DHL switching to a customer-centric database model: NCDM
DHL is switching from a product-centric database model to a customer-centric one.
This was a key takeaway from Susanne Albert, senior manager of database marketing at Plantation, FL-based DHL Express, who spoke on the 2006 National Center for Database Marketing panel, “Strategy & Tactics for a Successful Shift to Customer Centricity.”
“Back in 2003, DHL was relatively new in the U.S. and we really had no choice but to utilize mass marketing for our brand transformation when we acquired Airbone Express,” Ms. Albert said.
“[But] today, we are implementing some very strong customer marketing programs, whereby we are segmenting not only by channels, but by customer behavior,” she said. “We still have a long way to go in the U.S. in terms of identifying our customer segments and understanding the kind of clusters required for customer-centricity.”
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