Although the economy in general is booming, unfortunately growth in many segments of the shipping industry is still lagging behind. Yet there are some small rays of hope, and it’s about time. Another side effect of the economic crisis is that it has triggered a 'race to the bottom'. Many companies are approaching their nadir, hit rock bottom or were swallowed by the ground. A dead end race as far as I am concerned. Merging and downsizing, larger vessels and containerization have made companies more efficient. And with Big Data, automation and eventually even unmanned vessels, there are still many benefits to be gained. But our industry seems to have lost a lot of its elasticity. Many efficiency successes were at the expense of personnel, customer orientation and as a result customer satisfaction. Especially on this aspect companies can make a difference in the short and longer term. Therefore I would like to emphasize five prerequisites for a future-proof, service-oriented organization. Read more.