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Embracing High-Touch Service for Shippers
[ April 5, 2024 // Gary G Burrows ]By Tracy Meetre
In the fast-paced realm of the transportation industry, where technology often takes center stage, it’s easy to overlook the fundamental importance of personalized customer service. Yet, in an industry built on relationships and trust, high-touch service remains not only relevant but imperative for growth.
Third-party logistics providers not only facilitate the shipping processes, they need to become crucial partners in their customers’ success. High-touch 3PL providers view their role as an extension of their customers’ organizations. Integrating customers’ business models and long-term goals with a 3PL’s high-touch services allows for strategic planning and execution, ultimately boosting shipper success.
Current market conditions show the need for a shipping partner that not only delivers goods from point A to point B, but also embodies a set of core values that guide every interaction and decision. These values aren’t just words on a page; they form the very fabric of the company’s identity and shape its approach to serving clients.
Consider the commitment to accountability – being answerable not just in times of success, but also in moments of disruptions. It’s about owning up to mistakes, learning from them and continually striving to improve. For shippers, knowing that their logistics provider stands by them 24/7 instills a sense of confidence and reliability in a partnership. A 3PL provider that offers around-the-clock availability and complete visibility into the supply chain process is invaluable.
Building relationships is paramount in this industry and goes hand-in-hand with high-touch service. In a landscape where speed and efficiency often take precedence, taking the time to foster genuine connections with customers goes a long way. It’s about understanding their unique needs, challenges, and goals, and tailoring solutions that truly help them succeed long-term. After all, in the world of shipping, it’s not just about moving goods; it’s about building partnerships that stand the test of time.
Flexibility is another cornerstone of high-touch service. Recognizing that every customer is different, with their own set of requirements, a truly customer-centric approach means meeting them where they are and helping them grow. Whether it’s adapting to different enterprise resource planning, or ERP, systems, technologies, or team structures, the ability to be nimble and adaptable is crucial in delivering solutions that work for our customers.
Loyalty and reliability are non-negotiables with a high-touch 3PL provider. A shipping partner that is committed to staying true to its word, honoring agreements and going above and beyond to deliver on promises is a rare find. In an industry where trust is paramount, being able to rely on a partner to consistently meet expectations is invaluable.
But high-touch service isn’t just about words – it’s about action. It’s about being there for customers when they need it most, whether it’s providing round-the-clock support or going the extra mile to address challenges proactively. It’s about being accessible, visible and responsive, ensuring customers never feel like they’re left in the dark. Shippers benefit from real-time updates and the peace of mind that comes with knowing every detail is being meticulously managed, from pickup to delivery.
In an era where automation and AI are increasingly prevalent, there’s a temptation to automate the human element out of the equation. But true high-touch service isn’t about replacing people with machines; it’s about leveraging technology to enhance the human experience. It’s about using data and machine learning to empower human interactions, not replace them.
At its core, high-touch service is about authenticity. It’s about being genuine, transparent and honest in every interaction. It’s about admitting when things go wrong, taking ownership of mistakes, and working tirelessly to make things right. It’s about building trust through integrity and accountability, ensuring that customers feel confident in their choice of logistics partner.
In a world where customer service can often feel impersonal, high-touch service stands out as a beacon of excellence. It’s a reminder that in the transportation industry, relationships matter, and the human aspect can never be replaced.
So the next time you’re choosing a logistics partner, remember to look beyond technology and automation – look for an experienced 3PL partner that embodies the values of high-touch service, because in the end, it’s the people that make all the difference when it matters most.
Tracy Meetre is chief commercial officer at Sunset Transportation, the St. Louis-based third-party logistics provider.
Tags: Sunset Transportation