CASE: Broekman Logistics. The right balance between customer value and efficiency.

“As far as I am concerned, it is certainly also a valuable result that an open environment has been created with room even for less popular opinions”

Martien, the introduction says it all: ‘client centricity’ also has risks. We partnered to do something with those risks. Can you tell a little more about those risks? Sure. Client centricity runs the risk of really tailoring all our processes and systems completely to the client. That sounds good, of course, but at the same time makes for less efficiency, scalability and more difficult maintenance. Nevertheless, we do want to maintain this focus on customer value, because it distinguishes us from other logistics service providers. They tend to focus on their own services and then look for customers who fit in.

“Other logistics service providers still tend to think from their own range of services. We work much more from ‘What does the customer really want?'”

You’re talking about logistics service providers. Maybe it would be good to briefly explain what you guys do at Broekman Logistics?s tell? Broekman is an originally Rotterdam-based full-service supply chain company with offices in China, India, Belgium, Poland and the Czech Republic. From there, we provide our clients with forwarding, shipping and distribution services, among other things. We specialize in processing, storing and transporting complex, heavy or dangerous goods as efficiently as possible. We do this with over a thousand supply chain professionals and a global network of partners and customers. Always with a personal touch and customer-oriented. We are proud of that!

Exactly, that focus on customer value is part of the organization and thus sets you apart from other players in the market. At the same time, it therefore brings risks. It was precisely in that area of tension that we came into contact with each other. Yes, in fact we are working on a program in which we define a set of standards in order to create customer-specific solutions efficiently. The best of both worlds so to speak. The development of this program deserved a super dedicated week where we wanted to make great strides with the team. To make sure we could focus on the content, we asked Scrum Academy to facilitate this week of workshops. The request to Scrum Academy was to guide our conversation in such a way that we would achieve our goals for the week.

“Scrum Academy’s approach is pragmatic and the facilitator is really above the group. Steije also spoke the ‘language’ of our industry at the end of the week.”

And that beautiful challenging responsibility I took on with you as an Agile trainer and coach. For me it was a very interesting and valuable week in which I also got to immerse myself in your organization. But how did you experience the week, what did Scrum Academy deliver? First of all, a very experienced facilitator. Using various conversation methods and approaches, you kept the group “on topic,” pulled them back from details when necessary, and helped separate main issues from side issues. The pragmatic approach also stood out. It was: see what works and what doesn’t work, probe a little, adjust and move on. As a facilitator you stood above the group, but at the same time you created an environment in which everyone was heard. At the end of the week, you also spoke in the “language” of our industry and therefore added extra value to the guidance.

Thanks for those words Martien. But did this intensive and interactive week give you any discernible results? Look, the great thing is of course that we have gained a supported insight into the current state of affairs as well as having achieved all the intended deliverables during this week. But as far as I am concerned, it is certainly also a valuable result that an open environment was created with room even for less popular opinions. That is not something that can be taken for granted. A strong group formation arose partly because of this. The methodology used was also made their own by the group at some point. All in all, a valuable week with participants who are now enthusiastically working on our program with standards to efficiently create customer-specific solutions.