Maersk places digitization at core of its functions
„Focuses on increasing digitization of customer experience „Plans afoot to achieve global trade digitization „Midst of exploring blockchain solutions to simplify and secure supply chains
The largest global container shipping line, Maersk has affirmed its commitment to bring more digitization to its global supply chain, an effort taken towards simplifying processes to its customers by reaping the benefits of the fast-evolving technology space.
The shipping line launched recently what it called a “powerful” set of tools for turning its vast operational and commercial data into more efficient operations and better products and services for customers.
Having made available several digital solutions in a strategic move to revolutionize supplychain management and worldwide commerce, from its connected vessels to its transportation economics, Maersk Line said it is betting on technology to fuel growth and power logistics globally as well as ensure that the customers have complete supply chain visibility at all times.
It is also in the midst of exploring blockchain solutions to simplify and secure their supply chains and reduce the amount of paperwork.
“We are currently following two large trends in the digital direction. One is to continue to digitize customer experience. That means a customer can get a relevant quote online, book online, submit shipping instructions online, print bill of lading in his office, get delivery order online, download invoices and make payments. Thus, interact digitally throughout the process. We will continue to evolve that,” said Maersk Line Managing Director for South Asia Steve Felder while shedding light on the company’s journey towards digital transformation during his recent visit to Sri Lanka.
Felder shared that the other plan is on global trade digitization. However, the initiative is more of a “broader plan” as it involves working with not just customers but also with the authorities.
“Here a thing like blockchain becomes relevant in terms of security and an orderly trail. So, we are looking to change the way things are done on a more macro level.
We will continue to innovate our services around the evolving needs of Indian customers. That for me is key to facilitate international trade in the context of the country’s growth story,” shared Felder.
According to the South Asia head, Sri Lanka has adapted well to the digitization thus far and almost 100 percent of Maersk Line’s clientele in the island nation are observed to be maximizing on the ongoing technological transformation efforts.
Some of the initiatives introduced by Maersk to drive efficiency include, complete supply chain visibility through the Maersk mobile application that allows instant access to information, an intuitive, flexible self-service application, mymaerskline.com, that makes shipment processing fast and easy, pre-arrival notifications within 24 hours of shipment arrival to reduce idle time, smarter payment solutions online for immediate release of bill of lading (within 90 seconds) and e-bill of lading for faster processing, all which considerably reduces the wait time.
“We aim to transform our customer experience by reducing the complexity through effective use of technology. We believe it should be as easy for our customers to ship a container as it is to send a parcel with a postal carrier,” pointed out Felder.
Maersk Line has been serving Sri Lanka consistently for more than 25 years and is the leading container shipping line in the country. It offers 10 weekly services, which include vessel-sharing agreements, connecting Colombo with global ports with competitive transit times and high schedule reliability.
Since 2016, with the expansion of the Colombo South harbour, Maersk has deployed some of its largest ships, the Triple E class, which are 18,000 - 20,000 TEU ships and amongst the largest in the world to the Port of Colombo.