In 2018, Maersk released their new strategic vision of becoming the global integrator of container logistics, connecting and simplifying our customers’ supply chains. For 115 years, Maersk has focused on ocean freight – moving cargo across the ocean. With the new strategy, Maersk wants to move into logistics more holistically, providing their customers with products and services beyond ocean transport.
With this strategic shift, it was essential for Maersk to have a deep understanding of the reality they will be playing into for logistics customers across the supply chain: What are their needs and challenges? How do they make decisions? How can Maersk serve them the best? Starting with these questions, we set out to explore the reality and context of logistics customers across the world in the automotive, retail and chemical industries. Our second project for Maersk, we were excited to continue our collaboration with this legendary Danish company on their quest towards increased customer-centricity.