Our customers want sustainable and relevant solutions to their complex supply chain challenges. That’s why we’ve created the new Business Unit Industries and Client Engagement (ICE): to give large customers the certainty that when they talk to DFDS, they get a unified, solid, flexible and relevant solution and transport partner. The BU focuses on the paper, metal and automotive industries.
“Many of our large customers have supply chains that can benefit from our full palette of transport solutions in combination. For them, it doesn’t add value to have several points of contacts representing various routes, lanes or corridors. They want to have certainty that someone within DFDS has a complete overview and understanding of their needs and our how we can meet them. They want a cost-effective and flexible solution that matches the complexity of their own supply chain. That’s why we’ve made Industry Client Engagement (ICE): to sell and develop more complex logistics solutions by making the most of the full DFDS logistics network,” says EVP of the Logistics Division Niklas Andersson.
Customers want simplicity
“We did things well before, but we didn’t take full advantage of all our capabilities. We were not sufficiently unified in our sales and marketing approach,” says VP & Head of BU ICE Kasper Damgaard. “The interaction with industrial customers is changing. The nature of their business, their demands and expectations increase in complexity and we need to change along with them. When we use the full force of our strength and capabilities, we can develop a competitive advantage.”
He continues: “I remember in one of my first customer meetings in DFDS, a customer asked me: ‘how come I need to first discuss solutions and pricing with a person in your Ferry division and next week I have to discuss solutions and pricing with another one in your Logistics division? How can I be sure that I get the best price and that you’re aware of all my complex business challenges? How do I know that I’m not missing out of some opportunities within the DFDS supply chain?
”Creating an organisation which can drive a unified approach to our industrial customers, across our divisions, our units and our services, is required in a customer environment that’s becoming more and more transparent and professional,” Kasper says. “We needed to synchronise our commercial approach, unite our expertise in the industries we serve and offer more consistent end-products to our customers. In the end, we need to give our customers the peace of mind that comes with knowing that they always get the best deal and combination of services.”
Overlaps, no thanks
“With a strengthened focus and organisation combining industrial sales and marketing, it’s now easier to share what works and what doesn’t, avoid overlapping work, and approach existing and new customers in the same way – across industries,” Kasper says. “This also allows us to base our decisions on more solid data as we together develop and improve our collection of valuable industry insights.”
ICE is turning into a fine-tuned machine that uses the same tools and structures. In bi-weekly meetings, the team facilitates a “walk through” of each and every strategic account using the same parameters and questions to measure maturity and assess the right course of action.
Yes, we’re progressing
On the results so far, Kasper says: “All our focus industries (paper, automotive and metal) are of course affected by Covid-19. Yet new business has been gained and at the same time we have improved our tender management. An example of this; during the last couple of months, we have won 4 out of 5 tenders for our paper customer, DS Smith. This is solid improvement compared to our traditional success rate. In total, the deal represents around 2,5 M Euro. Also, our sales pipeline has improved substantially due to a strengthened and structured sales process regarding how we work with large accounts. We are in a stronger position, due to our better structured sales process, and this also improves our possibilities of identifying new, potential business opportunities.”