Business transformation

Transforming Maersk from a product-centric to a customer-centric brand capable of delivering personalised experiences at scale.


Maersk were facing massive market disruption from their competitors - from state-funded Chinese carriers to logistics start ups with agility on their side. Maersk needed to transform and adapt quickly. Our ongoing work with Maersk is committed to moving their business from product-centric to customer-centric delivering a personalised, targeted and highly bespoke customer experience across all channels.

CX solution

Since 2016, we have been the global agency of record for Maerskā€™s digital marketing transformation programme. Havas CX's remit with Maersk covers all aspects of their global digital customer experience strategy - from optimising by driving customer preference and purchase behaviours, through to developing end-to-end comms journeys based on data and insights which are then activated through marketing automation platforms. Everything we do is underpinned by a consultative approach to marketing technology and our development of Maersk's marketing customer data environment. We're continuing to optimise Maersk's CX offering through the ongoing development of a personalised customer experience driven by building a sophisticated customer data model.

Business impact

Our initial focus has been on booking conversion. We've delivered $27m in revenue and an 8.6% uplift on completed bookings vs the control group over a six-month period. These results have enabled us to secure further funding from wider Maersk business units to continue with our digital transformation programme.

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