CONFIDENTIAL
Transforming Customer Retention in Global Logistics
Role: Customer research, Product Design, Service Design, UX Design, Product Strategy, Prototyping, Business Model design, Hypotheses design & testing, Storytelling, Stakeholder Management, Workshop Facilitation
Maersk, one of the world's largest logistics and ocean transportation providers, in 2024 explored a different approach to building lasting customer partnerships in an increasingly uncertain logistics environment.
The logistics industry involves many moving parts that customers navigate daily—changing regulations, schedules, forecasting challenges, finding transportation, and delivering on time. The industry's high commoditization had led to transactional relationships with customers, especially medium and smaller ones who represent two-thirds of moving cargo volume.
The project is confidential.
Recognition as a new business enabling customer Partnerships
The challenge of improving customer retention and increasing revenue per customer is an industry problem. Through our customer interviews and research in the Ocean Product team, we discovered what drove the transactional relationships with customers along with their pains and expectations. These insights led to the design of new opportunity spaces for the team to explore, while at the same time differentiate from what the competition had been doing.
We gathered insights from different initiatives, analysed business objectives through stakeholder interviews, and developed hypotheses to test different solutions. Our goal was to launch a small global pilot to validate our approach. A pilot was launched with significant learnings.
30%
YoY revenue increase
18%
Churn risk reduction
67%
Spent more due to recognition
75%
Better perception from before
An innovation program in a corporate environment needs love
The experience reinforced the critical importance of continuous stakeholder engagement, quantifying results clearly, and having active sponsors. In a commoditised industry that quickly shifts to "survival mode," innovative ventures have to continuously prove their value while connecting to both short and long-term business needs.
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