Customer Journey Map and Standards in Kuehne + Nagel’s Customer Excellence Project

Project Assumptions Customer Journey Map and Standards

The goal of the project is to increase customer satisfaction. The way to do this is to increase the competence of Kuehne + Nagel employees in supporting their Customers' business. As part of the project, Westhill conducts consulting activities as well as training and workshops for employees and managers in the area of building partnerships with Customers. We have created, among other things, a Customer Journey Map, Customer Relationship Building Standards, instructional videos, and a dedicated knowledge platform.

Gamification platform - Customer Excellence Kuehne + Nagel

Project objectives

The market for logistics companies is becoming increasingly competitive. Many shipping and logistics companies are reaching the same Customers with very similar offers. With such a large choice of partners, Customers do not, of themselves, show a desire to maintain further cooperation with only one logistics company.

Our client came to the conclusion that if they don’t take care of this cooperation in time and at the right level, they won’t be able to develop it in any of the new service areas, and Clients will constantly be looking for new and cheaper options.

The project we did together with our client consisted of 15 stages.

In the first stage, we conducted an extensive analysis of the style of cooperation with clients. We paid attention to, among other things:

  • Cooperation of departments responsible for customer service
  • Documents and procedures in force at the company
  • The manner and form of contact with Customers.

In this way, we obtained precise information on the style of working with Customers, which formed the basis for determining the areas on which we should put more emphasis in the further stages of the project.

Workshop for managers: key stage of the Customer Journey Map and Standards project

We then held a workshop with managers, where we developed a model for implementing a customer-focused culture, defining subsequent activities, roles and responsibilities.

At the training, which was the next stage of the project, managers acquired the competence to support and supervise employees in improving the quality of customer service.

Another activity was the development of common rules of cooperation between the Operations and Commercial departments. The starting point: what customers expect from us in different situations and how we can deliver this to customers.

We conducted a customer satisfaction survey, checking which key elements of the customer service process they care most about.

At a two-day workshop on developing a Customer Journey Map, we described in detail the process the Customer goes through in the process of providing logistics services. We identified the key elements of this process and the actions to be taken to increase Customer satisfaction.

We invited selected representatives of the Operations and Commercial departments to a workshop on developing standards for building relationships with Customers. The result was a set of specific guidelines on how to behave in various situations, as well as materials for more effective service. The standards were made available for feedback from all employees of both departments and then tested. Based on the final version of the material, we recorded instructional videos in which the actors were real employees of the company.

Development of standards for building


  • According to studies conducted by global experts and consulting companies, it is clear that only 10% to 25% of clients sustain cooperation on their own initiative, the rest wait for proposals from the market.
  • Acquiring a new customer is 8 or even 10 times more difficult and costly.
  • The market is dominated by small and medium-sized companies, it is also this group that makes up the largest portion of our Client’s customers, and it is here that the greatest risks of losing them exist.
  • It is estimated that about 70% of serviced Customers manifest logistic needs in further areas of activity in the company where the project was carried out.
  • The customer should be satisfied and satisfied with the service at every stage of its execution. Therefore, it is important to increase, maintain and monitor the quality of the level of customer service.


  • Multimedia platform that is a reservoir of knowledge about the project

  • Customer satisfaction survey

  • Creation of a map of customer journeys

  • Development of standards for building relationships with customers

  • Recording of instructional videos

  • Training and workshops for the Operations and Sales departments

  • Involvement of Operations and Sales department employees, managers and executives, top management, among others, in the project.

Results of the Customer Journey Map and Standards project.

  • The project was presented and discussed in detail at the internal convention “From operational experience to customer experience”, where it was awarded.
  • The initiative launched in Poland is to be spread globally to include every subsidiary of our client.
  • Selected feedback from project participants:

“This is the first project in which he feels involved”.

“During the first training there was a problem that we solved in one day. We had been struggling with it for 2 years!”

“The cross-cutting nature of this project (it involves many departments and different levels) is a powerful experience. We introduced another department’s day in one of our departments. It’s good to get to know each other and see each other’s perspectives.”

“At the ‘kick off’ of the project there was a lot of skepticism, we didn’t want to get involved. Now it’s other employees who are jealous that we are the ones in the room here and not them.”

The customer journey map consists of 94 points of contact! For such an effective analysis, let's see the project in numbers:

23 training and workshop days, attended by 284 people

Overall assessment of the level of customer service at the beginning of the project – 82%

Overall assessment of the level of customer service at the end of the project – 87%

Increase in customer satisfaction by 5%

To what extent would you recommend working with the “company” – before the project – 74%

To what extent would you recommend working with “the company” – after the project – 86%

Increase in recommendations by 12%

Finally, more opinions from participants:

Lukasz Machera
A very well-prepared training and a great atmosphere should be the reason for continuing similar sessions in the future.

Marcin Walenta
I recommend this training for logistics project coordinators (contract logistics).

Dariusz Nowosad
Openness in communication, interaction with the group, freedom and atmosphere conducive to the exchange of opinions and experiences. Loose manner of presenting issues.

Lukasz Grzegorzewski
Positive 100%. Knowledge for practical application in working with people.