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Mapping a B2B Client Journey for a Maersk Company

Mapping a B2B Client Journey for a Maersk Company

Even in B2B, Visible Supply Chain Management (now a Maersk company) saw the value in their client experiences.

The Problem

Key clients described interactions as transactional, disjointed, and at times, frustrating.

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The Approach

We worked alongside Visible's agency of record, Cult Collective, to explore the B2B client journey and better business.

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The Outcome

With Apex’s motivational lens, Visible redefined how value is felt and not just how it’s delivered.

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The Problem

When the delivery is flawless, the experience should be too. But something was off. Visible SCM ships millions of packages every year for some of the world’s most recognizable eCommerce, retail, and direct sales brands and despite operational reliability, the client experience wasn’t keeping pace. Key clients described interactions as transactional, disjointed, and at times, frustrating. This leads to hesitations in renewals and account growth, and little advocacy from clientele. Leadership knew there were gaps in the journey but not where they were or how best to fix them.

The Approach

Apex and Cult Collective were retained to chart the client journey terrain and to pinpoint what mattered most to Visible’s B2B clients. We deployed our proprietary motivator model across the client journey to:
  • Identify rational and emotional Motivators of a client engagement.
  • Map key touchpoints where value was being created or quietly eroded.
  • Uncover segments whose loyalty was most at risk.
Four clear opportunity zones emerged:
  • Day-to-day interactions: High frequency, high stakes but under-delivering.
  • Contract & pricing: A flashpoint for anxiety, frustration, and churn risk.
  • Strategic support: Underutilized but craved. Clients wanted a true partner.
These new motivational insights provided the confidence and prioritization that Visible and their agency needed to attack the right priorities.
  • Brand communications: Cold and disconnected—failing to reinforce value.

The Outcome

The Apex lens continued to support the decisions and execution tactics taken by Visible and their agency Cult. Our work sparked two key decisions made by management:
  • High-value clients now experience a more collaborative, consultative approach with account teams trained to act as strategic allies, not just service reps.
    • The agency worked with Visible to identify implications to and adjust its staffing, training, and operational methods.
  • Contracting and pricing processes were re-engineered to feel transparent, equitable, and tied to business impact not just cost.
    • The agency worked with Visible to adapt its communications and marketing strategies to differentiate itself to new and existing clientele.
With Apex’s behavioral lens, Visible redefined how value was felt and not just how it’s delivered, leading to increased retention and growth in existing business accounts.

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