The global landscape of shipping is changing. As such, shipping agents should respond to the changes in the industry by focusing on human resource management, Roger Hinds, vice-president of the Shipping Association of Jamaica (SAJ), has said.

Hinds was presenting on the topic 'Agency Operations: Protecting Business and Profit Margins' at the 38th annual general meeting, conference and exhibition of the Caribbean Shipping Association (CSA), held at the Hyatt Regency Hotel in Trinidad from October 13-15.

The need for the traditional agent, Hinds pointed out, has lessened due to the emergence of the liner agencies and the spread of the global hub port agency network. He emphasised that certain areas should be priority for agents to stay relevant, "management in the areas of time/cost, human resources, financial resources, physical resources, systems procedures, risk management and communication should be looked at."

Training, Hinds pointed out, is also an essential area that should be addressed. "Training must be ongoing and should support the company's vision," he said.

Incentive schemes

The development of employee-performance measurement and evaluation tools, as well as the development of productivity incentive schemes for employees is also of essence, Hinds said, adding that this could foster a winning culture in each agency.

He pointed out that information technology is central to operations and as such modern cost-effective communication tools should be used to cut communication costs. Hinds suggested that the use of Skype, an Internet communication tool, should be adopted by agents to help cut costs to communicate with principals and clients worldwide.

Admitting that agents face challenges to stay relevant in the changing industry, Hinds said that agents should take the following steps to ensure their survival.

Diversification of operations (new range of activities).

Align self with a global agency network.

Modify the perception of the agency/principal relationship (partnership).

Anticipate partner's needs, communicate more and be in a position to fulfil these needs

The CSA conference is held annually to discuss pertinent information as it relates to the growth and development of shipping in the Caribbean as well as current trends and developments in the industry, internationally.