Bringing the outside in: DHL in the US
Something we passionately believe in at boutiK is that it’s not just about unlocking insights, its about how you make those insights truly resonate within the organisation. In other words, it’s the stories we tell you on behalf of your customers.
With fierce competition in the US shipping and logistics market, DHL wanted to understand how they could strengthen their brand image and drive even stronger brand engagement and usage.
We delivered a series of focus groups across the US, visiting Boston, Chicago and San Francisco in a whirlwind of fieldwork. What made the groups different, though, was that throughout we involved senior business decision-makers from within DHL.
The final output was a strategic brand story. Yes we developed our usual Powerpoint slide deck, but we complemented this with a video management summary that allowed senior Stakeholders to understand from their customers the perceptions and issues around their brand. By enabling DHL to experience first-hand the stories their customers were telling them, our insights gained even more traction internally.