Integrating customer retention research. Customer care systems of express couriers

This report describes the use of data provided by a research model designed to promote customer retention (TRI:M) in developing and finalising a process re-engineering, implemented by DHL Italia.

Integrating customer retention research. Customer care systems of express couriers

Giovannni Biscontini, DHL Worlwide Express, Italy and Patrick G.M.Standen, Infratest Burke, Italy

INTRODUCTION

During the course of this paper we shall illustrate the project carried out by DHL, with the support of marketing information supplied by Infratest Burke, in generating a system whose objective is to promote a better relationship between customers and company in the field of express couriers.

The logic on which this project was based includes a number of aspects, internal and external to DHL, that specifically regard this business area.

From the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands