DHL Express unveils DHL Ya program for cash customers
DHL Express announced the successful results of its Customer Cash Stimulation Program called DHL Ya. The initiative is being developed across Latin America with the purpose of providing additional benefits to its cash consumers. (7/3/2003)
The program recognizes DHL’s cash customers’ loyalty with prizes and gifts such as calculators, cameras, CD players and PDAs, among others. When customers come into the Express Center, they fill out a survey and receive a loyalty card that they bring back every time they ship to receive prizes.
According to Jeff Glade, marketing director for DHL Express in Latin America and the Caribbean, “the DHL Ya program is an extremely useful tool that will enable us to better satisfy the needs of our customers and increase the quality of our products and services by acknowledging their input. For the brand, on the other hand, it is a positive way to generate traffic at the Express Centers and position the new DHL image.”
DHL Ya, which started as a pilot program in Ecuador at the beginning of 2003, is being implemented throughout the region and preliminary results of its impact proving the program to be successful.
Some of the findings of the Ecuadorian pilot program showed that the main reason participants mentioned for choosing DHL was speed (26%), followed by confidence (22%), fulfilling promises (16%) and services (14%) and convenience was mentioned by 7%.
The results of the DHL Ya program will be mainly be used to evaluate acquisition budgets, enhance targeted marketing, expand locations where the target audience should be reached and better evaluate partnership opportunities.
