Through interviews and collaboration with dozens of future users from different parts of the world, members of APM Terminal’s Global Operations, IT and Commercial departments are building a platform that reflects the diverse needs of its end users, from customs brokers to booking clerks for shipping lines to truck dispatchers.
“We need to understand their daily work down to the details of the daily tasks. Who is Rick the truck dispatcher? What does he require to do a good job, who does he contact the most during the day and how, does he use a smartphone? What makes Rick happy and what frustrates him about his interaction with the terminal?” says Brian Hibbert, Head of Operations Technology at APM Terminals.
Once they understand the people and the requirements and challenges of their jobs, APM Terminals can tailor the services and information available on the new platform to each type of user group. Truck dispatchers, for example, want to know about container availability, gate access, traffic and if any cargo is going the same direction, among many other things depending on whether the terminal is in Onne, Nigeria or New York or Itajai, Brazil.
Wendy Robertson, GM Operations in APM Terminals in Mobile, Alabama is convinced this is the way to go: “Our Commercial Dialogue Platform will differentiate APM Terminals and give it an edge to better serve the customers – more quickly, accurately and with greater visibility.”
An evolving platform
“The platform will be very flexible and intuitive. We want people to enjoy using it, to do business and also interact with each other and us in a social business kind of way,” says Nicholas O’Neill, Head of APM Terminal’s Digital Operations.