Raben Ukraine is the best among 3PL operators in terms of reputation management
According to the VI National Rating of Corporate Reputation Management Quality “Reputation ACTIVists”, Raben Ukraine has been recognized as the best company providing complex logistics services in terms of reputation management. The overall rating took into account the following components: reputation stability, media activity, innovative approach, CSR image capital, crisis resilience*.
Raben Ukraine has the first place with a noticeable separation from its competitors. The organizing committee noted the company for its high activity in the field of digitization, in particular, for the significant increase in the share of electronic document flow.
“We are extremely pleased to receive such a high acknowledgement of our achievements for the second consecutive year. I take this opportunity to express my gratitude to the team for their dedicated work under current challenging conditions. Of course, the company is not going to stop there. Our team has the goal to expand the company’s operations in a relatively short period of time. I believe that together we will reach new heights” — comments Inna Ocheretna, CEO of Raben Ukraine.
The number of nominees of the National Rating of Corporate Reputation Management Quality is determined in two stages. For the first time, according to the results of media monitoring of the information space, 50 companies are selected in each of the nominations. These are the companies that have shown high level of corporate brand media presence in their sector in 2019. Then the jury creates a list of top-10 companies that to their mind most systematically manage the reputation.
“Among the winners in the VI National Rating of Corporate Reputation Management Quality “Reputation ACTIVists” there are not just companies with big names and effective reputation managers. Most of them, on the one hand, have a clear vision of their place in the world and their own goals, and on the other hand, the ability to catch the wind with all sails, bend their line and surf on trends, hear stakeholders and have their own opinion”, — comments Elena Derevyanko, Vice-president of PR-League, Chairman of the organizing committee of the National Rating of Corporate Reputation Management Quality “Reputation ACTIVists”.
Just to recap, 2019 was a success for Raben Ukraine. Compared to 2018, the company has a growth in all indicators. Cargo traffic in Ukraine, for example, increased by 15%. And most importantly, the interest in the groupage cargo is growing among clients. Raben Ukraine is focused on the development of this particular segment.
The company increased the number of local centers. The 24th cross-docking center was opened in Uman (Cherkasy region). The new cross-dock will service the city, some areas of Cherkasy, Vinnytsia and Kirovograd regions and will significantly reduce the time of cargo delivery — by 24 hours.
Co-packing and stickering services are becoming increasingly popular in the Ukrainian logistics market. Taking into account these trends, last year Raben Ukraine expanded its co-packing area fivefold to 2.100 m2. The new co-packing zone has special equipment — chamber-type thermo-folding machines that have ergonomic setup and original design. In addition, there are conveyor, labelling units, video cameras, ventilation with heat recovery and modern lighting. In particular, LED systems and automatic light control systems are used.
Also starting from 2019, thanks to the opening of a new direction of groupage shipments between the EU and Ukraine (Chlebnia — Lviv), customs clearance will be provided not only in Kyiv but in Lviv as well. Previously, the company’s international groupage shipments operated only on the Chlebnia-Kyiv route. The final destination was Raben Ukraine’s first own customs terminal in Velyka Dymerka (Kyiv region). Thus, transit time to customs was shortened. After passing the customs and sorting at the company’s Lviv depot, located near the terminal, the cargo is immediately delivered to any point of Ukraine within 24 hours via the internal distribution network.
In addition, the company moved to a new warehouse in Lviv in December, doubling its space. The warehouse in Dnipro is also being reconstructed.
In 2019, the company also started several digital projects. One of them is ETA (Estimated Time of Arrival) project. It is an innovative technology that allows you to determine an estimated time of arrival of your cargo on the basis of GPS data. ETA also corrects data in case of downtime — the information changes in real time. Any recipient can both count on quality delivery of goods to the specified destination and plan the time of receipt. Currently, only Raben Group uses this technology in Europe.
The company also actively uses electronic document flow with clients and contractors: invoices, certificates of completion and contracts. In particular, 21% of all customer accounts and documents are transferred to an electronic platform. The company is also introducing electronic waybills and has already begun to use them for deliveries between regional warehouses.
Raben Ukraine has been working on the logistics market since 2003. It offers a full range of logistic services for contract logistics, international and domestic transportation as well as sea and air freight services. The company has about 500 employees. It also has about 70 000m² of warehouse space (including regions) and about 600 vehicles at own disposal.
The VI National Rating of Corporate Reputation Management Quality “Reputation ACTIVists” is part of the International PR-Festival, which is held under the auspices of the Ukrainian PR-League since 2002 and is the most “long-playing” project of the national communications industry. Every year, the Festival brings together 250-300 representatives of PR, IR, GR and SCR industries. Ideas and trends that will soon become everyday communication practices are discussed here.
*“Reputation stability” – having an active PR-service, people with a systematic approach to work; positive perception of public activity of the company by the target audience.
“Media activity” – readiness to communication with media of all types; the quality of the broadcast messages, the recognition and citation of the speakers; the positive effect of the efforts made.
“Innovative approach” – availability of own non-standard PR-solutions; systematic work with new media, including the digital segment; positive reaction of the market to creative and non-standard solutions; positive effect from innovations.
“CSR image capital” – a systematic approach to informing target audiences about corporate social responsibility; the real benefits of projects for the community, etc.
“Crisis resilience” – a crisis communication strategy in place; the adequacy of the tools used, their successful use; target audience support; positive effect of the efforts made.