GEODIS APAC & Middle East secures win at Asian Experience Awards 2024

The leading global logistics provider earned recognition for its Voice of Customer programme, a modernised customer experience approach that keeps up with evolving customer needs.

GEODIS APAC & Middle East brought home the Singapore Customer Experience of the Year - Logistics accolade at the Asian Experience Awards 2024. This honour was given to the company for its exemplary practice in enhancing CX through its technology-driven Voice of Customer programme. 

Fuelling deeper customer connections through tech-driven feedback and action planning

As a leading player in the transportation and logistics industry, GEODIS differentiates itself through a strong focus on customer intimacy and its growth strategy is about placing the customer at the centre of everything they do.

GEODIS annually conducts a Global Customer Satisfaction Survey managed by an independent research house. This annual survey offers a comprehensive overview of the customer experience across the organisation, revealing key trends and enabling strategic decisions and long-term improvements. However, the anonymity of respondents limits the ability to pinpoint and provide timely resolution of specific experience gaps.

To gather immediate feedback and enable timely closure of service gaps, GEODIS introduced an always-on Voice of Customer (VoC) programme across the APAC and Middle East region. With strong support from the company’s C-level executives, the programme aimed to deliver more timely and actionable customer insights through a systematic feedback collection and response loop.

The VoC programme features brief, targeted surveys that focus on critical interactions throughout the customer journey. The surveys are triggered immediately after each interaction to ensure that feedback is timely and relevant, allowing the company to address issues promptly.

The programme also aimed to improve responsiveness by incorporating immediate alerts and follow-ups once a survey response is recorded. This real-time approach enables the company to act on customer feedback quickly within a service level agreement (SLA) of five business days.

With clear goals of increasing customer satisfaction and intimacy and increasing brand advocacy, the VOC programme was embraced by country management and rapidly deployed across the region within nine months, initially focussing on post-sales experience surveys.

It has also contributed substantially to building customer trust by showing its strong commitment to continuous improvement, as well as appreciation for their input. Many customers were surprised to be contacted after the survey, which transformed transactional interactions into lasting relationships.

Driving change through actionable insights

The VoC programme also effectively transforms data into actionable insights. By leveraging advanced analytical tools, it identifies customer pain points and key satisfaction drivers. These insights enable prioritisation of issues and targeted improvements.

For instance, in Indonesia, consistent feedback about quotation response times led a project task force to address the root causes of delays. Significant improvements were made, and within one quarter, feedback regarding this issue almost entirely ceased.

Strengthening customer satisfaction and advocacy

Country sales directors took joint ownership of the initiative, providing sales staff with detailed customer insights by reviewing customer responses during their monthly one-on-one sessions. Such an approach empowers the sales team to build deeper and more personalised connections with customers, addressing areas for improvement. This not only fosters a growth mindset but also encourages a customer-centric perspective within the team.

The VoC Programme has yielded measurable results, with customer satisfaction scores improving year-over-year. The latest metric showed 82% of customers indicating that they are either “very satisfied” or “extremely satisfied.”

Customer loyalty has also increased, with GEODIS’ Net Promoter Score doubling to +48 in 2024.

By integrating customer experience into the company’s existing processes and systems, GEODIS has enhanced the sales rhythm for its teams. This culture, which promotes a customer-centric approach to daily tasks, ensures that the company remains agile and responsive to customer needs in the ever-evolving B2B landscape.

The Asian Experience Awards, presented by Asian Business Review, recognises the ingenious initiatives of creative companies delivering meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].