Less-than-truckload (LTL) providers must deliver exceptional service — and keep a very close eye on margins — to avoid being less than profitable or, like Yellow Corp., disappearing altogether.
Proactive communication is absolutely key to providing that exceptional service. Shippers need to be kept informed from the time of booking through delivery. Importantly, they need to know ahead of time if the delivery of their freight is going to be delayed.
“Customer experience has become a key differentiator in the logistics industry. In a world where customers can easily switch from one service to another, what sets companies apart isn’t just price or speed — it’s how they make their customers feel throughout the entire delivery process,” a TCI Transportation report said.
Customers certainly want to feel fully informed throughout the shipping process.
The Importance of Customer Experience in LTL
Among the key findings in a newly released Worldmetrics report on customer experience in LTL shipping:
- 88% of LTL industry stakeholders agree that the ability to provide real-time ETA updates is crucial for customer satisfaction.
- 81% of LTL shippers prefer companies that provide clear and regular updates on shipment status.
- 80% of shippers consider on-time delivery as a key performance indicator.
- 68% of LTL customers prefer digital communication channels over traditional phone calls for support.
- 67% of customers value proactive communication about shipment delays.
“In an industry where 78% of customers deem consistent delivery times vital, the future of LTL shipping hinges on seamless communication, real-time tracking, and flexible, transparent solutions that drive loyalty and satisfaction,” Worldmetrics concluded.
The Critical Role of Technology in LTL Shipping
Freight brokers with outdated technology not only lack real-time visibility into LTL shipments, they cannot give their customers accurate transit information. They can’t forewarn customers of potential delays because they don’t know about them themselves. Frustrations abound on all sides, and customer relationships can be irretrievably broken.
Drumkit founder and CEO Dhruv Gupta recently shadowed a freight broker in Chicago who wanted to be proactive with his customers, but he spent too much of his time being reactive because of inefficiencies in multiple systems.
“At 3 p.m. his inbox had 397 unread emails. One tab had the TMS open. Another had an Excel doc for quoting. Another was a Google Form with tracking updates. His phone buzzed every few minutes, a carrier stuck in traffic, a customer asking for an ETA, someone asking if he’d quoted the RFP yet,” Gupta observed.
“When I asked him what would help most, it wasn’t some silver bullet. It was something simple. He said, ‘If I didn’t have to do all the repetitive sh*t, I could actually think, focus on the big accounts, be proactive instead of reactive.’”
Freight Broker Software Benefits LTL Shippers
Drumkit’s freight broker software enables proactive communication with LTL shippers. We do that by automating freight brokers’ routine tasks so nothing falls through the cracks. Using artificial communication and automation, we make juggling emails, quoting, scheduling, and track and trace easier. This improves the customer experience — and thus helps build solid relationships.
With the help of AI and automation, freight brokers can focus on customers’ needs, proactively communicating about any potential disruptions, offering solutions before problems get too big to fix, and regularly requesting feedback to continue to improve the customer experience.
“The impact of customer experience in logistics cannot be overstated,” the TCI report said. “A smooth, timely, and transparent delivery process fosters trust and loyalty, leading to repeat business and positive word-of-mouth. According to a study by PwC, 32% of customers would stop doing business with a brand they loved after just one bad experience. In logistics, this could mean a delayed shipment, lack of updates, or incorrect deliveries.”
Drumkit Can Help Build Lasting Relationships
AI-enabled solutions such as real-time tracking, automated notifications, and proactive updates help freight brokers do their jobs more efficiently — and keep LTL customers satisfied.
“Companies that prioritize customer experience in logistics build stronger, lasting relationships with their clients. Whether it’s through real-time tracking or proactive problem-solving, customers remember how they feel during their interaction with the brand,” TCI said.
Drumkit can help you build brand loyalty with our industry-leading freight broker software. Book an introductory call today.
