A Customer-Centric Supply Chain Is... “...one where every stakeholder in the logistics process is treated as a valued customer.”
enabling self-service, less-than-truckload (LTL) freight payments. While improving the payment experience for shippers, the solution can also streamline billing and collections for carriers. Digital freight matching marketplace 123Loadboard also takes customer feedback into account. “We continuously refine our platform based on user feedback,” says Vethanayagam.“For example, based on recent feedback, we improved load filtering and enhanced mobile functionality to make the experience more intuitive.” While convenience and ease are mainstays on the list of top customer wants, reliability and flexibility joined the list in 2025. “Regardless of size or scope—from small and mid-sized shippers with straightforward moves to large enterprises managing complex global supply chains—our customers all look for reliability and flexibility,” says Averitt’s Williams. “Recently, we acted on feedback from customers seeking ways to navigate tariff uncertainty by opening up more of our distribution and fulfillment space,” he says. “This allows them to pull inventory forward, store it closer to demand, and ship product as orders drop.” Another recurring customer request is guidance on artificial intelligence. “Our
customers tell us they need to deploy AI fast and at scale, but they also need trusted data to ensure confidence in AI-driven insights,” says Jen Chew, vice president of solutions and consulting for Bristlecone, which serves enterprises across CPG, retail, manufacturing, technology, and life sciences. “These organizations, which see supply chain as a true differentiator, are looking for guidance on how to redefine processes and rethink organizational structures to capture that value,” she notes. 4 USE TECHNOLOGY TO BE MORE HUMAN-CENTRIC. “Companies must take two seemingly opposing actions simultaneously: deploy more advanced technology while becoming more human- and experience- centric,” says Chew. “On the technology side, this means greater investment in data, advanced analytics, and customer-specific insights,” she says. “On the experience side, it means more personalization, AI-driven anticipation of delivery issues, proactive resolution, and human follow- ups powered by AI-enabled context from recent interactions.” For example, DHL Group is accelerating its enterprise-wide AI strategy through a new partnership
– SANJEE VETHANAYAGAM , President, 123Loadboard
between its contract logistics division, DHL Supply Chain, and AI startup HappyRobot. DHL Group is deploying agentic AI to streamline operational communication and enhance both CX and employee engagement. DHL Supply Chain has already utilized HappyRobot’s AI agents across several regions and use cases, including appointment scheduling, driver follow-up calls, and high-priority warehouse coordination. These agents autonomously handle phone and email interactions, enabling faster and more consistent communication. By automating high-volume workflows, AI agents help DHL employees deliver more customer-centric services. “It’s about understanding customers’ goals, pain points, and challenges, then building solutions for them,” says Williams. “For us, that means being easy to do business with, communicating clearly, and delivering consistency across every solution so customers feel supported no matter what’s changing around them.” “...a demand-driven system that aligns a complete end-to-end solution from sourcing and production to distribution in delivering maximum value through convenience and responsiveness to the end user.” – MICHELE McGINNIS , CEO, MiKargo247.com “...designed from the customer’s perspective. It shifts focus away from purely quarterly sales and operations planning cycles and instead works backward from customer expectations.” – JEN CHEW , VP, Solutions and Consulting, Bristlecone
Aiming to boost CX and employee engagement, DHL Supply Chain expanded its partnership with AI startup HappyRobot to automate routine communication across global operations.
December 2025 • Inbound Logistics 33
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