Industrials
Redesigning Digital Experience in Global Shipping
March 27 2025
How CMA CGM Reimagined B2B Customer Journeys to Unlock Channel Growth
CMA CGM partnered with Singulier to reposition digital as a value driver. The objective: build an end-to-end B2B experience that moves from port-to-port tracking to door-to-door service, while enabling future digital products such as predictive insights and container-level tracking.
The Business Challenge
As customer expectations evolved, CMA CGM saw an opportunity to strengthen its digital offering. The challenge was to move beyond a transactional experience—enhancing visibility, personalisation, and service integration across its B2B channels. Unlocking this potential required a clearer view of customer needs and a scalable model for digital execution.
The Solution
Segmented the Customer Base
Defined key B2B segments to target with integrated shipping and logistics services.
Redesigned the Customer Journey
Mapped a future-state digital journey with improved UX, alerts, and access to high-value services—drawing on Singulier’s CX and service design expertise.
Prototyped and Tested
Developed and validated a clickable prototype to assess impact on satisfaction and internal effort.
Defined Execution Roadmap
Outlined a clear implementation plan, including product governance, team setup, and roll-out approach.
The Results
Cross-Sell Uplift Potential
Targeted journeys created new levers to promote logistics add-ons and digital services.
Operational Gains
Reduced support load through clearer user flows and self-serve capability.
Execution Readiness
CMA CGM now has a validated roadmap aligned to customer needs and internal capacity.
Brand Strengthening
The experience supports CMA CGM’s position as a premium, tech-forward logistics partner.
Enabling Digital Transformation in Global B2B Services
Singulier helps B2B leaders build customer-centric digital journeys with clear commercial outcomes. From strategy to execution, we enable global teams to scale with precision.
About CMA CGM
CMA CGM is a global shipping and logistics group operating in over 160 countries. The company is expanding from freight transport to fully integrated, digitally-enabled door-to-door services.