You wanna know what the freight market comes down to these days?
Customer experience. Shippers finally have options and they are going to demand the best experience or will just move to the next provider.
Expect competition for these loyal customers to heat up as intermodal volumes jump 8.5% last year.
Here’s the thing…
Customer experience is what separates the freight market leaders from the followers.
The reason intermodal transportation services are so important for providing customers with an amazing experience is simple. In this article we are going to explain why and how.
In this article you’ll learn:
- Customer Experience Definition For Freight Companies
- The Technology That Changed The Game
- Communication is Critical In Freight Customer Service
- Gain Customer Trust In A Flash
- Customer Security Concerns
- The Competitive Advantage
- Customer Relationships Are Everything
- The Next Step For Your Business
What Customer Experience Really Means In Freight
Customer experience is freight is simple:
- Smooth experience
- Minimize stress and headaches
- Dependable on-time delivery performance
In reality, what customers really expect when working with quality intermodal and 3pl services that provider seamless intermodal operations. Smooth transition between rail, truck, and sometimes even ocean transport services.
If you’re the shipper using these services, it shouldn’t matter to you how many handoffs there are between providers. All that matters is that your freight moves on time, remains safe, and is not subjected to delays or additional fees.
From the customer’s standpoint these are the most important factors:
- Reliable real-time tracking
- Easy communication, especially when there is a problem
- Solutions when something doesn’t go to plan
- Transparent, competitive pricing
The Technology That Changes Everything
Technology has changed customer expectations across all industries and freight is no exception.
Those companies that are excelling at meeting these needs have made heavy investments in the right technology platforms including:
- GPS tracking, that works in real-time
- Automated alerts that notify customers to potential delays before they become a major issue
- Paperless operations to speed up processes and minimize paperwork
The real truth of the matter is that customers will pay more for this level of visibility and control.
Here’s something you may not know:
Customer experience technology is moving from reactive to predictive. Artificial intelligence (AI) and machine learning can be used in platforms to predict delays, offer alternative routes, and optimize the supply chain.
These solutions are creating huge differentiation between companies in the transportation industry.
Why Communication Makes Or Breaks Relationships
Communication is another one of those “simple” concepts that can make or break freight customer experience.
What happens when a load is delayed? Most customers don’t want to have to track down a carrier to find out what’s going on with their freight. They would rather get proactive updates that keep them informed about the issue.
The top performing intermodal service providers have built communication processes and systems that:
- Notify the customer about an issue immediately
- Explain what the issue is with reasonable transparency
- Outline the likely timeframe
- Make it easy for the customer to reach a live person
- Assign a knowledgeable account manager that knows the customer’s business
Think about when you’ve last had a package delayed and you aren’t getting any updates from the carrier. Very frustrating, right?
The solution:
Build processes that make it easy to communicate with the customer and give them the transparency that they expect. Better to deliver bad news early than to surprise a customer at the last minute.
How Smart Companies Build Trust Fast
Trust is something that can take a long time to build in freight, or companies can work to build it faster.
Here’s the part that might interest you:
Companies that are able to build trust quickly in freight are the ones that provide visible and understandable security and safety measures for the customer to feel good about.
Cargo theft has skyrocketed by almost 50% recently and it’s not hard to see why shippers are more concerned about freight security than ever.
Top companies respond to these security concerns by providing the following:
- Better security protocols at every touch point
- GPS monitoring with alerts for unauthorized stops or route deviations
- Insurance options to cover high value shipments
- Vetted carrier networks to minimize risk throughout the supply chain
Security doesn’t just provide customers with better protection, it builds trust that leads to more business over time.
Security Features Customers Actually Care About
Security is quickly becoming the number one differentiator between freight companies.
What does security look like?
Secure facilities with modern access control systems and video surveillance. Rigorous background checks for drivers and equipment used to transport freight. Cyber security that protects shipment data.
Cyber security in freight is just as important.
Customers share all kinds of confidential information with their providers like shipment data, rates, and even business specific information. If this data is compromised, it puts them at risk and their relationship with the provider is harmed.
The Customer Service Edge
Here’s something that sets great companies apart from the rest.
It’s not always the latest technology, or even the biggest network. Sometimes it’s just old-fashioned customer service.
Excellent customer service in intermodal is about having people who:
- Answer questions quickly and knowledgeably
- Are proactive in solving problems before they escalate
- Understand the customer’s business and industry
- Go above and beyond to provide value
This is the type of service that doesn’t just happen. It takes training, investment, and a company culture that cares about the customer.
Bottom line:
Companies that view customer service as a competitive advantage will win market share. Companies that view customer service as a cost center will continue to lose market share.
Building Long-Term Partnerships
The freight business is all about relationships.
The most successful intermodal companies are building long-term partnerships by becoming strategic partners who can help customers:
- Optimize their supply chains
- Lower overall transport costs
- Improve delivery performance
- Navigate complex regulations
It takes deep industry knowledge and investment in the customer to be able to provide the kind of value that makes customers stick around.
Take Action Today
Customer experience in intermodal transportation is not about doing something different. It’s about just doing the fundamentals better and better every single time.
It’s about investing in technology that gives customers visibility and control of their own freight. It’s about communicating with the customer when there are problems instead of waiting for them to ask questions.
Most importantly, it’s about building long-term customer relationships based on trust, security, and consistent performance.
This is because at the end of the day customers remember how you made them feel. Make them feel like a valued, informed customer that can depend on you and they will keep coming back for more.