Page 176 - DMGT546_INTERNATIONAL_TRADE_PROCEDURE_AND_DOCUMENTATION

Unit 7: Logistics and Characteristics of Modes of Transportation

motivates staff by demonstrating their valuable input Notes
provides a means of differentiating the business.
In order to achieve differentiation, TNT has embedded the company’s values – ‘to be a
trustworthy, values-based company with a reputation for integrity, transparency and
compliance’ – into its Customer Promise. TNT claims: ‘Actions speak louder than words
and that when we say “Sure we can”, we mean it’. This ‘can-do’ attitude and positive
mindset affect all aspects of TNT’s business.
The Customer Promise highlights the expertise and positive mindset behind TNT’s
strapline ‘Sure we can’. It shows that TNT listens to customers and can add value. For
example, TNT promises a ‘friendly voice at the end of the phone’. To ensure this, TNT’s
own knowledgeable people deal directly with customers. Its promise ‘to resolve problems
promptly’ is demonstrated by how it intercepts and repackages damaged parcels to avoid
goods being damaged and customers disappointed.
Employees are instructed to be honest with customers – even if there is a problem. This
fulfils its promise ‘not to over-promise’. TNT aims for its drivers ‘to do you proud’ by
training them so there is the same focus on quality customer service throughout the whole
process. Its promise ‘to look after you’ is demonstrated in a variety of ways: by offering a
range of delivery options such as door-to-door delivery as well as online booking which
allows customers themselves to reschedule deliveries where necessary to make things
easier. Its promise ‘to keep our promise’ is upheld by the fact that the standards are set at
the top by the managing director and communicated throughout TNT so everyone is
working to the same values.
Other examples of practical changes to improve the customer experience included an
online ordering service for customer stationery and an online invoicing option for those
customers who want it.

TNT monitors and reviews regularly all activities relating to the customer experience,
both internally and externally, to ensure it remains fresh for both customers and employees.
Communicating the Promise

TNT’s people meet with or talk to customers on a regular basis. They are the public face of
the organisation and represent its brand values. They hear first-hand what customer want
or like. TNT recognises that its Customer Promise will therefore only be effectively
delivered if its employees understand every aspect of the customer relationship. Part of
setting up the Customer Promise involved communicating the change both within the
organisation and externally to customers:

Employees received a letter from the MD announcing the Customer Promise. TNT
also arranged workshops to ensure everyone had the same information. It organised
a job shadowing scheme so employees could understand how their roles affected
other staff and potentially the customer. Alongside this, various communication
tools were used to refresh the messages for all employees. These included a pocket
guide, a key ring, posters, an internal magazine and videos on the intranet
Customers received new literature. These included the MD’s letter, an information
pack for new customers and a regular customer magazine, as well as direct mail
about the Customer Promise to 300,000 existing, lapsed and prospect customers.
TNT also set up a new feedback option on its website for customers to give their
views on the service.

Contd...

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