FedEx Takes off into Electronic Research
Federal Express Corporation (FedEx), a pacesetter among national companies in marketing as well as other areas, is already using electronic channels to provide services to its customers and, in turn, to learn what its customers think of those services and FedEx.
"For years, Federal Express has had an ongoing dialogue with its customers," said Robert Hamilton, Manager, Advanced Systems Marketing. "FedEx conducts telephone surveys of customers on a daily basis and regularly uses focus groups to gauge customer satisfaction. Now, computer networks and our presence online are providing us with new channels that yield high-quality information about what our customers are doing and thinking."
Today, Federal Express offers a number of streamlined shipping services that customers can access via personal computers networked to FedEx. More than 60,000 high-volume customers use FedEx's Powership[R] automated shipping system, which allows customers to track packages, request a FedEx courier, prepare airbills, and self-invoice through their PCs. Earlier this year, the company introduced FedEx Ship[TM] software for smaller-volume users. In December 1994, almost 70 percent of the company's volume was processed through automated technologies.
"Automated services allow us to learn in 'real time' how many customers are using which products and services," Hamilton said. "And, we're following up with traditional surveys. It's like a one-two punch. We are getting better information - and more of it - this way. …