Case, APM Terminals
“Every morning, we ask ourselves if our customers are happy”
By knowing the customer journey in detail, we can stand out precisely where it counts most for our customers.
Company
APM Terminals
Number of employees
460
Industry
Container terminals
Established
2001
Every morning we ask ourselves if our customers are happy
“We admit it! Our customer satisfaction came from a low level but is now fortunately rocketing up,” explains Henrik Kristensen. “Customer satisfaction means you really have to make an effort to understand every single one of your customers. What are their priorities in various phases? When is it most important for them that we have their backs? And can we end up knowing their needs so well that we can predict situations and, without being asked, suggest solutions in advance?”
Focus on understanding the entire customer journey
“The team from Customer Agency carried out in-depth interviews with cargo companies, importers, exporters and freight forwarders. The customer journey was mapped and analysed, and the knowledge we gained has been a gamechanger for the whole way we see our processes and manage our resources. We have had our strengths and weaknesses defined – and we have had business opportunities defined that can potentially win us market shares.”
Everyone is now a salesperson
“Business success depends a lot on culture and communication,” underlines Henrik Kristensen, explaining how the process has changed in-house behaviour.
“The key for us has been to include all employees in the journey towards optimising our customer experience, customer satisfaction and customer loyalty. The results of all the surveys have been communicated via employee workshops, and the new CX road map, prepared with Customer Agency, has been activated and crafted into a shared tool. In that way, the employees have been an active part of creating a truly customer-centric approach. Everyone has realised how they contribute to sales and every morning they ask themselves: Are our customers happy? That inspires and motivates changes in behaviour.”
We make value visible
APM Terminals has become more proactive in its dialogue with customers. “Getting closer to our customers makes us a better business partner. That’s why we share and celebrate improvements – e.g. the impressive development in our NPS. Then it’s clear to all our employees that customers appreciate the value we create for them.”
Solution
Customer insight survey, customer journey survey and employee workshops
Benefits
Increased NPS, shared understanding of sales, mapping and survey of the customer journey, customer-centric culture