Customer Story - DHL Parcel Benelux

DHL Parcel Benelux uses chatbot Tracy to communicate with both shippers and recipients; from businesses and consumers.


Interview with Natasja Wientjes, Customer Service Director

DHL Parcel Benelux is part of the Deutsche Post DHL Group: the world's largest, leading logistics company.

Automation, digitisation, and data analysis enable DHL to improve not only the entire transport and delivery process but also the communication around it. Its customer service team receives inquiries from both shippers and recipients; from businesses and consumers. For an easier and faster service, DHL launched a chatbot in 2019.

Read the interview with Natasja Wientjes, Customer Service Director DHL Parcel Benelux, and discover their conversational strategy and experience with Conversational AI Cloud.

Tracy Chatbot DHL

Conversational AI at DHL Parcel Benelux

What are your expectations of Conversational AI?

"At the end of 2019, we started with a chatbot. We started small to gain experience and then expanded the project quickly. Today the bot is used a lot alongside the traditional telephony and email channels.

Now we want to take the next step, to make the bot more intelligent. We've set the goal to make more digital channels available, to easily answer the more simple questions quickly. First, we want to focus on our consumer recipients.

By starting small, we're able to take time to analyse the data. What questions are coming in? But also: how can we make the bot more intelligent? So not just a scripted bot, not just a standard answer, but include context, such as time. This way we can provide recipients with an answer in the right context. If you expect your package between 1:00 and 3:00 p.m., you'll get a different answer at 12:00 p.m. than when you chat at 1:30 p.m."

Do you have integrations with your own business systems? 

"Yes. At the beginning of this project we put a lot of energy into establishing relationships with our core systems. This way the bot can retrieve the right information and we can extend this with more context. This way we can help everyone with the right answer."

Agile Collaboration

"The best part of our collaboration is that we do it in an agile way. We work in short sprints, which allows us to adjust very quickly and focus on the right things." 

Natasja Wientjes, Customer Service Director DHL Parcel Benelux 


How Do You Stay Connected?

"For me, it's about two things: to use the right channels, but also to set up the backbone of our channels. Otherwise, a channel won't be effective.

As a customer or partner, you want to get an immediate answer via the channel you choose. It is annoying if you don't get an answer via WhatsApp for example and then still have to call. At the same time, if someone contacts you via another channel, you want to have all the information at hand. What was asked and discussed before?

Our strategy is to launch channel by channel, so we can properly set up the backend and the frontend to prevent channel hopping."

How Do You See Conversational AI in 5 Years?

"Do we believe Artificial Intelligence is going to take over humans? To me, it's much more important to ask: do we want that?

We can answer that with a resounding "no". Why? A bot gives support, it can answer questions quickly and easily. A human can do much more: show emotions, think outside the box, act outside processes. I think humans always need human contact.

We are certainly looking to automate and digitise more. For example, we are thinking about voice. At the same time, I think it's the human touch that is the beauty of customer service."

Human and Bot Collaboration

"A bot gives support, it can answer quickly and easily. A human can do much more: show emotions, think outside the box, act outside processes. I think humans always need human contact."


Natasja Wientjes, Customer Service Director DHL Parcel Benelux 

DHL packages

How Can You Improve Customer Experience?

"The first and the last mile are the most important for DHL. How we can improve the combination of experience, tracking, and working with the delivery person? Why do they do things the way they do? Then combine this with data; not only from our systems but also from external systems such as Google reviews.

We'll try to become smarter through analysis and improve based on data. Can a device become even smarter with Artificial Intelligence? Can it then identify the main issues on its own?

There is still a whole world open to us to provide even better services."

When Is an Organisation Ready for Conversational AI?

"That's different for every organisation. You can start using it at any time. For us, it was the moment we saw the need for other digital channels. It's really important to get the backend right, though.

A bot with only standard answers, not linked to systems, has less added value. Our tip is to have a good backbone so that you can quickly and easily provide the correct answer to the user.

Make it more than a FAQ bot, but create a bot that gives really customer-specific, personal answers. That's why we use context. That is a success factor of our collaboration."

Why Conversational AI Cloud?

"For us, after 'starting small', it became clear that we wanted to scale up. From the consumer market to the business market, but also expand to multiple languages.

How neat would it be to use different languages? However, you don't want to rewrite every bot. You want to work from one source, for all languages.

A third important factor was that we wanted to be in control, including over the intelligence of the bot. Our people have a lot of experience with customer service. They write the scripts and do the analyses themselves. This gives them all the freedom, for example, to respond to current events. Think of problems with a truck, or weather conditions like snow. It's very helpful and efficient that with Conversational AI Cloud we are able to include these changes directly in the conversations with the bot."

Always in Control

"We wanted to be in control, even over the intelligence of the bot."

Natasja Wientjes, Customer Service Director DHL Parcel Benelux

DHL Parcel Benelux created Tracy to help customers and businesses stay up-to-date about their parcels. Whether receiving or shipping a package, Tracy can help you.

Watch the demo video with Arman van Lieshout, Conversational AI Cloud product manager, to discover more.

dhl delivery man scooter

What Is the Most Important Learning So Far?

"There are actually a number of them. For example, during the tender process we learned that some requirements, which we thought were logical, were not necessary after all. To summarise three learnings:

  1. Dare to ask what you don't really know

  2. Start small, gain experience

  3. Ensure a seamless handover to a live employee

Discover Conversational AI Cloud

Do you want to help your customers quickly and with great ease? Find out what Conversational AI Cloud can do for you. Build your own chatbot, voicebot, or other conversational application. Read more information or contact us.

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