SSA Solutions case study: Being our customers’ first choice
D
eutsche Post World Net (DPWN) is a post and telegraph (P&T) company in Germany that went through the
metamorphosis from being a P&T company to one of the World’s leading logistics service providers. They commenced their operations in the year 1999, and as a cash-rich company they chose inorganic growth by acquiring companies in a similar field. Most notably, one of those acquisitions was one of the world’s largest logistics companies DHL. It then went on to rebrand itself as DP DHL.
One of the major issues faced by many multinationals while growing inorganically is the integration of diverse processes and cultures across the various companies. The complex multi-cultural and multi-lingual environment of a multinational with diverse systems, processes and technologies can lead to poor customer service; thus seriously affecting the brand image and future growth prospects of the company. DP DHL’s customers were no
60 Management Today | June 2012
exception to this. Certain Key Performance Indicators may trigger CEOs to initiate change management campaigns in their organisation to bring about a dynamic shift in the attitude of the resources. The management of DP DHL were also concerned about the lack in organic growth of the organisation. When an organisation grows at a rate less than that of the market it means that their market share is being eroded by their competitors.
The Business Case
Having identified the high-level boardroom concerns, the next logical step was to identify the strategic themes based on data, and to then communicate the same from the top downwards, with the aim of enrolling participation of people at all levels in the organisation. DP DHL performed a worldwide “dipstick” survey to identify customer preference for their services as compared to that of their competitors.
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