Transforming a frustrated customer into a satisfied customer – this is a key objective of customer communication, irrespective of the channel used. It is therefore absolutely essential for companies to adapt to new opportunities for dialog and to develop appropriate strategies. Deutsche Post DHL Group is among the pioneers, particularly in terms of engaging with customers via social media. For many years now, the world-leading postal and logistics group has used the technologies and expertise of USU subsidiary unymira for this purpose. For its discussions with customers and other stakeholders, the Group successfully uses networks such as Facebook, Twitter and YouTube. To enable this, new structures, strategies, resources, and processes were developed, implemented, and continuously optimized across the entire company in recent years.
Compared with traditional customer channels such as e-mail or call centers, social media are much more difficult to monitor due to the large number of sources and communication possibilities. They are also much more dynamic. The challenge facing the customer service department is therefore to identify and evaluate the relevant posts (such as queries, complaints) quickly and reliably from the flood of content and, where necessary, to respond appropriately to these.
The "E-Postbrief" service from Deutsche Post, for example, is a good illustration of how monitoring insights can be successfully embedded in existing business processes. A dynamic link was created between a monitoring tool and a customer service process. In this way, it was possible to respond promptly to queries or customer complaints. Many customers made use of the opportunity for professional, straightforward, and swift interaction with Deutsche Post DHL and were extremely satisfied with the enhanced service.
An additional social media solution that the Group developed with unymira is the Social Media Logistics Newsroom. This newsroom filters and bundles news reports, trends and opinions and supplies the company with all social media posts on the most diverse topics covering all aspects of logistics. With this innovative editorial system, Deutsche Post DHL won the important German online communication award in 2014.
Image: © Deutsche Post AG
We have cooperated successfully with unymira in the area of social media management for many years.
Global Social Media Coordinator