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Sailing Towards Growth
Sailing Towards Growth
- Leadership Consulting
- Customer Strategy
- Human Capital Consulting
Anchor Marine Supplies is one of the leading ship chandlers in Singapore. Since 1982, they have provided quality products and services to companies in the marine, offshore oil and gas industries.
Anchor Marine had been identifying and rewarding their customers solely based on the duration of payment terms and delivering services accordingly, without any analysis or strategic plans. There were no other factors taken into consideration, such as browsing habits, customer loyalty, previous interactions and product ratings.
Apart from that, the frontline salesperson was the main customer touchpoint. With only 1 single point of contact, it was difficult to build up customer loyalty. The lack of identification of the various customer touchpoints resulted in frustrated customers and poor customer experience as well.
Despite the fact that both of Anchor Marine’s senior leaders are mature in age, and most of the key managers are in their 50s, there was a lack of systematic succession planning.
Lastly, they had trouble retaining employees, especially those who are younger.
Leadership Consulting
We assisted them to develop a structured and systematic succession plan for all leaders, especially their key managers, to ensure business continuity in the long run.
Customer Strategy
We helped to create a marketing plan to establish Anchor Marine’s strategic direction and positioning. This includes Anchor Marine’s mission, vision and goals, situation analysis, identification of potential customer segments, marketing strategy and implementation of the marketing plan.
To build up customer loyalty and improve customer experience, we aided the creation of specific and detailed customer journeys to understand what customers go through when they engage with Anchor Marine. These information are also useful in shaping customer behaviour for the organisation’s advantage.
Human Capital Consulting
Previously, there was no measurement of employees’ commitment, motivation, sense of purpose and passion for their work and organisation. Thus, Anchor Marine faced high turnover, especially with employees from the younger generation. Through our assistance, an Employee Engagement Survey was conducted to assess the organisational culture and satisfaction levels of staff. On top of that, the survey results were reviewed and evaluated by the management for continuous improvement.
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The retention of key talents (succession candidates) increased from 60% to 80%.
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70% employee engagement rate has been achieved.
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Customer satisfaction has improved from 98% to 100%.
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Customer Retention Rate is estimated to rise from 62.5% to 80%.
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Number of New Customers is forecasted to grow from a total of 5 per year to 5 per administrative staff annually.