First Choice - Sustainable organic growth through focus on customers and service
Whether it's delivering letters and packages, conducting money transactions or planning complex logistics processes - the more than 500,000 employees of Deutsche Post World Net come into contact with several million customers every day. The relationship between employees and customers is thus of prime importance for Deutsche Post World Net when it comes to maintaining the Group's ability to compete.
This was precisely the reason for the Group-wide launch in 2006 of the service initiative "First Choice", which is aimed at improving the quality of services in all Group divisions. The objective is to make Deutsche Post World Net the first choice of both, existing and new customers. Because only satisfied customers stay with the Group or recommend the services of Deutsche Post World Net to others.
Customer satisfaction is a major factor for the success of the Group, and it has a direct effect on the revenue and earnings situation. Deutsche Post World Net therefore wants to become the market leader for quality and customer service in all of the Group's core markets by 2012.
How exactly does First Choice work?
First Choice is based on proven methods developed in the manufacturing sector and was subsequently adapted to the business processes of the service sector. The objective is to carefully analyze a Group's work processes and level of customer satisfaction in order to identify aspects requiring improvement and to devise appropriate solutions that offer customers added value.
Deutsche Post World Net therefore employs First Choice at all points where customers and employees come into contact with one another. First Choice is introduced with priority where it is needed the most. Employees are in direct contact with customers and learn first-hand whether a customers is satisfied or not. Moreover, they are in a position to register the needs and desires of customers and to determine whether industry trends require new solutions, which Deutsche Post World Net could develop in order to score points with customers.
In building upon the results of customer satisfaction analyses, employees select instruments and measures that can be used to achieve the desired improvements, increase quality and thus sustainably raise the level of customer satisfaction. An important indicator of the level of satisfaction is the so-called "net promoter score", which measures the probability with which customers recommend Deutsche Post World Net to others.
In 2007 alone Deutsche Post World Net launched over 900 First Choice initiatives in 116 countries. Many of these initiatives have already been successfully implemented. For example, 350 new service managers were added to the corporate division MAIL to ensure that letters and packages are quickly and reliably processed.
Since the end of the recently completed financial year Postbank has been making mobile cashier modules available in order to shorten waiting times and allow customers to quickly and easily take care of their money transactions. In selected markets the LOGISTICS division DHL has accelerated the generation of cost estimates for air and ocean freight shipments.
These are only a few of the initiatives that have been carried out under First Choice during the past financial year. They show that the service campaign of Deutsche Post World Net is implemented throughout the Group and in all regions.
First Choice unites employees for a common cause and motivates them to build stable, lasting customer relationships. First Choice is thus the embodiment of the philosophy of the entire Group and its employees. Services are constantly being adapted to meet customer needs. The objective for the current financial year is thus clear: Deutsche Post World Net will continue to accelerate First Choice in order to integrate even more employees and launch the initiative more, including smaller, countries.