The intersection of the user and technology creates the opportunity to provide a unique and powerful customer experience. That is the mantra for FedEx, which prides itself on using technology and superb customer experience to yield customer loyalty.
During the May 26 session titled, “Today’s Personalization is Broken. Learn the Breakthroughs that Work!” at the 9th annual Loyalty Expo, presented by Loyalty360 – The Association for Customer Loyalty, Mike Rude, Managing Director of Marketing, FedEx Corporate Services, told attendees that it’s important to think digital and mobile, “but we got enamored by that. Make it as cross-functional as possible.”
FedEx runs on HATI (Humans, Automation, Transactions, Interactions). By the pickup and delivery of millions of packages a day, FedEx has the opportunity for millions of face-to-face customer interactions.
FedEx creates technology to empower drivers to proactively manage the customer experience. The company leverages technology and the driver relationship with customers to capture: Sales leads, customer requests, and customer messaging.
“We create closed loop, real-time feedback to the courier that empowers and drives the customer experience,” Rude explained. “The No. 1 loyalty driver is our drivers. How do we operationalize that data every day?”
FedEx drivers deliver outstanding personalized customer interactions through the innovative use of handheld technology that allows drivers to identify and communicate potential leads and upsell opportunities.
“Sales staff can act quicker and with more information for a personalized experience and higher acquisition rates,” Rude said.
What’s more, FedEx has seen a 10X increase in the number of successful leads using automated driver leads technology.
Driver-driven information adds to the FedEx ecosystem, building an enterprise view of the customer. As a result, FedEx deepens customer relationships with drivers and influences personalization decisions and enacts customer requests.
“Driver data is one touch point of our customer data ecosystem,” Rude said. “As customer information from omnichannel grows, customer solutions are proactive and anticipatory.”
The use of customer data improves FedEx’s ability to engage and personalize the customer experience, Rude said.
“We measure the heck out of loyalty,” he said. “That’s the name of the game.”