Maersk Reinvents Logistics Customer Experience With Digitization
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Maersk Reinvents Logistics Customer Experience With Digitization

Photo by:   Galen Crout, Unsplash
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Pamela Benítez By Pamela Benítez | Junior Journalist & Industry Analyst - Mon, 01/24/2022 - 13:11

Maersk reintroduced an API-based and back-end website to provide a digitized logistics customer experience through personalized services, real-time platform synchronization with predictability features and fastening bureaucratic processes in the bill of lading drafts and cargo release orders.

As part of its logistics solution through digital innovation and driven by a supply chain management focus, the logistics giant A.P. Moller-Maersk has redesigned customer attention experience through its renewed website “so that people can concentrate on developing their business and not worry about logistics.” 

The company’s simplified logistics processes aim to accompany the customer end-to-end, from the moment it decides to partner with Maersk until the cargo order reaches its final destination. It also seeks to promote a problem-solving system through predictability technology.

“’Where is my cargo? What is the next step? What are the outstanding activities? When do I need to complete XYZ actions? What is the depot address where I can pick up or return my containers?’ These are some of the questions that our customers struggle with and here is where our website comes into the picture. We want these questions to be all answered beforehand, predict them so that our customers won’t even need to ask - all is provided upfront,” reads the company’s announcement.

Maersk also reported that the redesigning of its website included the use of platform and tech teams, website user experience and user interface experts. These have allowed customers to place bookings via the website and now 90 percent of them are choosing this alternative.

The customers’ benefits for booking online include full management and access control, transparency and upfront planning possibilities. The platform is designed to facilitate self-service, proactive information, overview notifications and a quick access feature for documentation. 

One of the top platform successes is the simplified process in the bill of lading (BL) or transport document bureaucratic processes needed after a reservation placement. Therefore, the platform makes visible the requirements needed, such as cargo and commodity information and the Verified Gross Mass (VGM) details, intending to avoid container-loading delays due to diverse customs restrictions in different countries. 

In addition, Maersk’s website provides tutorials and informs customers about mandatory documentation and needed information through internal automated processes. For instance, the platform sends the customer a BL draft to fill out within minutes, a process that used to take up to six hours and performs similarly with invoicing, with the possibility of adding as many features as needed.

“Customers can also choose to add more services, including additional inland delivery, or customs services, warehousing, and insurance. All of these enable them to customize the services they look forward to from a partner and manage their integrated logistics.”

The company announced its ambition to reform the way logistics processes operate and shape digital transformation on the go.

“This is a journey that takes time and trials, but it is a digital transformation that we want to shape with the collaboration of all our internal teams, guided by the feedback of our customers.”

However, Maersk is not only focusing on having a logistics high-performance, as it recently shared its contribution to leveling the playing field in the supply chain and the automotive sector through gender diversity and inclusion.

“We have a good representation of women in warehouses, handling merchandise, cranes and trailers, but in top management, everything is very different. By 2025, we want to have twice or more participation of women in managerial and vice-presidential levels. We want to go from a 15 percent participation to 40 percent in director-level positions. The current participation in VP levels is 18 percent and we want to raise it to 37 percent by 2025,” said Alexandra Loboda, Managing Director Mexico & Middle America, Maersk at CIIAM

Photo by:   Galen Crout, Unsplash

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