Automate Operations, But Keep Customer Service Personal: A Balanced Approach
With advancements in AI and automation, many 3PLs, brokerages, and freight companies are tempted to automate every possible aspect of their operations. However, seasoned industry leaders like Frank Kenney, director of industry solutions at Cleo, emphasize that customer experience, not just automation, sets a freight company apart from its competitors.
"Many freight companies assume that digitizing and automating everything is ideal, but shippers make decisions based on customer experience, not just price and automation," Kenney explains.
When capacity is abundant, shippers have a greater say in what they prioritize. Trends indicate that shippers value relationships and manual support from staff, particularly during problem-solving and crucial communication points. "In our race to automate, we've found that shippers still value a personal level of customer service," says Kenney. "You can eliminate some noise with automation, but it's a fine line."
The Role of Automation
Depending on the process, automation can reduce the workload for certain roles, but it doesn't mean companies should cut their workforce. The best use of automation, according to Kenney, is enabling employees to maintain and nurture relationships with partners and clients. "Finding the valuable use cases where AI can enhance our activities is the best way to leverage technology," he advises.
Cutting through excess data and email communications is a cost-effective way of leveraging automation. 3PLs and brokerages frequently handle large volumes of data tracking—areas not all requiring manual oversight. "You have to pick and choose where you automate or digitize," Kenney states. "Priority should be given to providing visibility to your customers, while ensuring personal interaction at every crucial step in the process."
Visibility as a Differentiator
Time and again, freight companies gravitate towards vendors that offer greater transparency, better integrations, and more personal connectivity. Kenney highlights that "visibility and communication are the differentiating features" that drive this preference.
Particularly for 3PLs and brokerages operating on slim margins, investment decisions focus on sales drivers. These companies in the fiercely competitive freight market only invest significantly in new technology if there's a return. "No carrier, broker, software solution provider, or any company in the freight space adopts tech just for tech's sake," Kenney notes. "They only do what they need to do."
"If I had to heavily invest in any technology for 2025, it would be ensuring processes are as transparent as possible," Kenney says. "Don’t attempt to interpret all data without making it available to your customers." According to sales data, customers consistently appreciate having more data and more communication—not just generalized solutions.
"Digitization, AI, APIs, and other tech may solve issues, but visibility is the best value you can offer to your partners," Kenney concludes. "Let those solutions originate with the customers, because you don’t know their models better than they do."
Investing in greater visibility and improved customer service ultimately pays off in sales. Learn more about how you can Shop, Register, or visit our Help Center for additional guidance on maintaining a balance between automation and personal customer connections.
