2. Overview
• DHL Express is a division of the German
logistics company Deutsche Post DHL.
• Headquarters at Bonn, Germany.
• Employees-275,000.
• Fleet size-27 Aircrafts worldwide.(Nov 2012)
• DHL has access to over 22,200 locations in
India in addition to the global network of over
220 countries around the world.

3. Intangibility Variability
Inseparability Perishability
Characteristics of Services

4. Ads-Cues for Tangibility

6. Heterogeneous in nature

7. Perishable

8. Extended Marketing Mix of Services
People
• Management &
Professionals
• Operations &
support staff
• Student interns
Physical Evidence
• Ads
• Websites
• LOGO
• Product Packaging
• Employee attire

9. Process
Find a Service
Point Location
Get rate &
time quote
Schedule
Pickup
Pickup
Shipping
advice
Shipping
Customs
support
Delivery
Intimation

10. Consumer Evaluation Process
Based on
experience
qualities
Credence
qualities in
case of service
failure and
proper
explanation
provided

11. Total Product Concept
On time delivery/
Non Tampering
Tracking,
Intimation on
delivery, Safe
packaging
Pickup, Storage
Product specific
packaging, RFID
technology
Potential
Augmented
Generic
Expected

12. Service Marketing Triangle
“enabling the promise”
Gurukul trains 3000 employees/ year on
service excellence
“setting the promise”
Through Blue Dart Express, DHL has
access to 22,000 locations across India.
“delivering the promise”
Delivery to the remotest locations
COMPANY
EMPLOYEES CUSTOMERS

13. GAPS Model of Service Quality
Expects similar
Service in India
Perceived
Global leader
Customer Gap

14. Provider Gap
Knowledge (High Value, Time
sensitive, Industrial products)
Service Design &
Standards(High cost-not
suitable for low value items)
Service Performance(Not
delivering on promise time)
Communication (Optional
services not free of cost)

15. Customer Expectation Levels
Ideal
Normative
Experience Based
Acceptable
Minimum tolerable
Packaging, Insurance,
Storage
Door to door delivery
Before time, tracking,
delivery intimation
Non tampering
Delivery on time

16. Factors Influencing Desired
and Predicted Service
Predicted
Service
Explicit Service
Promises
(Door to Door Delivery)
Implicit Service
Promises
(On time, safe and accurate)
Word-of-Mouth
(Optional services are spread)
Past Experience
Zone
of
Tolerance
Tracking, Packaging, On time delivery, No tampering
On time delivery on proper location

17. Customer Perceptions of Quality & Customer
Satisfaction
QUALITY
Qualified
doctors & well
trained staff
SERVICE
Delivery on
time, safe and
accurate
VALUE
Best quality and
service
CUSTOMER
SATISFACTION
CUSTOMER
LOYALTY
Personal factors
(DHL Hapus
Express)
Situational
factors

18. 5 Dimensions of Service Quality
• Cold Chain ExcellenceReliability
• Time frame, DHL BrandAssurance
• Air fleet, Employee attire, Packages,AdsTangibles
• Complaint directly to manager of DHLEmpathy
• Pickup schedulingResponsiveness

19. Cold Chain Excellence

20. Assurance

21. The Service Encounter
Type
Remote
Phone
Face-to-
face
Opportunities
Customer
acquisition
Reinforce
quality

22. Common Themes in Critical
Service Encounters Research
Recovery
Coping
Adaptability
Spontaneity

23. Service Recovery

24. Adaptability

25. Electronic proof of delivery
Coping

26. With the dynamic taking into consideration prevailing traffic
conditions, the SmartTruck is prepared for any situation and can
react accordingly.
Spontaneity

27. Service Recovery Strategies
Act Quickly
Provide adequate
explanations
Treat Customer Fairly
Cultivate Relationship
with customers

28. CASE STUDY ON SERVICE RECOVERY

29. Case Study Source: http://commetrics.com/articles/dhl-
fails-customer-service-test-again/

30. Service Recovery

31. Learn Recovery
Experiences
Learn from lost
customers
Fail- safe service
Encourage and
track complaints

32. Learn Recovery
Experiences
Learn from lost
customers
Fail- safe service
Encourage and
track complaints

33. Learn Recovery
Experiences
Learn from lost
customers
Fail- safe service
Encourage and
track complaints