Indicators and innovations to improve efficiency at ports

Presented by NOMBUSO AFOLAYAN

Introduction – Nombuso Afolayan

Ms Nombuso Afolayan General Manager: Commercial & Planning & Corporate Affairs

Member of Transnet Port Terminals Executive Committee

Qualifications • MBA- Finance

• International Oil Supply and Trading from Oxford University • Qualification from the Institute of Charted Ship Brokers

Area of Expertise

• Wide-ranging experience in the Logistics and the Commercial field. • Previous roles comprise of Commercial and Business Development

Executive at Vopak SA and General Manager at Grindrod.

AGENDA

CRM and Vision

Customer Sectors

National Planning – Value Add Management

Innovation – TPT Mobile App

CRM (xRM) – Innovation

Customer Focused Transformation

Customer Focused Key Account Management

WHAT CRM AND INNOVATION IS AND WHAT IT IS NOT…….

CRM and Innovation is not … X A strategy or plan

X It is not a software package, database, website, loyalty programme or customer service programme

X It is not a call centre

X Not a once-off event or programme

X Segmenting the customer database

X Appointing a Customer Relationship Manager

CRM is …

Increasing the value of the company

through specific customer strategies and

innovation

Acompany-wide approach to

understanding and influencing customer

behaviour through meaningful customer

relations to improve customer

acquisition, retention and profitability

It is an entire business philosophy

TPT CUSTOMER SECTORS

• TPT’s customers include some 37 shipping lines, the general shipping industry, vehicle manufacturers, agriculture, steel and the mining industry, freight forwarders, cargo agents and Customs.

• Transnet Customers use our cargo handling services because our services, equipment and infrastructure are safe, efficient and reliable.

Concept

Integrated View of freight Logistics Chain – thereby improving the

efficiency and the cost of doing business

Value Proposition

A World Class service that proactively provides integrated real time

information to enable decision making which leads to a more efficient

and reliable supply chain solution for South Africa and enhanced

customer satisfaction

Strategic Intent

Making South Africa more Competitive by reducing logistics Costs

National Planning continued……..

NATIONAL PLANNING FOOTPRINT

Container Integrated and supply chain visibility and planning

Arrival at Pilot Station 1

Pilot Onboard (Pilot waiting) 2

All Fast (Steaming in) 3

4

Last Line (Departure)

5

Pilot Drop (Steaming out)

6

Terminal Operation

center/planning

Truck Gate Yard 1St Move (Arrival)

Last Move (Operations)

7

A Previous Port

B Next Port

Rail

Bulk Integrated and supply chain visibility and planning

Arrival at Pilot Station 1

Pilot Onboard (Pilot waiting) 2

All Fast (Steaming in) 3

4

Last Line (Departure)

5

Pilot Drop (Steaming out)

6

Terminal Operation

center/planning

Tippler

Yard 1St Move (Arrival)

Last Move (Operations)

7

A Previous Port

B Next Port

Rail

Innovation – TPT Mobile APP

11

CRM (xRM) AND INNOVATION

12

A centralised Customer Relationship Management solution to enhance customer satisfaction and volume growth through means of enabling the key Commercial business process of Customer Engagement, Customer Transaction, Customer Fulfilment and Customer After Sales Service

A centralised Customer Relationship Management solution for Transnet which will allow for a single database of Customer related information to provide customer visibility across Transnet and its Operating Divisions

Solution to track all issues and complaints logged by Customers across the Group

Centralised knowledge repository to store and allow for sharing of information regarding customers, trends in the industry, trends against commodities, research information etc.

Solution to support the critical controls identified during the Internal Audit assessments for Group Commercial.

Mobile solution – to equip the Sales force to capture discussions with customers while visiting the customer.

7.40 cm

2.91 Inches

7.73 cm

1.50 cm

4.66 cm

5.66 cm

11.70 cm

4.61 inches

0.50 cm

0.2 inches

0.50 cm

0.2 inches

11.70 cm

4.61 inches

14 PAGE

Develop

Protocol

Implementation

Customer Focused Transformation

The TMS was developed to achieve the growth targets outlined in the MDS; the shift to customer

focus should be embedded in the sales structure through the Key Account Management protocol

Develop the TMS to

meet MDS targets

Customer Focused

Strategy for Growth

Move to

Customer Focused

Shifting Transnet’s

Focus

The sales organisation, through Key

Account Management, has a critical

role to play in Transnet becoming a

customer focused organisation

Standardise the approach of Key

Account Management to improve the

customer experience and capture growth

Transnet developed the TMS in order to

enable the MDS through a customer

focused approach

This strategy segmentation based on

customers needs and buying behaviour

This began a shift in the organisation

towards a customer focused way of

operating

The Customer Activity Cycle allows

Transnet to target each point in the

customers activities

New service offerings developed based

on Customer Activity Cycle

7.40 cm

2.91 Inches

7.73 cm

1.50 cm

4.66 cm

5.66 cm

11.70 cm

4.61 inches

0.50 cm

0.2 inches

0.50 cm

0.2 inches

11.70 cm

4.61 inches

15 PAGE

The customers’ needs inform Transnet’s Key Account

Management Protocol

Previous Transnet Paradigm Customer Centric Operations

Customer Focused Integrated Key Account Management

The Customer Activity Cycle should drive the shift towards customer focused Key Account

Management

Transnet’s Services

Transnet’s Key Account Management cycle and processes

are applied to the customers

Customers

Transnet’s Key Account Management cycle currently

operates in isolation in each OD and business unit (BU)

within an OD

Customers deal with each OD independently

This results in many points of contact for a single

customer

Customers also receives mixed messages

Transnet focuses on the services it can offer, instead of

focusing on customer requirements

Transnet’s Services

Customers

The Customer Activity Cycle is important for customer

focused transformation and should be integrated with the

current Key Account Management cycle and drive the

development of the new Key Account Management

Protocol

This will shift Transnet’s focus to providing services

tailored to customers

It will also enable Key Account Managers to build close

relationships with customers

CRM

Customer

Activity Cycle

Planning

Buying

Production Logistics

Evaluation

CRM

Thank you