Marc Bourdon, President, CMA CGM (America)

https://www.cma-cgm.com
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Marc Bourdon

Merchant shipping is an ancient business that has evaded many of the benefits of recent technological change. Our industry lauds physical advancements, like the advent of the container or the deployment of ultra-large container ships. These innovations are significant, yet stand in contrast to the technological change of the information age and the software and devices that are ubiquitous in our daily lives.

Shipping is now adopting technologies that have rapidly changed other industries, bringing the advantages and challenges of digitization. The introduction of new tools for carriers and cargo owners has been slow by some measures, with regulatory and international barriers affecting their implementation and return on investment. These barriers seem unlikely to change in the near future, and technology has and will find ways around those obstacles. For example, cloud computing is reshaping how we manage information (big data) and use it (predictive analytics) to meet customer’s requirements for visibility, reliability, and tighter lead times.

Data-driven processes are having a profound effect on personnel requirements, too. As more processes automate, skill sets must emphasize analysis and interpretation to create customer-focused solutions and improve the customer experience. These skills blend shipping domain knowledge with mathematics, programming, and the ability to communicate findings. This combination can be difficult to find, so we are looking within and developing an agile mindset in individuals and a culture of digital innovation.

CMA CGM’s corporate transformation will modernize our relationship with existing customers, access new types of customers, and transform their experience. Customer experience elevates how an organization delivers its services to the same plane as what it delivers. It increases customer loyalty and differentiates the offering. To maximize the efficiencies of a much more consolidated industry, 2018 will see new talents develop in our company — and industry — to accelerate the benefits of digitization.