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DHL To Raise The Bar On Customer Service In Shipping With Launch Of New Nationwide Campaign


PLANTATION, FL -- September 12, 2005

Comprehensive Campaign to Build On DHL Customer-Centric Culture, Demonstrate Commitment to Superior Customer Experience

DHL, the world’s leading express delivery and logistics company, today launched a new nationwide campaign to raise the bar on customer service in the shipping and logistics industry, and demonstrate the company’s commitment to providing superior service to all its customers. DHL will invest approximately $50 million in the new campaign over a four-month period, which will include a nationwide media campaign that will feature new broadcast, print and non-traditional advertising. The official campaign kick-off will take place today in Times Square, New York City, where DHL will be performing “random acts of kindness” to demonstrate DHL’s commitment to go out of its way to help customers succeed and to provide all customers with a superior customer experience.

“At DHL, we want our customers to know that they are at the heart of everything we do as a company. Our core mission is to help them succeed,” said John Mullen, Joint Chief Executive Officer of DHL Express. “Delivering on that mission means providing our customers with the sort of superior customer experience they provide to their customers. It means treating our customers as humans, not numbers or barcodes, it means being flexible and responsive, taking ownership and working closely as a partner to develop solutions specific to each customers’ needs. Everyone at DHL, from our couriers to our customer service representatives to our executives, is committed to delivering on this promise of a superior customer service experience at every touch point.”

A Culture of Customer Service
In line with its mission to raise the bar on customer service and offer the most satisfying customer service experience in the shipping industry, earlier this summer DHL launched a comprehensive nationwide internal communications and employee recognition initiative that engages all DHL employees to take an active role in building on the companywide culture of customer service excellence. This internal program is designed to make certain all DHL employees are empowered to take personal responsibility and to imbue employees with a sense of ownership to ensure a superior customer experience. The campaign includes a program to recognize the contributions of those employees that exhibit the qualities that allow DHL to become even more customer-focused and responsive.

“DHL is much more than scanning, tracking, and tracing. DHL is 170,000 people in the U.S. and across the globe who go out of their way for our customers, not just their packages. As a business based on personal relationships, we recognize that the people of DHL are critical to delivering on our promise of superior customer service,” said Mullen. “That’s why we have put significant resources behind training programs and other initiatives that foster this ?whatever it takes’ mentality to deliver on our commitment to a superior customer experience.”

In addition to existing internal communications and training programs, DHL is implementing a number of new U.S. customer-focused initiatives that are being rolled out over the course of this year and in 2006, including:

Partnership Care Later this month, DHL will launch Partnership Care, a new “white glove” customer care program to provide DHL customers with one point of contact for all their customer service needs, from customized shipping and logistics solutions, to information technology, billing and invoicing.

“Officer of the Day” DHL has initiated an Officer of the Day Program, which engages members of the company’s U.S. Management Board (USMB) in the care of DHL customers of every size. Each working day, a member of the USMB handles direct customer contacts, assuming personal responsibility for making sure the right resources are deployed to address customer service issues and capture business opportunities. The Officer of the Day also takes responsibility for fixing any underlying causes of customer care problems and informing the customer of appropriate solutions.

Customer Service Training Programs DHL is launching several new training programs and initiatives to ensure customers are assisted quickly and receive the best possible service from agents that are fully trained across all product and service lines, and are fully empowered to offer solutions, solve problems and provide the ultimate customer experience. Enhanced training and special tools to constantly measure performance will be employed to ensure all customer service agents consistently offer superior service.

Employee Empowerment Initiatives DHL is also implementing a comprehensive program to equip employees to meet the most complex customer needs, resolve customer care issues and provide additional customer support and guidance “on the spot.” These programs will provide employees with an additional set of tools to deliver on the company’s promise of responsive, flexible customer service.
“Customer Service is Back in Shipping”
As part of its customer service campaign, DHL will launch a new integrated U.S. advertising and marketing campaign. Developed by Ogilvy & Mather with the theme “Customer Service is Back in Shipping,” the integrated media campaign focuses on the importance of the customer service experience.

In a broadcast spot which will begin airing nationally today, a series of vignettes show examples of poor customer service: a waiter overlooking a customer’s need for attention, a flight attendant thumping passengers’ heads with a metal briefcase, a delivery man crushing a parcel in an elevator door. The ad concludes with a DHL courier providing friendly, polite and reliable customer service. The tagline, “Customer Service is Back in Shipping,” reinforces the importance of the human element to an enjoyable customer experience.

“You can expect DHL to continue to maintain its visibility and significant presence when it comes to customer service as we continue to differentiate ourselves and grow in the U.S. market,” said John Pearson, Executive Vice President of Commercial, DHL Express. “We want consumers to know we are a different kind of shipping company ? one dedicated to being flexible, responsive, helpful and human.”

Advertisements emphasizing customer service will also appear in leading business publications and online, as well as on billboards in strategic markets across the U.S.

“Superior Service, Compliments of DHL”
In conjunction with the launch of the advertising and marketing campaign, DHL today kicked-off its customer service drive in Times Square, New York City, with a series of “random acts of kindness” by DHL personnel to demonstrate DHL’s dedication to go out of its way to serve customers and to deliver a superior customer experience. The events began this morning with the distribution of thousands of free copies of The Wall Street Journal to New York commuters as they exited mass transit locations in the city. Throughout the day, New Yorkers and visitors will be offered free taxi and rickshaw rides in Manhattan, as well as several giveaways, including bottled water and umbrellas. Hot dog stands will also grill up and dish out America’s favorite summer snack for free. By performing acts of service and kindness in different ways, DHL aims to demonstrate its commitment to providing the same level of responsiveness and dedication to its customers in the shipping industry.

About DHL
At DHL, Customer Service is back in shipping. Our mission is to provide the most flexible, personable and enjoyable experience in the shipping industry for our customers.

With annual revenues over $32 billion in 2004, DHL is the global market leader of the international express and logistics industry, specializing in providing innovative and customized solutions from a single source.

DHL offers expertise in express, air and ocean freight, overland transport and logistics solutions, combined with worldwide coverage and an in-depth understanding of local markets. Over 170,000 employees are dedicated to providing fast and reliable services that exceed customers’ expectations. Founded in San Francisco in 1969, DHL’s international network links more than 220 countries and territories worldwide. For more information on DHL, please visit


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