In order to increase the value of the business circulating in its terminal facilities, APM Terminals (APMT) is building the industry’s first global social business platform.
John Trenchard, Head of Commercial Planning and Value Based Selling at APMT, said: “Most of our current commercial relationships are with the shipping lines. But there are trucking and rail companies, customs brokers and freight forwarders that we believe make up some of the millions of users of our facilities.
“We know we have a big impact on their supply chains, we just don’t know the details. If we understand who they are, what they need and what our impact is in their supply chain, we can use that information to create tremendous value for them and us.”
Brian Hibbert, Head of Operations Technology at APM Terminals, said: “We need to understand their daily work down to the details of the daily tasks. Who is Rick the truck dispatcher? What does he require to do a good job, who does he contact the most during the day and how, does he use a smartphone? What makes Rick happy and what frustrates him about his interaction with the terminal?”
Nicholas O’Neill, Head of APM Terminal’s Digital Operations, said: “The platform will be very flexible and intuitive. We want people to enjoy using it, to do business and also interact with each other and us in a social business kind of way.
“The problem with a lot of e-commerce platforms in the ‘business-to-business’ segment is they are built by ‘us’ and end up making it easier for ‘us’ to do business, but not the customer. This platform is being built by our target customers because we want a user experience that is second to none.”
APMT’s parent company Maersk are renowned for their social presence, having won ‘Social Campaign of the Year’ in 2012. Its Face Book following has now surpassed two million.