How Freight Brokerages Can Leverage the POWER of Customer Experience

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Only one thing is always true for your freight brokerage. 

Positive customer experiences drive success. 

The present market is encountering more significant difficulties than ever due to excess supply compared to limited demand. Recent market conditions caused Surge, a $150 million freight brokerage, to declare bankruptcy.

In this volatile environment, ensuring goods move from point A to point B is insufficient.

To stand out in this sea of providers, you must consistently offer a service that exceeds expectations and fosters deep, enduring relationships. 

Customer experience is not just a perk of the service - it's the crux around which all operations revolve. It has transformed from a nice-to-have to a fundamental, non-negotiable business requirement.

Key Takeaways: 

  • Customer Experience is Key: Success for freight brokers hinges on providing a consistently positive and personalized customer experience.
  • A poor customer service encounter can lead to a loss of business, highlighting the importance of consistency in delivering excellent customer experiences.
  • SmartBrokers are using the POWER Strategy - emphasizing proactivity, communication, world-class service, technology use, and responsiveness. 

Navigating High Stakes: The Impact of Customer Expectations

The bar for customer expectations is set high in the current market landscape. 

A revealing Salesforce study suggests, "74% of B2B buyers are likely to switch brands after a single poor customer service encounter."

It is crucial to prioritize providing not only a satisfactory customer experience but rather the best possible experience that is consistently delivered.

But what does a poor customer experience look like in the freight and logistics industry? It can manifest in several ways:

  • Lack of Communication: Lack of regular status updates or transparent communication about changes can lead to feelings of distrust and dissatisfaction. 
  • Delayed Responses: Not responding on the same day or within 24 hours makes customers feel ignored. 
  • Unresolved Issues: Failing to address and resolve customer issues promptly and satisfactorily can leave customers feeling frustrated and neglected.
  • Inaccurate Billing: Inconsistencies or inaccuracies in billing can erode customer trust and damage your reputation.
  • Unfriendly Interactions: Lack of empathy or courtesy during interactions can negatively impact a customer's overall experience.

It is essential to be aware of these potential pitfalls. SMARTBrokers can learn from these errors and make changes to provide customers with a personalized, attentive, and consistently positive experience. This proactive approach satisfies customers and promotes loyalty, resulting in repeat business and setting you apart in the competitive logistics industry.

SMARTBrokers Competitive Advantage: Transforming Transactions into Relationships

The freight brokerage landscape is diverse, with behemoths managing vast logistics networks and commanding extensive resources. However, the scale of these companies sometimes leads them to overlook the importance of personalized services and customer experience. SMARTBrokers fills this gap.

Large freight brokerages and 3PLs can make customers feel like another number in their extensive database. Their focus on scale can lead to a lack of personal touch and attention to specific client needs, including simple gestures like remembering special occasions.

SMARTBrokers take advantage of this gap in the market by offering more personalized and attentive service. By making each customer feel like they are the most important, you can turn every transaction into a relationship built on trust. This can lead to repeat business and referrals, helping your business grow.

Ensuring Stellar Customer Experience with the POWER Strategy

To consistently meet and exceed customer satisfaction, consider embracing the POWER strategy:

P - Proactive Problem Solving

Anticipate potential challenges and address them before they escalate, saving customers unnecessary costs, time, and stress.

O - Over Communication

Regular updates on processes, fees, timelines, and shipment statuses can foster a trusting relationship.

W - White Glove Service

Exceed standard expectations by tailoring services to each customer's needs and providing swift responses and detailed attention.

E - Embrace Technology

Utilize technology like freight payment systems, TMS, and track and trace tools to remove non-value add tasks. In doing so, you'll streamline processes and have more time to dedicate to customer experience. 

R - Responsiveness

Quick and readily available responses to customer inquiries can create a positive impression and earn customer loyalty.

The POWER strategy can set you apart as a freight broker. Yes, it demands time and resources. However, the potential rewards are well worth it. You'll see gains in customer loyalty and repeat business. Plus, positive word-of-mouth can boost your reputation. So, in today's competitive market, excellent customer service isn't just a bonus—it's an essential element for success.

Outpacing the Competition: The Critical Role of Customer Experience

Providing an excellent customer experience is no longer optional but crucial for survival and success. A superior customer experience can give a lasting competitive advantage.

By adhering to the POWER strategy – Proactive problem-solving, Over-communication, world-class service, Embracing technology, and Responsiveness – you cultivate an environment conducive to customer loyalty and repeat business.

However, this is not a one-off process but a commitment to continual enhancement. Customer expectations are not static. They evolve with each technological advancement and shift in market dynamics. Staying attuned to these changes is essential. Use the POWER strategy as a guide and tailor it to your unique business model and customers' needs.

The time and resources invested in enhancing customer experience might seem significant. Still, the returns, in terms of increased customer loyalty, repeat business, and a lasting reputation for excellent service, are invaluable.

Remember, your customers hold the key to your success. Prioritize their experience, exceed their expectations, and success will naturally follow.

Shipper Risk Evaluation Checklist

Shipper Risk Evaluation Checklist

Use this complete checklist to shippers to gather crucial credit information to evaluate the risk of a new or existing client.

Contact us to learn more and get detailed pricing.

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