Israeli container line Zim is channelling social media platforms like Instagram as it brings in customers as "influencers" to shape its digital innovations.
The company said the plan is part of its Powered by Our Customers scheme.
It is inviting clients to join a panel and take an active part in designing its service experience.
"Customers and partners have already been approached and invited to become influencers," it said.
"In about a month, they will begin to receive short questionnaires about their preferences regarding upcoming Zim digital tools. As an example, the development and features of the new Zim mobile application will be guided by the influencers’ preferences."
CEO Eli Glickman added: “Launching our new customer service concept is a significant part of Zim's powerful and forward-looking strategy that simultaneously focuses on customer needs and digital innovation.
"The double focus on these two objectives is at the cutting edge of the shipping industry and will play a decisive role in shaping its future. The endless efforts we invest to meet our customers’ needs demonstrate the great importance we see in, as well as the great appreciation we have for, their contribution to the success of our endeavour.”
