How is customer service different in the digital age?
Going forward, face-to-face interactions will increasingly be replaced by online contact. Customers these days prefer to access information digitally, which is why user-friendly websites and customer portals are so important. According to McKinsey, 76 per cent of telecommunications customers are satisfied with a customer service journey that is fully digital, compared with 57 per cent satisfaction with traditional interactions.

Is digitalisation changing the way customers search for information?
People these days look for information online and they expect to find it quickly and easily. They usually only explore other channels if this option doesn’t work.

Does social media play a different part in B2B, compared with a B2C environment?
Asking questions or making complaints via Facebook or Twitter is common for private individuals in the B2C environment. As a B2B company, we see queries coming through social media from private individuals who are our end customers, but not necessarily from our direct customers.

How is WWL adapting its website and online tools to this new digital reality?
We have a new process to ensure that any queries and comments  on our website are quickly responded to by the right team, and we plan to set up something similar for other social media feeds. Meanwhile, we’re upgrading our online tools to give customers faster, easier access to crucial features such as vessel schedules, requests for quotations and real-time tracking and tracing of cargo.

What is the ideal future scenario?
We want to offer customers quick, easy access to information via our website and through a dedicated customer portal that has all the relevant data and digital tools available. Studies show that customers who are satisfied with their digital experience make more referrals, and we believe customers will be happier if they don’t need to call or email us all the time to get the information they need.