Narrator : Hi There, Im (insert name of

narrator) from the ALDP team(insert name of

team) and Im going to take you on a journey
of a day in the life of a customer going
through our end to end shipping cycle.
Narrator: Meet Karen Dias. She is manager of
the import team in Mumbai and is responsible
for all back office functions. She is ecstatic
that theyve met their KPIs for the month.
Arrival notices sent on time, invoicing done
within 6 day deadline, amendments actioned
within time frame and disputes actioned
within 2 weeks. Id say shes a pretty happy
chappy.
Karen Dias: Congratulations team on a job
well done. Not only Jalebis for everyone but
Im getting a 5, youre getting a 5, were
aaallll getting a 5!!
Narrator: ookaay then. Lets pop on over to
the LOC and see whats happening there. This
is Rob. He is responsible for ensuring that our
vessels are planned properly so that we sail
at maximum capacity. (add a little bit more
on LOC)

Rob: Yes! Yes! Yes! We have reached our

targets! Our vessels are coming in on time &
working faster saving us more money, money,
monnneeey!. I can smell a 5 in the air
tonight! Whoohoo!
Narrator: Pretty good so far isnt it? But wait
theres more- Martial here, works in trade and
marketing and is responsible for space
allocation (insert more).
Martial: Fantastic! Our vessels are fully
booked more, more, give me more cargo!
Keep them rolling in
Narrator: It looks as if Trade and marketing
are having a good run too. Do I smell a 5 on
the horizon for them as well? Wait. Is that
a frown I see?
Martial: Eish! It seems we have taken too
many bookings and are now over the weight
capacity. Customer services are going to have
to decide which bookings we need to roll.
Narrator: That is a big oopsy. Poor customer
services. Lets go over to see how this
unravels. And here we have a stressed out

Natasha. She is in charge of one of many

strategic accounts in Maersk Line and short
shipments/rollings are not an option to this
customer and had the sad task of breaking
bad news to the customer
Natasha: Aaarrrgggg! What am I going to
do?. How do I tell my customer that we
cannot accommodate his cargo. Our Net
promotor scores are going to take a nosedive.
Bye Bye NPS, Bye Bye PA score 5. I need a
miracle no . I need some antacid. Hello
Mr. Customer Ive ummm just been
advised by trade & marketing that your cargo
is going to be . Ummm rolled because
were . Aahh over the weight capacity on
the vessel.
Customer: What!!! (raising his voice). This is
the 3rd shipment that you had to roll. Do you
even know what youre doing? My plant is
going to come to a standstill if I dont get this
shipment on time.(shouts) Not only do I have
to wait for an ANF, I have to wait 5 days for
my invoice and that to an incorrect invoice !
Now you tell me Ive got to wait?. How am I
supposed to make money and pay my
workers? This is the final straw! Im never

using Maersk Line again!.

Narrator: Clearly not a happy customer.
Heres a question for you. If our business is
centred around our customers, why are our
KPIs causing SILO thinking?
Our recommendation to deliver a
differentiated service is to have a greater
alignment in objectives and breaking SILOS
between internal stakeholders. In our
conversations, our stake holders all have an
appreciation of the importance of the
customers experience. We also recognize that
objectives and performance measures are a
strong influence on the choice made during
our day to day activities. Our proposal is that
we could get a different result in so far as the
customers experience is concerned if we
found some relevant and useful measures in
the LOC and also if we strengthened the focus
on the customer within the GSC. (Add
something else to close off the
recommendation)