Overview• DHL Express is a division of the Germanlogistics company Deutsche Post DHL.• Headquarters at Bonn, Germany.• Emp...
Intangibility VariabilityInseparability PerishabilityCharacteristics of Services
Ads-Cues for Tangibility
Heterogeneous in nature
Perishable
Extended Marketing Mix of ServicesPeople• Management &Professionals• Operations &support staff• Student internsPhysical Ev...
ProcessFind a ServicePoint LocationGet rate &time quoteSchedulePickupPickupShippingadviceShippingCustomssupportDeliveryInt...
Consumer Evaluation ProcessBased onexperiencequalitiesCredencequalities incase of servicefailure andproperexplanationprovi...
Total Product ConceptOn time delivery/Non TamperingTracking,Intimation ondelivery, SafepackagingPickup, StorageProduct spe...
Service Marketing Triangle“enabling the promise”Gurukul trains 3000 employees/ year onservice excellence“setting the promi...
GAPS Model of Service QualityExpects similarService in IndiaPerceivedGlobal leaderCustomer Gap
Provider GapKnowledge (High Value, Timesensitive, Industrial products)Service Design &Standards(High cost-notsuitable for ...
Customer Expectation LevelsIdealNormativeExperience BasedAcceptableMinimum tolerablePackaging, Insurance,StorageDoor to do...
Factors Influencing Desiredand Predicted ServicePredictedServiceExplicit ServicePromises(Door to Door Delivery)Implicit Se...
Customer Perceptions of Quality & CustomerSatisfactionQUALITYQualifieddoctors & welltrained staffSERVICEDelivery ontime, s...
5 Dimensions of Service Quality• Cold Chain ExcellenceReliability• Time frame, DHL BrandAssurance• Air fleet, Employee att...
Cold Chain Excellence
Assurance
The Service EncounterTypeRemotePhoneFace-to-faceOpportunitiesCustomeracquisitionReinforcequality
Common Themes in CriticalService Encounters ResearchRecoveryCopingAdaptabilitySpontaneity
Service Recovery
Adaptability
Electronic proof of deliveryCoping
With the dynamic taking into consideration prevailing trafficconditions, the SmartTruck is prepared for any situation and ...
Service Recovery StrategiesAct QuicklyProvide adequateexplanationsTreat Customer FairlyCultivate Relationshipwith customers
CASE STUDY ON SERVICE RECOVERY
Case Study Source: http://commetrics.com/articles/dhl-fails-customer-service-test-again/
Service Recovery
Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints
Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints
Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints
Marketing strategy of DHL Express Ltd.
Marketing strategy of DHL Express Ltd.
Marketing strategy of DHL Express Ltd.
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Marketing strategy of DHL Express Ltd.

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Marketing strategy of DHL Express Ltd.

  1. 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. 2. Intangibility VariabilityInseparability PerishabilityCharacteristics of Services
  3. 3. Ads-Cues for Tangibility
  4. 4. Heterogeneous in nature
  5. 5. Perishable
  6. 6. Extended Marketing Mix of ServicesPeople• Management &Professionals• Operations &support staff• Student internsPhysical Evidence• Ads• Websites• LOGO• Product Packaging• Employee attire
  7. 7. ProcessFind a ServicePoint LocationGet rate &time quoteSchedulePickupPickupShippingadviceShippingCustomssupportDeliveryIntimation
  8. 8. Consumer Evaluation ProcessBased onexperiencequalitiesCredencequalities incase of servicefailure andproperexplanationprovided
  9. 9. Total Product ConceptOn time delivery/Non TamperingTracking,Intimation ondelivery, SafepackagingPickup, StorageProduct specificpackaging, RFIDtechnologyPotentialAugmentedGenericExpected
  10. 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. 11. GAPS Model of Service QualityExpects similarService in IndiaPerceivedGlobal leaderCustomer Gap
  12. 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. 13. Customer Expectation LevelsIdealNormativeExperience BasedAcceptableMinimum tolerablePackaging, Insurance,StorageDoor to door deliveryBefore time, tracking,delivery intimationNon tamperingDelivery on time
  14. 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. 15. Customer Perceptions of Quality & CustomerSatisfactionQUALITYQualifieddoctors & welltrained staffSERVICEDelivery ontime, safe andaccurateVALUEBest quality andserviceCUSTOMERSATISFACTIONCUSTOMERLOYALTYPersonal factors(DHL HapusExpress)Situationalfactors
  16. 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. 17. Cold Chain Excellence
  18. 18. Assurance
  19. 19. The Service EncounterTypeRemotePhoneFace-to-faceOpportunitiesCustomeracquisitionReinforcequality
  20. 20. Common Themes in CriticalService Encounters ResearchRecoveryCopingAdaptabilitySpontaneity
  21. 21. Service Recovery
  22. 22. Adaptability
  23. 23. Electronic proof of deliveryCoping
  24. 24. With the dynamic taking into consideration prevailing trafficconditions, the SmartTruck is prepared for any situation and canreact accordingly.Spontaneity
  25. 25. Service Recovery StrategiesAct QuicklyProvide adequateexplanationsTreat Customer FairlyCultivate Relationshipwith customers
  26. 26. CASE STUDY ON SERVICE RECOVERY
  27. 27. Case Study Source: http://commetrics.com/articles/dhl-fails-customer-service-test-again/
  28. 28. Service Recovery
  29. 29. Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints
  30. 30. Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints
  31. 31. Learn RecoveryExperiencesLearn from lostcustomersFail- safe serviceEncourage andtrack complaints

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