Online from: 2011
Information: About this Collection
|Title:||Customer asset management at DHL in Asia|
|Author(s):||Jochen Wirtz (Academic Director of the UCLA – NUS EMBA at the National University of Singapore, Singapore), Indranil Sen (Research and Planning Manager Asia Pacific, DHL), Sanjay Singh (MBA student at the National University of Singapore)|
|Citation:||Jochen Wirtz, Indranil Sen, Sanjay Singh, "Customer asset management at DHL in Asia", Emerald Emerging Markets Case Studies Collection, (2011)|
|Keywords:||Customer services management, Market segmentation|
|Article type:||Case study|
|DOI:||10.1108/20450621111117413 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.|
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.
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