HELMUT MARANESI, Branch Manager at DSV Logistics SA - Balerna

1)Logistics and other post-purchase steps is not often perceived as crucial in customer satisfaction and e-commerce challenges. What are, according to you, the main indicators to evaluate if logistics services are provided appropriately to own online clients?

We see two main indicators: first, the customer’s satisfaction which is reflected in the number of claims we receive from them; secondly, the extent to which the customer’s activity has developed or is developing as a result of online orders.
 

2) E-commerce is growing at full speed in Switzerland, but international markets are developing their potential as well, throughout Europe and overseas. Why should a Swiss company sell crossborder?

DSV is a global supplier of transport and logistics services with offices in more than 70 countries all over the world and an international network of partners and agents, which makes DSV a truly global player offering services worldwide. Being part of this global network, we benefit from selling cross-border in that we can pick out from a global customer basis though relying on our local workforce and organization.

 

3) What are the key issues in the logistics and distribution area that an e-commerce seller should also consider in dealing with cross-border operations?

Lead times are no doubt a crucial issue to be taken into consideration, as customers are expecting a door-to-door service in a relatively short time (24 hours in Switzerland and 48 hours in Europe).

Customs clearance is also a key element, since Switzerland is a non-EU member and every shipment has to be customs cleared.

Thirdly, our global network allows us to carry out targeted market analyses thus supporting customers in reaching their goals.

And last but not least, a simplified bonded warehousing is our added value service for a simplified management of goods which is imported into Switzerland and then sold online.

 

4) How prepared do you feel Swiss entrepreneurs are, particularly in understanding e-commerce opportunities and challenges? How awareness and knowledge could be promoted further?

It’s difficult to say whether Swiss entrepreneurs are adequately prepared for e-commerce. Certainly, a good e-commerce entrepreneur should be able to perfectly blend operational expertise, strategic mindset and delivery mastery – these are the key agents allowing to build value into one’s brand. In this respect, we should bear in mind that no matter what we sell, we are in the Customer business, i.e. our job is not simply to sell things, it’s tocreate satisfied users: people so incredibly happy with our service that they will spread around our name and good reputation. Admittedly, this is not as easy as it sounds, though understanding this challenge is already a good start.

 

5) You are a global company. From a demand-side perspective, how do you judge the maturity of Swiss market. In what directions should it evolve?

Economy changes fast, the Swiss market will have to adapt faster. From a demand-side perspective, the Swiss market is still young and needs to become more flexible by evolving towards the “new generation” technologies. To quote an example, the next evolution of the internet will inevitably be high-resolution 3D graphics inside a regular browser: instead of seeing flat pictures on an e-shop, users will be guided into a store in 3D where they will virtually pick up a pair of shoes. We are obviously still far from that scenario, though this is the right direction to go and the way is already being paved.

 

6) In case you should set priorities in terms of industries and target countries to be addressed for e-commerce, where do you see priority should be put?

It may sound like a statement of the obvious, but we would give priority to the fashion industry, which is constantly on the move and easily reachable also by young users who are used to surf the net any time during the day and look for the items or accessories most in vogue.

We do not have any specific target countries: generally speaking, we address the European countries.

 

7) How do you differentiate yourselves from competition?

By focusing on service quality.

A further plus point which differentiates us from our competitors is the wide range of services we are able to provide in-house by choosing the right external partners. Specifically, we offer photographic & editing services (in-house fully equipped studio, on-site professional photographer, direct editing and uploading the customer’s stock), as well as a multilingual customer service & call/mail center (EN-DE-FR-IT).

 

8) Why are you supporting Netcomm Suisse and what are the objectives that such an organisation should attain in order to help the market as a whole to grow and get more mature?

We believe Netcomm Suisse is a good stepping-stone for companies starting an e-commerce business. It will contribute to a further development of the Swiss companies as well as of the national economy and DSV will gladly be of the party.