糖心原创

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DHL Express

Christoph Sprenger

Global Head of First Choice

He made customer focus simple enough to put into practice, and powerful enough to scale globally.

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1 min
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“I don’t need another report on the score. I want to know what actions happened as a result.”

— Christoph Sprenger

The challenge

From methodology to mindset.

Across countries, cultures, and functions, a CX program can easily become another process to follow. Christoph wanted something more: a shared way of working where people understood their role in making the experience better.

Christoph Sprenger — The challenge graphic
AI-Generated
The shift

Make it simple enough to act on.

Christoph helped turn a complex, methodology-driven approach into a simple idea people could put into practice: See it. Sort it. Fix it. See the customer issue. Understand what needs to change. Fix it — or find the person who can.

Christoph Sprenger — The shift graphic
AI-Generated
What changed

Give everyone a role in getting it right.

Across 10 customer journeys and more than 120 global markets, DHL brings customer signals across languages into one view, making it easier to see what needs attention and spot patterns. From there, everyone has a role: respond, solve what you can, and get it to the right people when you can’t.

Christoph Sprenger — What changed graphic
AI-Generated

“If an unhappy customer takes the time to tell you why, they’re giving you a chance to improve.”

— Christoph Sprenger

The impact

One simple approach.
Global reach.

220+

Countries and territories reached by the program

1M+

Shipments moving through DHL Express each day

10

Customer journeys connected across the experience

260M+

Records processed since 2021

How the work evolved.

贵谤辞尘… 罢辞…
Tracking feedback across disconnected markets Bringing signals together to see patterns globally
Stopping at the individual issue Looking for what needs to change at the source
Tackling customer issues function by function Bringing the right teams together to solve them
Teaching complex CX methodologies Making the expected behaviors simple and clear

Christoph’s advice

  • Make it simple enough to stick.

    Strip away the complexity. Give people a clear idea they can understand, remember, and put into practice every day.

  • Don’t just train people. Show them.

    Work alongside teams. Demonstrate what good looks like, help them practice it, and give them the confidence to do it themselves.

  • Get leaders visibly behind it.

    Make customer focus something leaders talk about, reinforce with their teams, and hold people accountable for putting into practice.

Christoph Sprenger — advice graphic
AI-Generated

“Customer focus is a contact sport. You don’t move the needle from behind your desk.”

— Christoph Sprenger

Where to begin

Make the expectation clear

Before adding another process, define what you want people to do when they see something affecting the customer. Then help them put it into practice.

  • Define the behavior you want people to demonstrate

  • Make it easy to understand and apply in different roles

  • Show people what it looks like in their day-to-day work

  • Reinforce it until it becomes part of how the organization operates

Christoph Sprenger — where to begin graphic
AI-Generated

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