Again McKinsey says something relevant to ocean carriers. Do you see the world from the customer’s viewpoint? You deal in journeys, why not look at the customer’s? Or are you stuck trying to make touchpoints successful without seeing the big picture?
To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more important issue: the customer’s end-to-end journey.
Source: From touchpoints to journeys: Seeing the world as customers do | McKinsey & Company
Supply Chain and Logistics 