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DHL Freight has embarked on its own journey to a customer orientation. In partnership with Ovum, Gallup, and Strathclyde University it has developed a customer experience maturity model survey.


  • The DHL Freight pilot Customer Experience Management Maturity Model survey helps the leadership team assess its current customer orientation and future aspirations.

Features and Benefits

  • Assesses the DHL Freight pilot Customer Experience Management (CEM) Maturity Model survey.
  • Provides guidance on enhancing organizations' customer orientation.

Key questions answered

  • How do you assess the customer orientation of your organization?
  • Once a gap between aspirations and capabilities has been identified, what do you do next?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages

About DHL Freight

  • A major logistics group

Helping the leadership team assess its customer orientation

  • About the CEM Maturity Model
  • DHL Freight’s CEM journey started in 2013
  • DHL Freight’s results indicate a strong customer orientation, but more must be done to improve its ability to execute
  • The next step for DHL Freight will be to drill down into its omnichannel execution capabilities


  • Methodology
  • Recommendations for enterprises
  • Further reading
  • Author

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