DHL 2011 Annual Report Download - page 119

• Tapping new online markets: We are taking advantage of our expertise in physical
communications to o er competent electronic communications.  e internet is
already facilitating customers’ access to our services, allowing them, for example,
to calculate and purchase postage and also locate retail outlets and Packstations
online and by mobile telephone. We are investing in future growth areas in all
our businesses: beyond our -Postbrief product, our platform for secure electronic
communications, we are active in the growing industry of online advertising. We
operate Europe’s largest platform for targeting (online advertising space marketing),
provide the largest online German marketplace for journalistic content, and we are
the  rst parcel delivery service in Germany to operate its own shopping portal. New
user-friendly features beyond its basic features will be added to the -Postbrief.
 division
Our “” strategic programme extends to four areas:
• Employee motivation: Our employees are very important to us and constitute our
main competitive advantage in retaining current customers and winning new
ones. Our Certi ed International Specialist  training initiative ensures that
employees have the requisite knowledge of the international express business at
their disposal.  e programme additionally reinforces the team atmosphere in and
loyalty to the division. All employees in international shipping, whether couriers
or call centre sta , are expected to consider themselves  ambassadors and place
the customer at the centre of their work. We regularly honour employees who have
proved to be outstanding International Specialists through special achievements.
Since September , all our employees have been -certi ed.  ey are now being
trained in additional modules speci c to their functions.
• Service quality: We are increasing our focus on promoting customer loyalty through
high service quality in order to di erentiate ourselves from the competition. To
this end, we keep a constant eye on changing customer requirements and adapt our
services accordingly. We are improving our work ows to make us the provider of
choice when it comes to speed, reliability and cost-e ciency. At our quality control
centres we track shipments globally and adapt processes dynamically to enable us to
guarantee quick delivery, even in the event of unforeseen circumstances. Reliability
and speed are vital to our position as experts in international shipping.
• Customer loyalty:  e customer is always the focus of attention of our approximately
, employees. We make it as easy as possible for our customers to give feed-
back on our performance, from conventional customer service to in-person surveys.
Moreover, we use our First Choice methodology constantly to review customer be-
haviour and customer response and to draw the necessary conclusions, starting with
the customer’s very  rst contact with the call centre, internet site or sales employee
all the way to delivery of the shipment to the recipient and invoicing.
Glossary, page 
Deutsche Post DHL Annual Report 
Group Management Report
Outlook
Strategic focus
113