Over on Linkedin at the Maersk Line sponsored Shipping Circle Forum, moderator Jonathan Wichmann asked for comments in response to a recent customer sentiment survey conducted by Containerisation International. Maersk and MSC both received relatively low scores in the survey.
Here are my comments.
From my experiences outside containerized shipping, survey results commissioned by and published in a trade magazine are generally indicative but not conclusive. I would also speculate that in most trade publication surveys the smaller customers are the outliers but, because there are more small customer responses, the survey scores get skewed to the smaller customer responses.
Should Maersk Line or MSC be concerned with the CI survey results? Certainly. Should Maersk or MSC consider material investments in trying to change the outcome of next year’s CI survey? No. The CI survey results are unlikely to change unless Maersk and MSC can convince CI to change their survey methodology and add weighting that reflects customer size or volume.
Assuming Maersk Line is already using sentiment and listening applications like Salesforce Radian6 and has real-time internal customer sentiment/feedback systems, efforts to improve customer sentiment should be based on the “big” data vs. anecdotal data from a single trade publication survey that favors outliers. [Read more...]