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The
ShipperCustomerJourney TEU
Checklist
Picture a roadmap
that charts the route a customer takes from first
encountering your product and follows him
throughout the sale cycle.
Recommendation
Research
Talk to
Pilot
Purchase
Repeat Purchase
The customer journey is the
sum of all experiences a customer has with your brand.
(which means that even after a sale, the journey is still underway)
Brand Awareness MarketingInbound/ Outbound
ContactSales Quote/ Rate Shipment
Account Management
Sample Freight Customer Journey
Why should freight forwarders care?
Because you need to stick out.
Ever wonder what shippers want?
The same thing forwarders want:
Lower Overheads
Faster Service
Accurate, timely and competitive rates
A relationship that works
The
Facts
Freight forwarding is highly fragmented. The top 10 ocean forwarders only control
10% of the market and the top 10 air forwarders only control ~25% of the market.
Over 20% of shippers believe forwarders don’t communicate openly and
transparently. And shippers are reducing the number of 3PLs they work with.
About 40% of shippers are unhappy with their 3PL’s IT services.
Increased rate volatility means that shippers are shopping around for shorter-term
contracts that shortens customer lifespan.
Source
Source
Source
40%
Source
An outstanding customer journey means that despite
competition, shippers will be knocking on your door.
Get on top of your customer journey.After you break down the stages of your customer journey, assess how
these four factors play a role at every stage.
Required Action
Incentive Problems Showstoppers
What does the customer
need to do to advance?
What is he focused on?
What is pushing the
customer to the next step?
What differentiates the
way you do it from the way
your competitor does it?
Does your customer know
what the next step is?
Is he clear about the
service you provide?
Do they recognize why you
are the best solution?
What is stopping customer
advancement?
Why is the customer
dropping off in the middle?
Click for a sample customer journey map
Dive right into
ways you can improve your shippers’ customer journey7
Improving the Shipper Customer Journey1/7
Embrace multichannel visibility
1
#GoSocial
Increase your visibility by getting out there on all channels, not just trade shows.
Position your business at a thought leader by providing information over social
media and expand on that with press visibility.
Improving the Shipper Customer Journey1/7
#PossibleIdeasForSocialMediaActivity
Tweet latest rate changes
Blog about industry changes
Live-tweet shows you attend
Showcase key clients
Create a brand personality with employee updates
Find us online!
Improving the Shipper Customer Journey2/7
Get online.2It’s how companies interact today.
If an online prospect can’t generate a quote online or, worse, can’t even get in
touch, there’s a serious problem. Your website is the face of your company.
Improving the Shipper Customer Journey2/7
This is how a prospect can quote from the
websites of the top 15 global forwarders:
Online RFP
73%
20%
Telephone
7% In other words:An advanced forwarder
can beat 4/15 of the
biggest global forwarders
online.
Improving the Shipper Customer Journey3/7
Rapid Turnaround
3
Time is money.For forwarders and shippers.
If you can book a ticket around the world in seconds online,
you should be able to book freight shipments too.
Learn more about these experiments
In an experiment with the top 15 forwarders in the world, only 30%
could generate multi-modal spot quotes in less than two days.
Slow quoting means costly overhead for forwarders and shippers…
and more chances to differentiate from these guys.
Quoting faster also means less overhead per quote.
Improving the Shipper Customer Journey3/7
Improving the Shipper Customer Journey4/7
Self-Service4
There’s a reason “Buy it now” beats “Buy it later”.
Revolutionize the shipper customer journey by enabling key shippers
to instantly generate multimodal freight quotes online and enjoy:
Dramatically lower overhead
5% increase in quote win rate
Increased shipper satisfaction
Visibility into shipper activity
It’s an instant gratification generation.
Half of all website visitors will
leave a site if it takes over ten
seconds for a video to load.
See the research.
Improving the Shipper Customer Journey4/7
Improving the Shipper Customer Journey5/7
Competitivevalue
5
It’s not about price.
Research has found that forwarders that
respond to RFPs focus only on
Improving the Shipper Customer Journey5/7
price.
Separate from the pack by providing :
Professional guidance
Comprehensive pricing
Clear, accurate quotes and
surcharge breakdowns
Thousands of forwarders are competing
for business by squeezing margins.
See the research here
Improving the Shipper Customer Journey6/7
Automate.6But keep your relationship manual.
How do your sales executives spend their time?
Research shows that 44% of all time is spent
dealing with internal issues that can be
automated instead of managing relationships.
Improving the Shipper Customer Journey6/7
The more automate, the more
time you free up to provide
customers with better service.
Source: CapGemini 2015 3PL Study
3PL Sales Executive Time Spend
Improving the Shipper Customer Journey7/7
Be there for them. 7It’s not just an account.It’s a relationship.
Improving the Shipper Customer Journey7/7
30% of all shippers don’t feel like communication with
forwarders is open or transparent.
Mistakes are inevitable with complex supply chains.
Keep customers in the loop to win trust (and business) by
being open, honest and prompt.
AKA 30% of shippers could be won over by a forwarder with better communication patterns(
(
The Customer Journey Checklist. Increase visibility with a multi-channel presence
Provide a killer online window-front experience
Provide break-neck service to reduce overhead
Allow customers to generate quotes independently
Differentiate on service as well as price
Automate processes to white-glove relationships
Communicate constantly
Are you giving
shippers what
they want?
Join dozens of forwarders that are
automating quoting, reducing
overhead and winning more business.
freightos.com