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Case Study: Maersk Line: Coaching Skills for Customer Service Managers

Founded in 1928, Maersk Line is now the world’s largest container-shipping company—no small feat in such a cutthroat industry. There are approximately 400 liner services in direct competition with one another. To survive, Maersk Line must attract new business constantly and retain its 59,000 customers worldwide.

In 2013, when Maersk Line received a weak Net Promoter Score that indicated the company had 10 percent more detractors than promoters, its customer service excellence (CSE) team knew a change needed to be made. The team called in Cary Bailey-Findley, head of Maersk Line’s learning and organizational development (L&OD) team, to determine the root of the problem, and it became clear that the organization’s call center managers needed to better train their agents to deliver positive customer experiences.

Working together, the L&OD and CSE teams created the CARE PROgram in 2014. Designed to improve the coaching and facilitation skills of Maersk Line’s customer service managers, the program would train the managers to develop their call center agents’ relationship management skills.

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