data pulse #14
Data and technology can be used to make people’s lives easier, and continually tell the brand story to customers and colleagues. It can also be used to insert the brand story into customer’s own stories
Hate waiting in for a parcel ?
DPD delivery tracking now allows customers to track the van that will be delivering their package. The ability to view detailed delivery information – expected delivery time, queue number, the name of the driver and their precise location at any time – means customers have all of the information they need, visibility of the journey, and the most up to date expected arrival times.
This allows us to more easily plan our day and make sure they are at home at the right time – DPD’s delivery service is augmented with an information service so it moves from just being like another courier to being informed delivery, using data to build a brand story that is consistently delivered. DPD looked at the customer journey and customer’s story and used data and technology to create a role for the brand.
Data and digital has been used to create an added value service building strategic and operational capability that is driving L4L growth. it started with a customer problem that could be solved by creating a new data-driven added value service, that was better for customers ( less waiting in), simpler for colleagues ( more deliveries right first time) and cheaper for dpd, ( less miles per parcel =£££)
data used to create story in many brands
Many other brands have made this same link of data and technology to give customers control in this way, be it Uber, Manchester Taxis. Retailers are also using it to improve internal effectiveness for customers: Asda supermarkets track their delivery lorries and let store colleagues know where and when they are arriving. this allows breaks to be scheduled and teams ready to receive, unload and refill the shelves just in time.
Another story of how data-driven customer thinking adds value.
Try this one as well: