How Virtual Assistants Are Making Maritime and Logistics Services Easier: Real Results from Design Thinking
Ever waited hours for a shipping update or struggled to get real-time cargo information? Learn how our team spent two months with port operators, logistics managers, and shipping agents to understand their biggest pain points. The result? A virtual assistant that helps track containers, manage bookings, and handle documentation - all in minutes. See how design thinking helped us create a solution that's now handling 1000+ customer requests daily and saving 40% of staff time.
VIRTUAL ASSISTANTGENAI
Allan Harold Rex
11/25/20245 min read
Design Thinking in Action: Mapping Maritime Logistics AI Flows with Middle East's Leading Port Operator
Inside the Workshop: How We Built Smart Conversations for Container Shipping, Heavy Lift, and Regional Distribution
"Even after 15 years in logistics, waking up to check container updates is still part of my daily routine."
When Mohammed shared this during our first virtual workshop, it hit home. Our design team was adapting to the new normal – conducting remote design thinking sessions with maritime operators across three time zones. Picture this: A ship captain in the Persian Gulf needs urgent documentation at 3 AM, while a Singapore-based importer repeatedly refreshes their tracking page, waiting for cargo updates.
Through 40+ Zoom sessions, 50+ virtual whiteboard collaborations, and countless digital sticky notes, we immersed ourselves in the daily challenges of port operators, shipping agents, and logistics teams. Our virtual breakout rooms buzzed with stories of real frustrations and missed opportunities.
The data revealed a striking pattern: despite the industry's complexity, 60% of customer queries centered around three fundamental questions: "Where's my cargo?", "When will it arrive?", and "What documents do I need?"
The solution became clear. We didn't need to overhaul maritime logistics – we needed to make it instantly accessible, human-friendly, and accurate. Working remotely actually amplified our reach, allowing us to gather insights from Dubai to Rotterdam, Singapore to Mumbai.
Our virtual assistant emerged from this global collaboration. Not just another chatbot, but a digital expert that understands maritime nuances – from bills of lading to demurrage calculations, port procedures to booking references.
But the real transformation story was just beginning...
A design thinking workshop not only unravels certain unconscious processes in your business flows but it also reveals the consciously unconscious parts of the designer. In requirement with the project, a design thinking sessions was conducted with the client's call center, operations and logistics teams to map out their maritime logistics operations and customer pain points. The outputs informed the development of AI conversation flows across four key service categories:
Container Shipping
Automated tracking and notification flows
Container status inquiries
Schedule and booking management
Documentation requirements
Heavy Lift Logistics
Project cargo handling requests
Equipment specifications
Safety protocols and regulations
Specialized transport arrangements
UAE Warehousing
Inventory management queries
Storage space availability
Temperature control requirements
Documentation and customs
Freight Logistics
Multi-modal transport options
Rate inquiries and quotes
Transit time calculations
Customs clearance assistance
As we designed the solution, the virtual assistant was enabled to handle common queries within these quadrants while routing complex industrial or specialized distribution cases to human agents. The primary key focus was, however, placed on reducing call volumes for routine inquiries while maintaining service quality.
Parallelly, priority conversation flows were also developed based on call center data analysis showing highest volume query types. It was imperative for us that the final AI implementation includes contextual handoffs between service categories when customer needs crossed multiple quadrants. Oftentimes, in conversational AI solutions, a design thinking exercise helps in identifying these challenges and providing an overview for a future roadmap.
Understanding the Customer Interaction Workflow
Customer interaction is crucial within the maritime and logistics services sector. And time saved is the only measure that can quantify the efforts saved through interactions. The team was aligned and understood that a well-structured workflow not only ensures a smooth sailing experience for clients but also fosters strong relationships that can lead to repeat business. To kick things off, we need to understand the key steps involved in this interaction journey.
Based on the funnel workflow diagram, here's how the maritime logistics virtual assistant handles customer interactions:
Capture Information
Collects booking references, container numbers
Identifies customer type (shipper/consignee)
Captures shipment-specific details
Records contact information
Categorize Interests
Routes to appropriate service category (Container/Heavy-lift/Warehousing/Freight)
Determines query urgency and complexity
Maps to relevant operational workflows
Identifies required documentation
Provide Responses
Delivers real-time tracking updates
Shares documentation requirements
Provides rate and scheduling information
Handles booking modifications
Escalates complex queries to human agents
Follow-Up Survey
Gathers satisfaction metrics
Identifies improvement areas
Captures unresolved issues
Routes feedback to relevant teams
Initial Contact Management
Immediate acknowledgment of customer queries
Automated service categorization
2-minute response time target
Service Domain Routing
Maritime and Logistics: Container tracking, vessel schedules
Freight Logistics: Rates, transit times, documentation
Warehousing/Distribution: Storage, inventory management
Industrial Logistics: Heavy lift, project cargo
Response Time Optimization
Team capacity monitoring
Automated busy status messaging
Structured follow-up communication
Service level agreement tracking
Workflow Integration
Direct routing to specialized teams
Automated status updates
Documentation processing
Customer feedback collection
Steps in Engaging Customers
Maritime and technical services interaction
Our virtual assistant manages the complete marine technical services workflow through nine critical touchpoints:
Initial Contact → Contact Verification → Requirements Assessment → Ship Management → Drydocking Services → Repair/Fabrication → Agency Services → Chandlering → Bunkering
Key Features:
Automated requirement gathering and service categorization
Real-time drydocking slot availability
Integrated ship repair estimation
Direct connection to chandlering inventory
Automated bunkering scheduling
Results:
40% reduction in service request processing time
85% first-contact resolution rate
Seamless handoffs between service departments
Improved customer visibility into service progress
The system handles over 1,000 service requests monthly across all marine technical categories, maintaining consistent service quality while reducing operational overhead.
Offshore Marine Services
Initial Contact:
Message: "Hello, we appreciate your interest in contacting us; to further assist you, may I know your name and contact details?"
Requirement Description: "Please describe your requirement here."
Additional Features
Brochure Download:
"Download our Maritime and Logistics brochure to learn more about what we have to offer."
Conclusion
With this workflow we were able to ensure that almost all customer inquiries were handled efficiently and effectively. This approach also provides a structured approach to customer service in the maritime and logistics industry. By implementing these steps, the organization achieved enhanced customer satisfaction and streamline communication processes.
