DHL Express: Actions, perceptions and narrative – how research understood and enhanced DHL Express’ reputation

DHL Express, an international courier, conducted a worldwide research study to measure the brand's reputation, identify if COVID-19 threats had harmed DHL Express and create a communicable reputation management narrative.

Summary

In 2020 C-19 caused global logistics to nearly grind to a halt. How then did DHL Express maintain their best-in-class customer-centricity scores? Increase their competitive advantages? Grow revenue 32.5%pt and share prices 88.9% YOY? Simple, DHL Express:

  • Are insanely customer-centric
  • Know B2B research's value

That's why DHL Express' Global CEO commissioned research to protect their reputation when unavoidable practical challenges and short-termism threatened it.

Despite reputation research's complexities, a framework combining academic thinking and behavioural science understood the actions influencing DHL Express' reputation, their reputation itself and crafted a reputation-management-narrative.

This framework identified that DHL Express had:

  • Protected their...

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