At DHL, We Tailor Support to Each Customer’s Specific Needs: Sarbani Sengupta

How has the role of technology changed the customer service landscape in your experience?

I have seen a massive shift in customer service over the past 32 years. When I started my career in the banking industry, it was all about human interaction—‘touch, touch, touch’. But with the advent of technology, it’s now a perfect blend of touch and tech. Today, customers can generate bills, track shipments, and even upload documents from the comfort of their homes. Our digitalisation tools and KYC portal have made it seamless for customers to interact with us. There has been a sea change in the way we deliver customer service, and I am proud to be a part of it.

How is DHL using AI to enhance customer experience?

AI is transforming our customer experience by powering our chat bots and virtual assistants. We have seen a significant improvement in our live chat functionality, where our executives are now equipped with AI-driven tools that enable them to respond faster and more accurately. We also have fully AI-powered chatbots that can resolve customer queries via WhatsApp, and if needed, escalate issues to our senior executives. While AI is at the forefront of enhancing customer experience, we believe that human touch is essential for exception handling, ensuring our customers receive the best possible support.

Can you elaborate on the role of Medallia’s VOICE tool in improving customer service?

Our Medallia VOICE tool plays a crucial role in improving customer service by collecting feedback from millions of customers worldwide after every transaction. This feedback is then analysed to identify specific root causes of issues, such as delays in courier routes. By drilling down to the root of the problem, we can take actionable steps to improve the customer experience. The insights gained from this feedback also inform our route optimisation efforts, ensuring greater punctuality, reduced transit times, and lower operational costs.

What’s the ‘touch + tech’ approach DHL is taking to upskill employees?

When it comes to upskilling our employees, we take a ‘touch + tech’ approach. We first ensure they understand that technology is meant to augment their capabilities, not replace them. We have a sensitisation program that encourages them to upgrade their skills and work alongside technology. Our AI experts run workshops and leverage online resources to equip our employees with the skills they need to thrive in a tech-driven environment. By partnering with HR, we are able to reach thousands of employees globally and help them develop the skills required to succeed.

How does DHL’s First Time Buyer Program support small and medium-sized enterprises?

Our First Time Buyer Program is designed to support small and medium-sized enterprises (SMEs) by providing them with the necessary guidance and tools to navigate the complexities of international trade and e-commerce. Over a 90-day period, our team members work closely with SMEs to educate them on trade regulations, customs documentation, and digitalisation tools. This enables them to efficiently manage their shipments and grow their business. Additionally, our customer-facing IT team provides sessions to help SMEs leverage our digital tools and streamline their logistics operations.

Can you share more about DHL’s strategy for hyper-personalisation in customer interactions?

Our strategy for hyper-personalisation involves treating each customer as a unique individual, rather than just a segment. We have moved beyond traditional customer segmentation to tailor our support to each customer’s specific needs. This includes customised support for first-time buyers, dedicated relationship managers for top customers, and proactive issue resolution by our customer service executives. By combining human empathy with data-driven precision, we aim to deliver exceptional service that meets the distinct needs of each customer, leveraging our digital platforms to enhance the experience.

What insights have you gained from implementing personalised learning programs for your employees?

A recent case study that stands out is our Customer Service program, where we onboarded a new cohort of employees in Q1 2025. By offering personalised learning paths through e-learning, classroom sessions, and guided learning, we enabled each agent to learn at their own pace and through their preferred channels. The result was a rapid induction into the business, with this cohort delivering exceptional customer service. This experience showcased the power of hyper-personalization in employee development, and we are seeing it become a key differentiator in how our employees deliver customer service.

What is the key differentiator that actually sets DHL apart from the rest?

I believe the key differentiator that sets DHL apart is our insanely customer-centric culture. It’s about serving the customer from the heart and empathising with them in times of need. While technology is important, it’s the human touch and empathy that we provide alongside our tools that truly sets us apart. Our focus on building strong relationships and delivering exceptional service quality is what drives our success and builds customer loyalty.

What’s the way forward for DHL?

Looking ahead, DHL is focused on harnessing the power of our diverse workforce by bringing together experienced and new talent through initiatives like our DEIB program, which drives diversity, inclusiveness, and belonging. We are also investing in new technologies to enhance our service delivery. Our goal is to stay closer to our customers, deliver exceptional service, and continue to be the best in the industry.