Customer Service at Blue Dart Express Ltd*



Case Code : CLINDM 003
Publication date : 2006
Subject : Industrial Marketing
Industry : Manufacturing
Teaching Note : Available
Length : 06 Pages
Price : Rs. 100

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Key words:

Blue Dart Express Ltd., FedEx, Express cargo, Integrated logistics provider, Dart Apex, Dart Surfaceline, Airport-to-airport, Multi-modal transportation, Customer relationships, TrackDart, COSMAT-II, CARESS, SMART, Online tracking system, Tie-ups, Price, Value preposition, Waybill.


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The caselet deals with the case of Blue Dart Express Ltd. (later renamed as Blue Dart Courier Services), one of the pioneers in the Indian courier industry. It highlights the various moves (which includes tie-ups, innovative information technology and managerial practices, and multi modal transportation system) taken by the company towards catering to the customer needs of each customer segment.


   The importance of customer service in the Indian courier industry
   Use of multi-modal transportation system to serve customers
   Implementing innovative in-house information technology tools to better serve the customers
   Strategic sales alliance to provide international services to domestic customers


Blue Dart Express Ltd. (BDEL) posted a turnover of Rs. 422.67 crore (Rs. 4.22 billion) for the nine month period ended December 31, 2005, a 25.27% rise in its revenues over the same period the previous year.

BDEL has steadily consolidated its financial position since the turnaround of the company in 1997. Analysts attribute this steady progress largely to the superior customer service initiatives undertaken by BDEL.

BDEL is one of the leading courier and express cargo companies and integrated logistics provider in South Asia. BDEL was established in 1983 as Blue Dart Courier Services with a capital base of Rs.30,000. In 1998, BDEL offered services across more than 1000 locations. ..

Questions for Discussion:

1. Discuss the various customized services offered by Blue Dart to different customer groups. What according to you are the weak areas of customer service at Blue Dart?

2. Explain how Blue Dart reaped the benefits from its partnerships and alliances with other players in the industry. Discuss the kind of competition that Blue Dart could face in the future.