Consulting project for DHL Express Portugal

: WCC channel improvement strategy

Abstract

Summary: The thesis is written in order to provide hands-on advice for DHL Express Portugal on how to increase sales on their three channels (Walk, Click and Call). In order to do that firstly, the industry context overview is provided. After that customer journey is built based on Call Center and Service Point interviews, supported by survey findings. Next, customer segments are identified based on survey findings and with the help of hypotheses testing. Finally, regression with and without mediation is built in order to understand customer retention antecedents. At the end of the thesis, hands-on recommendations for DHL are provided. Findings: Author finds insights on how Walk, Click and Call channels are currently functioning and what can be done to improve the customer journey. Customer segments identification helps to understand what type of customers are currently using DHL Express and who are their potential customers. Customer retention analysis reveals customer value, service, brand trust as the most significant customer retention antecedents. Customer loyalty acts as a partial mediator in the model. Generally, the author finds that Click channel should be more emphasized as opposed to the other two channels.

Date of Award	5 Jul 2019
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)