Digital platforms have become the heart of the customer relationship, even in industries that weren’t born digital. Yet many companies still think in features and systems. DACHSER, together with Ray Sono, chose a different path: radical user centricity.
Regina Puls, Principal Strategy Consultant at Ray Sono, shares how Ray Sono helped logistics leader DACHSER turn complexity into clarity and why this approach offers a blueprint for other industrial players ready to rethink customer experience:
When we started talking about re-launching the DACHSER customer portal in 2022, it quickly became clear the market was changing fast. Digital-first forwarders were redefining what customers expected: intuitive platforms, real-time transparency, seamless UX. Meanwhile, DACHSER’s service experience varied across business units—Road Logistics had a portal, but Air & Sea still relied on traditional channels like phone and email.
We knew we had to shift the perspective from systems to users. But this shift didn’t happen by chance. DACHSER made a conscious decision to think differently, work differently, and build something that truly fits today’s expectations of logistics.