Here's my beef! Our industry needs a mindset shift

Our industry needs a mindset shift—from a purely transactional approach to a service-driven one. Standing beside our customers. Understanding what they need, even before they know it. Because the logistics industry is one of the most competitive markets in the world, where many companies offer the same ‘product’.

It is the customer experience which sets a company apart.

But customer care is in the details and it can entail a strategic shift in how a company operates.

The key pillars? Reliability, personal contact, proactivity, and consistency.

Previously, a customer might have dealt with multiple contacts across different countries. That local support and knowledge is still there, but trust and communication are improved when each customer has a dedicated contact person overseeing the entire collaboration.  Supporting customers locally and in their own language where possible also helps. A 360-degree customer view. Taking customer feedback seriously – any form of feedback—positive or negative—and keeping customers informed about what you’re doing with it.  It is not rocket science but not all companies are customer-centric in our industry.  Solving customers’ problems before they become problems, ensuring they don’t have to deal with the complexity of logistics.

I believe in collaboration with all stakeholders —in creating a shared understanding before making decisions. But at the end of the day, decisions must be made. I often see people talk endlessly about something without daring to decide. That’s something I always watch for: we must move forward.

Christina Sauter
CCO, Samskip
August 2026