Customer asset management at DHL in Asia
Publication date: 1 January 2011
Abstract
Subject area
Marketing; customer segmentation; operations and logistics.
Study level/applicability
Undergraduate business and management students, MBA/MA level application for international marketing modules incorporating customer segmentation and customer asset management.
Case overview
DHL, the international air express and logistics company, serves a wide range of customers, from global enterprises with sophisticated and high volume supply-chain solutions shipping anything from spare parts to documents, to the occasional customer who ships the odd one or two documents a year. To be able to effectively manage such a diverse customer base, DHL implemented a sophisticated customer segmentation cum loyalty management system. The focus of this system is to assess the profitability from its customers, reduce customer churn, and increase DHL's share of shipments.
Expected learning outcomes
Case teaching objectives: to demonstrate the concept of customer segmentation with loyalty management as a total system in a logistics company setting, and to evaluate appropriateness of the classification; to utilize the concept of service tier model within the company's current operations, and to evaluate the effectiveness of the model; to analyze the implementation of the customer segmentation cum loyalty management system and development of the necessary rules required to classify the various accounts into categories; to highlight the possible challenges arising from the implementation of customer segmentation cum loyalty management system, and to discuss possible methods of resolution.
Supplementary materials
Teaching note.
Keywords
Citation
Wirtz, J., Sen, I. and Singh, S. (2011), "Customer asset management at DHL in Asia", , Vol. 1 No. 1. https://doi.org/10.1108/20450621111117413
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Jochen Wirtz, Indranil Sen and Sanjay Singh