NCL International Logistics Embarks on Rebranding Journey to Enhance Service Quality

NCL International Logistics (NCL), a premier integrated logistics service provider, has unveiled significant plans for organizational reformation. The objective is to fortify management structures and extend international logistics services, affirming its status as an industry expert with over 30 years of experience in the logistics sector.

Established in 1994, NCL has progressively expanded its services, evolving into a leading one-stop service provider for logistics solutions. Even though NCL has never stopped improving its work processes over the years, competition in the logistics industry has become fiercer due to the trade situation and various events happening around the world. Thus, NCL is currently navigating a transition into a new era. Recognizing this pivotal moment, the management team has proactively seized the opportunity to redefine the company’s image and reimagine its operational approach. This strategic move underscores a firm commitment to adapting to the dynamic landscape of the expanding logistics market.

LM had an opportunity to speak with Mr. Pongthep Vichaikul, Chief Executive Officer; Mrs. Ravipa Koekkaivan, Managing Director of Business Support & Financial Management; Mr. Wit Sangwitayanon, Managing Director of Business Development of Logistics Business; and Mr. Harit Rattanaparinyanon, Director of Business Development – Non-Logistics of NCL International Logistics regarding its new management teams, the changing of NCL’s business model, and its plans and goals as a whole.

Strategic Revamp

NCL holds the distinction of being the inaugural comprehensive logistics service company listed on the Stock Exchange of Thailand, MAI (MAI). With reliable performance and sustained high turnover growth, NCL operates in logistics and non-logistics sectors, encompassing land, sea, and air transportation. Its range of services includes full-container load (FCL) and less-than-container load (LCL), door-to-door load delivery, domestic shipping with tractor trucks, and shipping agent services by sea and air. With longstanding business partnerships, NCL has solidified its position as a company capable of providing integrated logistics services with robust growth rates. This positioning allows NCL to swiftly expand its service offerings to meet the diverse needs of its customers.

” I identified an opportunity to contribute to both investment and the expansion of NCL’s business, further strengthening its position and ensuring readiness to propel the business forward seamlessly.”

Mr. Vichaikul shared insights into the investment strategy during the management restructuring period, stating, “NCL boasts a rich history, with a track record of business stability and exceptional service. These factors, in combination with our high-caliber team, make us well-positioned for future growth. Recognizing this potential, I identified an opportunity to contribute to both investment and the expansion of NCL’s business, further strengthening its position. Concurrently, we aim to cultivate the expertise of our personnel within the logistics industry, ensuring readiness to propel the business forward seamlessly.”

Meanwhile, Mr. Sangwitayanon,  with over 20 years of experience in the logistics industry and the Box Operator business, shared his perspective, stating, “NCL is recognized as a reputable and reliable entity in managing comprehensive, integrated logistics systems that cater to the diverse needs of customers. With a team of experienced and quality personnel delivering high-quality services, NCL holds the potential for further development. Hence, my involvement in the management aims to elevate the existing service standards and implement a holistic approach to personnel management. This involves empowering employees, the company’s key strength, by decentralizing decision-making power. The goal is to accelerate development, unlock the full potential of business operations, and maximize benefits more efficiently.”

The Art of Seamless Teamwork

As the era evolves, management strategies inevitably undergo transformation. Consequently, NCL places significant emphasis on personnel development by fostering an organizational culture that encourages employees to showcase their potential and leverage their individual strengths, ultimately enhancing the efficiency of work processes. The belief at NCL is that transitioning from a centralized management style to a decentralized approach will contribute to greater operational flexibility and increase opportunities for expanding the company’s revenue base.

“A transparent management model enables employees to tailor services to suit customer businesses; therefore, customers can trust that our employees are equipped to provide dedicated care and support.”

Mrs. Koekkaivan shared insights into the personnel management model policy, stating, “As NCL continues to expand its range of services, maintaining high-quality service standards is paramount. To achieve this, the company has implemented a policy where employees responsible for each business attend monthly meetings to review service quality, report on operational results, and collectively share knowledge. This monthly meeting policy is rooted in the belief that well-informed employees, acquainted with each facet of the company’s operations, can respond promptly and accurately to customer needs. Additionally, a transparent management model enables employees to tailor services to suit customer businesses, fostering flexibility and agility in our operations. Customers can trust that our employees are equipped to provide dedicated care and support.”

To prioritize personnel development, NCL encourages employees to pursue continuous learning through various courses and professional training. This initiative aims to enhance their knowledge, skills, and abilities, keeping them well-informed about current business trends and market competition. Practical work experience is also emphasized, providing employees a clearer understanding of the logistics industry. The overall goal is to foster a more professional and trustworthy team.

Service Strength Unleashed

While modernizing the organization’s management model and keeping up with changes in the global market is still in its infancy, the strong foundation of NCL’s business, operating system, and service network over the past three decades instill confidence in customers. This assurance signifies the company’s readiness to advance in developing more efficient services, aiming to provide continued and enhanced customer support by leveraging NCL’s existing strengths.

Shipper Owned Container (SOC), also known as Box Operator, stands as one of NCL’s robust services. Recently, NCL has actively sought avenues to enhance the efficiency of container management by introducing specialized personnel with direct experience in this domain. This approach aims to instill confidence among stakeholders, ensuring effective and reliable container turnover. By fostering a more flexible system, NCL is better positioned to respond to customer needs smoothly and efficiently.

“NCL also has the expertise and experience in transporting goods on specific trade routes. Therefore, able to offer advice and consistently provide services to both existing and new customers.”

Mr. Sangwitayanon, discussing the enhancement of NCL’s container service, stated, “At present, the company possesses its own containers, facilitating the global delivery of approximately 2,500 containers of goods, primarily servicing the main route in Thailand. This capability allows us to adjust our freight capacity dynamically in uncertain situations. NCL also has the expertise and experience in transporting goods on specific trade routes. Therefore, able to offer advice and consistently provide services to both existing and new customers.”

“In addition to NCL’s strong container shipping services and full-scale document processing offerings, the company also has comprehensive logistics equipment and infrastructure, such as a warehouse located in Lat Krabang District, including more than 150 truck tractor and trailer trucks, which play an important role in helping us transport and distribute goods quickly both domestically and across borders.” Mrs. Sangwitayanon added.

Navigating Success

“NCL has been undertaking a new management approach for over two years. During this time, the company’s team has undergone improvements, and its service policy has been refined for greater efficiency. These initiatives aim to elevate NCL’s potential to the next level, ensuring a responsive approach to all customer needs and positioning the company for expansion in the evolving logistics market,” stated Mr. Phongthep

“NCL aims to boost the company’s revenue by expanding non-logistics businesses through collaboration with government projects and additional investments. Consequently, the company envisions that the non-logistics ventures it intends to invest in will support its logistics business and expand business growth opportunities for our customers’ companies.”

To establish itself as a leading logistics service provider, NCL believes the company must have a strong management foundation. Thus, this rebranding effort reflects NCL’s standpoint and intention.

“In addition to advancing organizational restructuring and improving customer service through an experienced team, NCL aims to boost the company’s revenue by expanding non-logistics businesses through collaboration with government projects and additional investments. Consequently, the company envisions that the non-logistics ventures it intends to invest in will support its logistics business and expand business growth opportunities for our customers’ companies.” Mr. Rattanaparinyanon said.

Mr. Sangwitayanon concluded, “With NCL’s potential and over 20 years of experience accumulated in the logistics industry, we are prepared to leverage our expertise and in-depth knowledge to develop and propel NCL forward alongside our customers. Simultaneously, we are committed to delivering an exceptional logistics service experience that surpasses previous standards.”

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