The question of which part of the business owns the customer experience has been batted about for some time. But at DHL Express Americas, the express-delivery arm of worldwide logistics company DHL, that function most decidedly resides with CMO Christine Nashick, who, while running the day-to-day marketing duties, realized how important customer service was and ultimately folded it into her duties.
“I wanted to impact the customer experience more and more,” Nashick told me. “Nothing is better for the brand than when you get positive referrals from your customers and when your customers stay loyal.”
Nashick, who joined DHL Express 14 years ago, said she embraces customer service and explained why it is an integral part of her brand: “Our brand is exactly what people say about it. It’s important that we manage that perception.”
In this episode, Nashick talks about the ideal customer experience and gives tips based on how she manages it. Her favorite tactic is to measure customer service on “KPH”: Were they Knowledgeable, Polite, and Helpful?
Sounds like smart marketing to me.
Other highlights from this episode of Marketing Superstars include:
- Letting your brand speak for itself (2:17)
- How customer service impacts brand marketing (7:57)
- Creating empathy to drive the brand value (11:27)
- How customer service impacts the brand (17:34)
- DHL’s favorite marketing tactics (19:05)