Customer Experience Simplification

ODeX Playbook. Change Management Package. [image] A large container ship sailing in the ocean Description automatically generated.

[Audio] We have spent most of our time performing repetitive tasks, such as sharing invoices with customers and agents, sending arrival notices, clarifying invoice queries, and confirming payments. To achieve improvement, we must simplify counter operations, decrease the number of visitors to the counter, and accelerate document release times, including the issuance of delivery orders or export bills of lading for cash customers. By automating these processes, we can facilitate SAP auto-clearance and develop a more efficient invoicing and payment solution for cash customers..

[Audio] ODeX is a digital platform that simplifies trade by facilitating online document exchange and instant payments or confirmations for container shipping customers. It seamlessly connects all parties involved in the transport chain, including shipping lines, freight forwarders, importers, exporters, port and terminals, customs, and banks. With ODeX, these parties can share data and collaborate more efficiently, reducing errors and increasing transparency. By leveraging advanced technology, ODeX streamlines the entire process, from document creation to payment confirmation, making it easier for everyone involved to do business..

[Audio] ODeX is a digital platform that simplifies trade by facilitating online document exchange and instant payments/confirmations for container shipping customers. As a global carrier, Hapag-Lloyd offers these services to its customers, connecting all parties involved in the transport chain. With over 100000 users across 10+ countries, processing 500 million documents daily, ODeX has successfully expanded globally, covering multiple regions and offering a wide range of digital solutions, including instant payment, payment wallets, trade financing, and more..

[Audio] With ODeX, customers can request and make payments digitally, streamlining the process and reducing paperwork. By using ODeX, customers can access their shipping information, track their shipments, and receive updates on their cargo's status. The platform provides a secure and efficient way to manage logistics, making it easier for customers to do business with Hapag-Lloyd..

[Audio] Data Sharing Mechanism plays a crucial role in streamlining our processes. Relevant data is shared seamlessly across systems, ensuring transparency and efficiency. When an invoice is created, it is automatically sent to ODeX, where it can be accessed through the Invoice Dashboard. Similarly, when an arrival notice is created, it is sent to ODeX, allowing us to track its progress on the B/L dashboard. Container releases are also copied to ODeX for DO release module tracking. A copy of the email payment advice or MT 942 from the bank is received directly by ODeX, enabling payment confirmation automation. Additionally, REMADV is sent by ODeX to Hapag-Lloyd based on customers' selected invoices for payment, facilitating SAP auto-clearance. By leveraging this data sharing mechanism, we can significantly reduce errors, improve communication, and enhance overall customer satisfaction..

[Audio] From SDC, the customer gains access to their Bills of Lading, allowing them to plan their imports and fill their instructions. Standing Instructions enable them to manage repetitive business. Our goal is to obtain high-quality information as early as possible. We'll establish a deadline prior to the start of the General Service Coordinator. The coordinator has an overview of the instructions received and can identify any missing submissions. We'll implement follow-ups to ensure completeness. Initially, these instructions will be handled manually, but automation will follow. We aim to complete all instructions before the batch run. This streamlines the process and improves efficiency..

[Audio] The setup enables the automatic exchange of bill of lading data between ODEX and the implemented country. Upon SDC flag, bill of lading data is sent to ODEX. The setup also allows for the automatic exchange of invoice data, arrival notice data, and container release data. Moreover, it enables the automatic exchange of remittance advice as a service provider and as a payment bank. This facilitates seamless communication and reduces manual processing efforts..

[Audio] ODeX's digital marketing and promotion strategy focuses on leveraging digital channels to reach our target audience. We utilize email campaigns, social media platforms, and targeted advertising to promote our services and engage with potential customers. Our goal is to create awareness about the benefits of using ODeX's connected trade platform, highlighting how it streamlines the last mile of the transportation process, improves customer service, and increases transparency throughout the supply chain. By showcasing the advantages of digitalization, such as reduced paperwork, increased efficiency, and enhanced sustainability, we aim to attract new customers and encourage existing ones to adopt our platform..

[Audio] We propose a specific scope and effort investment to guarantee a timely rollout, adoption, and balance between innovation and change requests. Currently, customers are able to make payments to HL accounts through ODEX, which ensures reconciliation and updates SAP. We are assessing whether a payment gateway similar to PayCargo could streamline the process flow and facilitate easier payments for customers..

[Audio] The digital marketing and promotion strategy involves distributing all invoices sent by Hapag-Lloyd to ODeX, where customers can register and sign up to request invoices and handle payments through various channels, including wallet, bank transfer, internet banking, and cards. On the customer dashboard, customers can view their invoices and make payments, with the option to display all invoices related to the bill-to-party. Furthermore, SAP auto-clearance is integrated, facilitating smooth payment processing..

[Audio] All customers will be registered, ideally with a unique ID, such as a tax ID. Constant KYC reviews will be conducted to ensure compliance with regulatory requirements. Once registered, automatic uploads of all invoices from FIS business logic will be presented to all customers through ODeX. ODeX will serve as the recipient for all Hapag-Lloyd invoices, making freight invoices available to billing parties only. Furthermore, auto-release of invoices to clearing agents will occur via standing instructions, covering date ranges for BL, EX/IM, and other relevant documents..

[Audio] Hapag-Lloyd proposes the following scope and effort investment to ensure timely rollout, adoption, and balance innovation/change requests. The proposed scope includes payment facilitation, bulk payment, current ability for customers to make payments to Hapag-Lloyd accounts, and ODeX ensures reconciliation and updates SAP. The future plan is to evaluate a payment gateway to make the process flow simpler, such as PayCargo, to ensure ease of payment for customers rather than switching applications. The proposal also outlines the delivery order release, handling of delivery orders through ODeX, structured workflow for the counter team to prioritize delivery order requests, and receipt outline for refunds/security deposits. The MVP targets include high-level registration and payment process, automatic upload of all invoices from FIS, business logic to automatically present local invoices to all customers/ODeX, constant KYC review, and automatic release of invoices to clearing agents via standing instructions. The payment process will involve various channels, paid invoices will be flagged automatically, bank payments will be auto-cleared on invoice level, and no manual clearing will be needed. The proposal also includes presenting DO (if needed), requirements currently being further evaluated in India..

[Audio] The customer chooses the invoices they wish to settle through the ODeX portal. Next, they modify the bank reference number and amount on ODeX corresponding to the chosen invoices and update it on ODeX. ODeX verifies the payment notification against the customer's payment request. Upon verification, ODeX confirms the payment request based on the matched details of reference and amount. The system uses SAP AKPP to record the transaction. The SAP system labels the FIS F0020 screen as "paid". Once the payment is confirmed, the documents are released to the customer. The ODeX reference number serves as a tracking tool for the payment. If there's no correlation between the information supplied by the bank and the customer, the system performs a manual check. If a match exists, the system automatically flags the payment as paid..

[Audio] Our goal is to promote ODeX through various marketing campaigns and internal activities. We aim to educate customers about the benefits of using ODeX, including the ability to view and download invoices, make payments, and reconcile payments within one platform. To achieve this, we will utilize email teasers, corporate videos, and LinkedIn posts to share customer testimonials and experiences. Furthermore, we will conduct digital webinars to onboard customers and address their concerns. Moreover, we will arrange face-to-face meetings with larger accounts to demonstrate the value proposition of ODeX. Lastly, we will train our internal teams on the various modules available in ODeX to ensure they are equipped to support customers effectively..

[Audio] The stakeholders play a crucial role in the success of any digital marketing and promotion strategy. Both internal and external stakeholders, including employees, managers, customers, partners, and suppliers, must be engaged and involved from the planning stage to ensure their support and provide valuable insights and perspectives..

[Audio] The various phases of our ODeX Playbook Change Management Package include the exploratory visit, where our team conducts virtual meetings to finalize the project scope, document dependencies, and align the timeline and next steps. We will also define success criteria and identify pilot customers to ensure a smooth implementation process. The process mapping for ODeX will be presented and discussed with our Area and BSD teams for review. In terms of marketing, we will host joint webinars for customers and promote ODeX through newsletters, LinkedIn posts, and a signature campaign. As we approach the go-live date, we will provide hypercare support to our Area teams, identifying potential gaps and managing incidents or escalations. We will also share best practices for a quick and seamless implementation. The entire process will take approximately 14 weeks, with the first 11 weeks dedicated to preparing for the launch. During this time, we will onboard pilot customers, document observations or feedback, and have a sign-off with a penetration plan. At the 10-week mark, we will begin UAT testing, arrange training for users, and prepare test case scenarios. Changes required based on the UAT will be implemented, and we will have a final sign-off from our Area and BSD teams. In the last five weeks leading up to the launch, we will focus on preparation and implementation, providing training for our teams. A one-week buffer will be used to account for any last-minute changes or issues. Finally, as we reach the three-week mark, we will hold an exploratory meeting to ensure everything is in place for the go-live date. On the actual launch day, we will provide hypercare support to ensure a smooth transition..

[Audio] The key milestones ensuring a successful go-live include identifying the county-based complexity matrix, exploratory visits to areas and QSC, pre-visit alignment, deep dive into location-specific requirements, process mapping, sign-off discussions, and UAT testing. These milestones ensure that the project scope is well-defined, dependencies are identified, and deliverables are planned. They also facilitate the preparation of test case scenarios, documentation of test results, and the rollout of the ODeX solution..

[Audio] The governance model consists of several working forums established to ensure alignment with regional and headquarters teams. The PMO leadership team, comprising Pramesh, Bjoern K, Amol, and Ankit from ODeX, holds weekly meetings every Monday and Friday at 12:30 PM, lasting 60 minutes. Separate meetings for each rollout involve participants from OGIC, ODeX Regional Project Team, BSD, RCS, and BA CE (optional), held every alternate day with 30-minute durations. Coordination meetings across workstreams, featuring Treasury Accounting, OGIC, ODeX Regional BA, QSC BA, and BSD, take place weekly on Thursdays at 4:30 PM, lasting 60 minutes. These forums facilitate effective communication, coordination, and governance of the product..

[Audio] Our dedicated team ensures proper ownership and global roll-out. With project sponsors like Henrik Schilling, Michael K, and Bjoern T, and project owner Harmeet Saluja, we have key leaders such as Ralf Huesmann, Michael H, and Pramesh Nair, who lead the commercial PMO, and Bjoern Klatt, who leads the IT PMO. The regional PMOs cover Asia, North Europe, South Europe, Middle East, and North America. Our functional leads include Daniel L, Nilesh Popat, and Julian E, responsible for customer service. We also have technical enablers like Nicola Kees, accounting, Michael Hartmann, treasury, and ESOL, ensuring seamless communication. Finally, our legal department reviews and signs off on customer lists, while our commercial contract team handles any necessary agreements..

[Audio] We will utilize these forums to standardize the product, thereby enabling timely and swift rollouts. By synchronizing the rollout sequence, we can maintain innovation at the appropriate pace, ultimately enhancing product adoption. We will disseminate best practices, track incident and escalation management, and plan for forthcoming developments. Our objective is to streamline processes, foster efficiency, and improve customer experiences..

[Audio] Now let's examine the areas within the ODeX playbook responsible for digital marketing and promotion. CX-PS ensures a smooth customer experience, while HAPAGL provides digital solutions for the Hamburg region. The Regional BSD team drives digital innovation, and the IT department integrates digital platforms and distributes IT services. IT Security and IT e-SOL maintain secure digital systems. Area Digital and Regional Sales Digital create digital marketing strategies, and Area Finance and Regional Finance manage financial aspects. Finally, Area CS and Regional Customer Service provide customer support..

[Audio] Our goal is to drive SAP auto-clearance, improve document release turnaround times, and enhance the overall customer experience through digitalization. With ODeX, we can streamline processes, reduce counter footfall, and increase efficiency. Automation of manual tasks reduces errors and increases transparency, enabling us to focus on higher-value activities like exceptional customer service and business growth..

[Audio] We market digital products through various channels. E-teasers in email signatures reach out to customers, while corporate videos engage them on social media and WhatsApp. Customer testimonials are shared on LinkedIn to showcase the benefits of our products. Digital webinars onboard new customers and address their concerns. Key clients meet face-to-face to demonstrate the value proposition of our products. Finally, our internal teams are trained on ODeX modules to effectively communicate the benefits of our products to customers..

[Audio] Our marketing efforts will focus on promoting digital products through various channels. E-teasers in email signatures will direct customers to these products. Corporate videos will be promoted through WhatsApp, social media, and events, showcasing customer testimonials and experiences. Linked-in posts will highlight customer feedback and reviews. Digital webinars will be conducted to onboard new customers and address their concerns. Face-to-face meetings will be held with larger accounts to demonstrate the benefits of using ODeX. Team training sessions will be organized to familiarize teams with the different modules available in ODeX. These trainings will be either virtual or classroom-based, depending on the situation. During the User Acceptance Testing phase, various test scenarios will be executed by the team to ensure the system's output matches expectations. This phase will also give the team hands-on experience and confidence to further explain the system to external customers..

[Audio] We will utilize LinkedIn posts to disseminate customer testimonials regarding their experiences with our product. Furthermore, we will organize digital webinars to onboard new customers and address any inquiries or concerns they may have. Moreover, we will dispatch e-teasers through email signatures to promote our digital offerings. Additionally, we will produce corporate videos that can be distributed through WhatsApp and social media, emphasizing the advantages of utilizing our product..

[Audio] Our goal is to engage with customers through various channels such as Microsoft Teams, online meetings, and regular calls. We aim to resolve any issues they may have, fix bugs, and ensure the system works as desired. We expect to achieve a 20% adoption rate within six weeks, which is earlier than usual, allowing us to transition smoothly back to daily business..

[Audio] The process of prioritization for ODeX Playbook Change Management Package involves ensuring the Definition of Ready has been met, conducting a validity check, routing ideas into the ideation funnel, refining and cross-checking selected ideas, reviewing requests for promotion ideas, deciding whether to approve or reject them, keeping track of duplicates, and seeking a Business Requirements Document from ODeX for approval. This process helps streamline efforts, avoid confusion, and ensure alignment with goals and budget..

[Audio] The key performance indicators show that the overall payment percentage through ODeX has increased significantly across various regions. In the United Arab Emirates, the payment percentage has risen from 32% to 38%, while in Ghana, it has increased from 80% to 88%. These improvements indicate a positive trend in the adoption of ODeX for payment processing. Furthermore, the data highlights the importance of implementing efficient payment systems, such as ODeX, to streamline transactions and enhance customer satisfaction..

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