Tying CX Outcomes to Commercial Goals with DHL at Medallia Experience

Evolution of CX Strategy at DHL

• 💡 DHL Supply Chain transitioned from infrequent customer surveys to a continuous customer engagement program, introducing Customer Experience Management about nine years ago.
• 🎯 The current strategy, '2x30', emphasizes best-in-class customer experience as a core pillar, aiming to deepen customer engagement and institutionalize improvements.

Integrating Employee and Customer Experience

• 🤝 DHL's group strategy includes four bottom lines: investor of choice, employer of choice, provider of choice, and sustainability, all of which are seen as interconnected.
• 📈 Success in these areas correlates, with DHL Supply Chain experiencing growth in financial performance, employee satisfaction, and Net Promoter Score (NPS).

Leveraging Technology for CX Insights

• 💻 The adoption of a technology provider, specifically Medallia, four years ago, enabled advanced capabilities like built-in text analytics and easy executive access to data.
• 📊 Data is centralized in a data warehouse, allowing for the correlation of various data points to understand customer behavior and business impact.
• 📬 New initiatives include using Generative AI to summarize open comments and deliver push reports directly to executive sponsors.

Driving Buy-In for CX Initiatives

• 🌱 Leaders struggling to gain buy-in are advised to start small with specific cases and involve business experts to identify meaningful correlations and dependencies.
• 🗣️ Demonstrating these patterns and their impact is key to building momentum and securing broader organizational support.

Staying Agile in CX

• 🌐 Marcus Engel stays agile by attending conferences like Medallia Experience, talking to CX experts, and exchanging ideas with sister business units.
• 🤝 Linzi Hindle stays agile by attending similar events, participating in Medallia User Group (MUG) sessions, collaborating with partners like Ipsos, and actively seeking feedback from her team and colleagues.