“A big trend in the industry, along with the theme of being easy to do business with, is: Let’s meet the carrier where they want to be met technology- wise,” Gustafson says. COMMUNICATION COUNTS Good relationships are built on open communications. That’s true in your personal life, and it’s essential in your supply chain. Technology enables faster, seamless communication, so shippers, brokers, logistics providers, and carriers have access to the same information simultaneously. PFS must meet its customers’ promises—consumers often order based on delivery windows, and they expect accurate updates between the time they click “buy” on the website and the time the product arrives at their door. “It’s more important than ever to partner with companies that have robust communication outlets,” Lowe says. “If there are issues or delays, we’re able to help our clients be proactive.” Echo uses the Descartes MacroPoint system to track shipments, so they don’t have to contact trucking carriers for updates throughout the lifecycle of a shipment. “We access that information as soon as the driver has been dispatched through to delivery, and we use it to provide the right levels of proactive communication,” Gustafson says. “We want to be the shipper of choice to our trucking companies by not bombarding them with phone calls and requests for updates.” Ultimately, shippers and carriers have similar goals. Both want reliable, predictable information and service to ensure they can cost-effectively meet customer expectations. Shippers see better cost and service, including exibility, when they work with carriers they’ve known through market cycles to be solid strategic partners. “Shippers must understand you can’t pay a driver enough to go into a facility that is rude or disrespectful, or just wastes the driver’s time,” Van Zeeland says. “The turnover impact in going into those kinds of facilities is just not worth it.” n
“They’re not spending the time dialing for diesel in the spot market, so instead they can determine the best carrier solutions from their supply chain partners, and they can manage freight more strategically,” Van Zeeland says. Technology can automate repetitive and mundane tasks by managing paperwork and removing the need for phone calls and email updates, allowing people to focus on tasks that add more value for each party. “A lot of what shippers expect ultimately falls on the shoulders of the drivers,” Cicerchi says. “Technology that removes them from some of the chatter of check calls and document management can play a powerful role in focusing on the things that matter.” Carriers have embraced technology as part of the onboarding process with brokers and third-party logistics providers. Not too long ago, carriers had to ll out a 20-page contract to apply to work with a broker and fax it back and forth. After all that, the carrier might still not qualify for some reason. With large logistics providers like Schneider, carriers can use the online portal to apply with
just a few bits of critical information to nd out whether they qualify. “That technology is in the brokers’ and carriers’ best interest because it gets rid of wasted effort,” Van Zeeland says. COVID exposed the points of friction in supply chain operations, and shippers that didn’t invest in automation found it harder to keep up. “The genie is out of the bottle in terms of the fair expectations that carriers and drivers have about their experiences as they pick up and drop off freight,” Cicerchi says. “The broader community of shippers and logistics service providers needs to invest in technology but to still be invested in the relationships.” Shippers must understand that carriers come in all shapes and sizes, from independent owner-operators to large asset-based carriers and brokers. Not every trucker has an IT department to implement a proprietary technology platform. The technology must be easy to use for the truckers, so it’s accessible on a smartphone or tablet without the need for complex installation and integration.
PFS, which provides e-commerce operations services for consumer brands and internet retailers, partners with companies that have strong communications outlets to stay ahead of delivery delays or issues.
210 Inbound Logistics • January 2022
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