DHL customer is everywhere, and anyone can be DHL’s customer if ther is something to
deliver. It also reflects the application of DHL, With a global network composed of more
than 220 countries and territories and 285,000 employees worldwide, cutomers can call DHL
for help anywhere. DHL segments it customer into different group, it helps manager
understand more about marketing and service innovation. Customer segmentation also
provide chance to offer specific services to customers based on theri needs.
DHL is trying to be the best all the time, what DHL expects is to solve problem before it
occurs. Regarding identification of motivation, the good brand reputation; safety insurance;
acceptable price make DHL become No. 1 in the industry and hleps to keep its dominant
position. Thus, by considering the leading position of industry, it is supposed to be the main
reason why people like to choose DHL instead of other brands.
Determining the relative importance of the motivations, according to Sara Arrhenius & DHL
official website, DHL is good at listening to customer. Moreover, DHL is proud of its short
delivery time, and safety issue etc. These factors attract more and more people become
DHL’s loyal customer. Besides, DHL customer satisfaction was very high in 2011, DHL
Express won customer service award for the best B2B customer service in Sweden. It
indicates that customer trust DHL. According to Bergman & Klefsjö (2010), credibility is
completed. Therefore, how well the service it is might be the most important factor customer
care about.
Generally, many companies and organizations pay a lot of attention on new customers.
Menwhile, thery care less about old customers. However, DHL is aware of the importance of
old customers. Those old customers have close relationship with company’s revenue, further
keeping old customers can build long-term business, and reduce costs to seek for new
customers. According to Yunfeng Gao, how to keep customer with company has become a
significant part of company’s business strategy.
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Unfortunately, there is no information to indicate if DHL has any unmet needs, and authors
did not find it due to the site manager’s inability to provide us an interview. However, unmet
needs of DHL can be a topic in further study. By linking Aaker (2001) and Gerhardt (2002)’
theory, the Figure 9 summarizes the conclusion of determining customer motivations.
Figure 9 determining customer motivations
Source from authors own
The win-win situation is achieved gradually. By long term cooperation with customer or
another company, DHL has gained the No.1 in the industry. It also makes customer happy,
which means customer is glad to be with DHL in daily life. Without trust, this situation is
impossible to happen.