We live in a time where technology follows us every step of the way. Indeed, technology does make our life easier in some ways, but, at the same time, it requires some “tolls” to be paid.
In recent years, technology has become one of the main assets companies want. Almost every carrier or broker strives to implement the latest technology and use it as a tool to impress customers. Some truckers have financial challenges that keep them from acquiring it, while others feel comfortable with making investments in it. Either way, both would agree that improving technology is their primary focus.
Now, how does this affect our industry?
Like any other service industry, a profitable trucking company is built on great customer service. It has been that way for almost a century; only in the last decade has our priority shifted to technology.
With this in mind, are we on the right track?
The Real Challenge With Technology
Just a while ago, we booked a load with a carrier who claimed they have the best technology for tracking and updates currently in the market. We have to confess, we were sold. We thought, “This means they take freight very seriously over there.” How wrong we were! They claimed their custom-built phone app tracks drivers and requests updates from them automatically, that are sent directly to us. So we proceeded with booking the shipment. Since the driver was originally in the same zip code of the pickup, we thought we’d receive updates pretty quickly. An hour later, still no news. We called the dispatcher who briefly put us on hold. After about 2 minutes or so, he returned with news that the driver was loaded half an hour ago and already rolling. We were very annoyed. We had made it clear to the dispatcher that we needed these updates, before booking the shipment. He confirmed the driver would do that through their app. As we discovered, the driver hadn’t. Now, someone could think “Why get so furious? The driver was loaded and rolling. That’s a good thing!” Well, at our company, we have a six-step update process informing customers and with this carrier, we missed three of them, right away. Our minimum six-step update process consists of:
– ETA to the pickup
– Driver arrived on-site for pickup
– Driver Loaded
– Photos of loaded and secured freight, written confirmation of the number of pieces, weight, BOL #, ETA for delivery
– On-site for delivery
– Unloaded and a hard copy POD
Luckily, we were able to get the requested information, on behalf of our client, after the fact.
Our six-step update process has a purpose. I would hate to run into a situation where something didn’t match the details that were provided by the customer, but we don’t learn of it until much too late. The driver would have to return to the shipper, which would then delay the transit for delivery and inconvenience the customer. Do you think we’d win this customer’s business the next time around?
So, what does this tell us? If we want to see the full capability of technology, we have to still rely on the human workforce that believes in customer service, that delivers on an agreement made which, in our case, is updated at every stage.
A Human’s Touch
Interestingly, the next day I booked another shipment with another carrier, a medium-sized company with about 40 trucks. At the time of booking the shipment, I gave the dispatcher the same instructions we give to everyone else about our strict updates and he assured me he’d stay on top of it. Next thing I know, we’re updated that the driver has been dispatched and also receive his ETA to the pickup. After about half an hour, we learn he is on-site for the pick-up. Shortly after, I receive photos of the loaded and secured freight with an inventory of a number of pieces, weight, BOL# and ETA to delivery. Of course, as I was getting these updates, I kept my customer informed, too, and they were pleased. After the customer confirmed everything was in order, I advised the carrier that the driver was good to go.
Now, is a technology-driven company, in general, a better solution than a company that focuses on customer service primarily and does that manually? True, there are companies that utilize technology well and train their staff to take it very seriously, but we should keep in mind that whenever we have the technology to rely on, we get comfortable. Like with anything else, after a while, or after a few successful tasks, we leave technology to do everything automatically. When things go wrong, as sometimes they will, it’s not that we need to blame technology. Rather, we need to hold ourselves, and our commitment to customer service, to higher standards.
Stay tuned for Part II.