Plain language is a must.
The U.S. government eliminated the $800 de minimis exemption for all imports on August 29, a move that has sent ripples across supply chains, leaving businesses tasked with explaining the change to stakeholders.
Under the new rules, all shipments entering the U.S., regardless of value or country of origin, are now subject to applicable duties, taxes and customs clearance.
For multinational logistics company DHL, the change represents not only an operational challenge but also a test in the best strategy to communicate the change.
DHL outlined how the company is guiding its stakeholders through this shift with clarity, transparency and practical support. Here’s how they handled it.
Preparing internally
“This change applies globally, across all modes of transportation, including express carriers and postal services,” Robert Mintz, senior manager of communications at DHL Express Americas, said.
Internally, DHL has prepared by expanding its customs team to handle clearance, duty billing and inquiries more efficiently, while investing in IT solutions aimed at reducing delays and improving the overall process flow.
For employees, this also means thorough training and briefings to confidently guide customers. For regulators and partners, it ensures open dialogue, Mintz said.
“We’ve been proactive in preparing both our operations and our customers for these shifts,” Mintz said. “This means training our employees to explain the changes clearly, sending direct communications such as letters and email updates, and having our sales teams reach out personally to ensure customers understand how their business may be affected.”
By preparing its workforce at every level and ensuring they understand the change, employees are better equipped to handle inquiries and explain the changes simply, he said.
Defining the change
One challenge DHL encountered was clarifying that the company is not imposing new fees, rather this is a policy change, which can be confusing for customers to understand, Mintz said.
“Our role is to provide clear explanations, direct support and practical tools so customers can navigate these changes confidently and without surprises,” Mintz said.
Being clear is a must during times of change, he said. The company emphasized that its responsibility extends beyond compliance, aiming also to help customers adapt smoothly.
“When a regulatory change of this magnitude occurs, our responsibility is twofold: first, to ensure full compliance with government requirements, and second, to guide our customers through the impact on their business with clarity and transparency,” Mintz said. “Customers count on DHL to be their trusted advisor, not just their shipping and logistics provider.”
External approach
Before the official change in policy, DHL reached customers through early communication, including through educational materials, webinars and one-on-one support.
The company relied on multiple methods of communication to ensure the message reached all stakeholders.
“The best method to deliver this message is a multi-channel approach: combining direct outreach by our marketing and sales teams with digital communications such as email campaigns, website updates, including our Discover content site, and social media,” Mintz said. “This ensures consistency and reach, while also allowing for the personalized guidance customers need to feel confident that DHL is by their side during the transition.”
The Discover content site includes a blog post explaining what de minimis is, what has changed and how it will impact businesses with examples and scenarios listed.
It also explains who is likely to be most affected along with five ways to reduce the impacts of the change.
Beyond clear and concise messages, DHL said it also needed to explain the ‘why’ not just the ‘how.’
“We don’t just share updates, we explain the why, outline the impact and provide solutions so stakeholders can adapt effectively,” Mintz said.
DHL emphasized the importance of plain-language explanations, especially during times of change, coupled with practical tools to minimize disruption. Being clear and transparent maintains trust with customers, he said. Being a reliable resource of information and guidance, builds credibility.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post From policy shift to customer support: DHL explains comms strategy of de minimis change appeared first on PR Daily.
