DHL USA wins top award for service quality campaign

DHL announced today that it has received a PR Platinum award from PR News, the highest honor given by the public relations industry magazine. DHL won in the Employee Relations category for the successful launch and execution of its “I’m On It” campaign. The campaign articulates DHL’s brand promise of delivering a superior customer experience into employee terms by innovating internal communications to drive positive business results.

DHL’s internal brand campaign provides a platform that explains employees’ roles in a customer-driven culture by focusing on taking ownership of issues in order to achieve the highest levels of service. “I own it, I am accountable, I am responsive and I will follow through,” are key messages behind the campaign.

“The ‘I’m On It’ campaign is more than just a slogan, it has galvanized the Company towards the common goals and focus of responsiveness and taking ownership,” said Karen M. Jones, Senior Vice President of Corporate Marketing and Communications for DHL. “Internal surveys reflected the campaign’s success in helping engage our workforce, bridging gaps where needed, and driving individual actions to focus the company on service and responsiveness.”

The campaign has been infused into all communications activities including materials focused on employee heroes, executive communiqués, townhall meetings, web casts, all-employee launch events, executive voice mails, posters, scripts, field communications, employee recognition/awards and ongoing communications.

“I’m On It” remains central to the DHL culture and has been incorporated into additional recognition programs, new hire orientation and training programs as well as recruiting material. The internal brand campaign continues to be an agent of behavioral and attitudinal change that drives exemplary service globally and service excellence initiatives.

DHL was sited in a recent issue of BusinessWeek as one of the top 100 Best Places to Launch a Career, as well as honored earlier this month with the third annual Carrot Culture(R) Award for its successful implementation of employee engagement and recognition programs in promoting a customer-focused culture.