The Agile Brand with Greg Kihlström®: Episode #664 Summary

Title: Tying CX Outcomes to Commercial Goals with Markus Engel and Linzi Hindle at DHL
Release Date: April 16, 2025
Guests:

• Markus Engel – Global Head of Voice of the Customer, DHL Supply Chain
• Lindsay Hindle – Director of Customer Experience, DHL Supply Chain

Introduction

In Episode #664 of The Agile Brand with Greg Kihlström®, host Greg Kihlström engages with Markus Engel and Lindsay Hindle from DHL Supply Chain to explore the intricate relationship between Customer Experience (CX) outcomes and commercial goals. Recorded live at the Medallia Experience in Las Vegas, the discussion delves into successful CX strategies, the integration of technology platforms, and the symbiotic relationship between employee and customer experiences.

Guest Backgrounds

Markus Engel
Markus Engel brings two decades of experience at DHL, initially serving as an internal consultant before transitioning to DHL Supply Chain. His expertise lies in sales strategy and customer centricity, culminating in his current role as the Global Head of Voice of the Customer. Markus is dedicated to expanding DHL’s customer engagement programs to better capture and act upon customer feedback.

Lindsay Hindle
Lindsay Hindle has been with DHL for 15 years, with the last five dedicated to leading customer experience initiatives in the UK and Ireland. Her background in call center management for a UK-based financial institution has equipped her with robust B2B and B2C customer service skills. At DHL, Lindsay focuses on transforming logistics services into differentiated, customer-centric offerings.

Evolution of CX Strategy at DHL

Markus Engel outlines the transformative journey of DHL’s CX strategy:

• Early Practices:
  “[...] we always had a customer survey, how we call it, and that was only every second year very long until we got real feedback and we analyzed, went back to the customer and you name it” (03:16).

• Introduction of Customer Experience Management:
  Approximately nine years ago, DHL introduced a more dynamic Customer Experience Management system. This involves continuous online surveys, real-time feedback analysis, and proactive follow-ups with respondents, enhancing the agility and responsiveness of their CX initiatives.

• Future Strategy – 2x30:
  Looking ahead to 2030, DHL’s new strategy, termed 2x30, emphasizes doubling growth with customer delight as one of its four pillars. Markus highlights the aim to institutionalize customer feedback mechanisms further, ensuring sustained improvements and deeper customer insights (04:44).

Role of Employee Experience in CX

Markus emphasizes the interconnectivity of employee and customer experiences:

• Four Bottom Lines of Strategy 2030:
  DHL focuses on being the investor of choice, employer of choice, provider of choice, and achieving sustainability. These elements are interdependent, fostering a holistic approach where improvements in employee satisfaction directly enhance customer experiences (05:33).

• Success Metrics:
  DHL has observed growth across financial performance, employee satisfaction, and Net Promoter Score (NPS), underscoring the effectiveness of integrating employee and customer-focused strategies (06:25).

Technology and Platforms in CX Strategy

Adoption of Medallia:

• Transition to Medallia:
  Four years prior, DHL shifted to Medallia for their CX management platform. Markus credits Medallia for enabling the “next S curve” by providing advanced text analytics and an accessible app interface, facilitating real-time tracking and data democratization (07:30).

• Data Integration:
  DHL leverages Data Lake and Data Warehouse solutions to amalgamate diverse data sources securely. This integration allows for comprehensive correlation analyses, enhancing the ability to link CX metrics with commercial outcomes (07:21).

• Innovative Reporting:
  Utilizing Generative AI, DHL now employs push reports that deliver summarized insights directly to executive inboxes. This approach ensures that key stakeholders receive actionable data without navigating complex systems (08:39).

Challenges and Success Factors in Tying CX to ROI

Overcoming Barriers:

• Persistence and Incremental Steps:
  Markus advises leaders to “start small” and seek evidence of relationships between CX metrics and business outcomes. By identifying patterns and demonstrating correlations, organizations can build a compelling case for integrating CX with commercial goals (09:58).

• Data Accessibility and Stakeholder Engagement:
  Ensuring that relevant teams have access to actionable data fosters ownership and accountability. This transparency motivates teams by showing the direct impact of their efforts on financial performance (08:39; 17:52).

Global and Regional Strategies

Collaborative Approach:

• Global Vision with Local Execution:
  Lindsay Hindle discusses the importance of aligning global strategies with regional implementations. Through open and humble relationships across regions, DHL ensures that all teams are “pointing in the right direction” while allowing for local innovation and adaptation (19:05).

• Strategic Partnerships:
  Collaborations with firms like Ipsos have enabled DHL to conduct region-specific research, enriching the global strategy with localized insights. This synergy enhances the overall effectiveness of DHL’s CX initiatives (18:00).

Staying Agile in Roles

Continuous Learning and Adaptation:

• Markus Engel:
  Markus stays agile by attending conferences, engaging with CX experts, and fostering inter-unit collaborations within DHL. This approach helps him stay updated on industry trends and incorporate diverse perspectives into DHL’s CX strategy (11:02).

• Lindsay Hindle:
  Lindsay maintains agility by participating in user groups, leveraging insights from B2C examples for B2B applications, and encouraging idea exchanges within her team. Regular collaboration and openness to revisiting past ideas keep her strategies fresh and responsive (20:00).

Notable Quotes

• Markus Engel on Data Integration:
  “We went completely online. [...] We are working with Data Lake Data Warehouse and we load all our data [...] to really see the correlations and see how it's all working.” (06:51)

• Lindsay Hindle on CX Differentiation:
  “For us, I think it's a real differentiator in logistics. [...] moving ourselves from being a commoditized business into something that's really, you know, powerful for our customers.” (13:43)

• Markus Engel on Technology Impact:
  “The capabilities they're bringing [Medallia] just allows us to do the next S curve. [...] democratize access to the data.” (07:30)

• Lindsay Hindle on Team Motivation:
  “It's actually me handing it over to say, this is your insight, this is your information. How can we help? How can we collaborate to make a difference for you and your teams.” (17:28)

Conclusion

Episode #664 of The Agile Brand offers an insightful exploration into how DHL Supply Chain effectively ties Customer Experience outcomes to commercial goals. Through strategic use of technology platforms like Medallia, fostering a culture of data accessibility, and integrating employee and customer experiences, DHL exemplifies an agile approach to sustaining business growth and customer satisfaction. Markus Engel and Lindsay Hindle provide valuable perspectives on navigating complex logistics operations while maintaining a customer-centric focus, offering actionable insights for leaders aiming to enhance their own CX strategies.

Learn More:
For additional insights from Markus Engel and Lindsay Hindle, visit the show notes and follow the provided links to DHL and Medallia resources.