Battleground for carriers moves to customer service

In the current tough trading environment the new battleground for carriers is no longer rates or transit times but customer service, says Craig McCarthy, Safmarine Western Cape dry sales and cluster reefer manager. “VSAs (vessel sharing agreements) often mean competitors are on the same service which is why it is absolutely vital that sales and customer service work closely together to make a difference.” Having recently returned to the Western Cape after a stint in the Eastern Cape for Safmarine, McCarthy says these are tough times. “It is difficult trading at present with exports still at 2009 levels and challenges around infrastructure and electricity. The petrol price and tax increases don’t help matters in a low growth economy.” But, he says, despite the challenges there are many opportunities out there for companies to do good business and partner with reliable suppliers. And all eyes are currently on Africa. “There is a definite increase in enquiries to Africa. More and more dry and reefer customers are selling into the continent where Safmarine has dedicated offices and staff to assist. The result of this is new products like our Apapa reefer facility that services this market in particular.” According to McCarthy, growing the line’s dry and reefer market in the Western Cape is a top priority. “Our aim is to add value from both a customer service and a sales perspective and build partnerships with exporters and importers in southern Africa.” To achieve this the company has invested heavily in the development of several e-commerce products that are easy to use and assist customers in overcoming many of the challenges around booking and documentation. “For our reefer customers, equipment release is now available from Johannesburg to assist those packing in the north instead of potentially trucking cargo to Durban or Cape Town,” he says. “We also have a new Nigeria product – an off dock facility available for reefer cargo plus a direct sailing ex Cape Town.” During the course of the year new reefer equipment is to be delivered as well, he added. “We also have a Far East reefer drive for 2015, offering good products from Cape Town, Port Elizabeth and Durban. A good direct Far East product into Cape Town has been established which has benefited the retail industry. The reliability of the service has played a positive role when scheduling retail promotions,” he says. INSERT & CAPTION In Nigeria we have an off dock facility available for reefer cargo plus a direct sailing ex Cape Town. – Craig McCarthy