When in doubt, ask customers

Technology & Innovation asked customers why they weren’t using MyFreight, our only Brexit-compliant freight booking tool. We used their answers to improve the tool and help customers transition in time for the new year.

MyFreight is our only Brexit-compliant booking tool for freight customers. But something was stopping customers from using it.  

To avoid messy bookings, delays and frustration after 31 December 2020, we had to figure out how to move customers to MyFreight from the two old and unmaintained booking systems InfoBridge and Phoenix Web, as quickly as possible. 

Ask them why they haven’t moved yet 

The Ferry and Terminals Tribe in Technology & Innovation did a feature comparison, an online survey and interviews with customers and colleagues from Brexit-affected business units to gain insights on user satisfaction for MyFreight compared to the old booking tools. They wanted to find out what was keeping customers from making the switch. It turns out it was largely a case of old habits dying hard and that they missed a few features: 

“There wasn’t a huge difference when we looked at customer satisfaction ratings with the old platform versus the new one,” says UX/UI Designer Anika Mitteregger. “Based on what we learned from talking to customers we were able to pinpoint what we could do to assist them with the move. We’ll shortly be introducing new requested features in MyFreight, where customers can see all bookings in one view and get multiple booking confirmations in a single email. The tool will also include an improved user guide and FAQ. 

The big picture 

“In the bigger picture, it’s important to have our customers on the same platform. Not only is it easier and cheaper for us to support and develop, it also means that we know that we offer customers the same service. And for customers, it means that they can always be sure that they get digital service that is state of the art and compliant,” says Ferry and Terminals Tribe Lead Jonas Als.  

He continues: “This is a great example of how quickly and professionally we can improve and make a tool even more attractive when customers, T&I and local customer service all stick their heads together.  

Spotting opportunities
Out of this collaboration came aopportunity: We developed an ENS feature (a mandatory Export from UK to EU declaration), adding a new revenue stream to DFDS. This feature also helps drivers avoid showing up in the port of Dover without ENS clearance, risking being held back by Customs and a potential fine. This all contributes to making MyFreight more attractive to customers. However, we’ve not reached the final goal yet of getting all Brexit-affected freight customers to use MyFreight. Our colleagues in the local offices are helping remaining customermake the switch, to make sure the transition is as smooth as possible,” Jonas says. 

Go to MyFreight user guide 

December 1, 2020