustomer Gap
  • 12. Provider GapKnowledge (High Value, Timesensitive, Industrial products)Service Design &Standards(High cost-notsuitable for low value items)Service Performance(Notdelivering on promise time)Communication (Optionalservices not free of cost)
  • 13. Customer Expectation LevelsIdealNormativeExperience BasedAcceptableMinimum tolerablePackaging, Insurance,StorageDoor to door deliveryBefore time, tracking,delivery intimationNon tamperingDelivery on time
  • 14. Factors Influencing Desiredand Predicted ServicePredictedServiceExplicit ServicePromises(Door to Door Delivery)Implicit ServicePromises(On time, safe and accurate)Word-of-Mouth(Optional services are spread)Past ExperienceZoneofToleranceTracking, Packaging, On time delivery, No tamperingOn time delivery on proper location
  • 15. Customer Perceptions of Quality & CustomerSatisfactionQUALITYQualifieddoctors & welltrained staffSERVICEDelivery ontime, safe andaccurateVALUEBest quality andserviceCUSTOMERSATISFACTIONCUSTOMERLOYALTYPersonal factors(DHL HapusExpress)Situationalfactors
  • 16. 5 Dimensions of Service Quality• Cold Chain ExcellenceReliability• Time frame, DHL BrandAssurance• Air fleet, Employee attire, Packages,AdsTangibles• Complaint directly to manager of DHLEmpathy• Pickup schedulingResponsiveness
  • 17. Cold Chain Excellence
  • 18. Assurance
  • 19. The Service EncounterTypeRemotePhoneFace-to-faceOpportunitiesCustomeracquisitionReinforcequality
  • 20. Common Themes in CriticalService Encounters ResearchRecoveryCopingAdaptabilitySpontaneity
  • 21. Service Recovery
  • 22. Adaptability
  • 23. Electronic proof of deliveryCoping
  • 24. With the dynamic taking into consideration prevailing trafficconditions, the SmartTruck is prepared for any situation and canreact accordingly.Spontaneity
  • 25. Service Recovery StrategiesAct QuicklyProvide adequateexplanationsTreat Customer FairlyCultivate Relationshipwith customers
  • 26. CASE STUDY ON SERVICE RECOVERY
  • 27. Case Study Source: http://commetrics.com/articles/dhl-fails-customer-service-test-again/
  • 28. Service Recovery
  • 29. Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints
  • 30. Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints
  • 31. Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints