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.