Building trust in an automated freight industry

With the prevalence of new software and other technology in the freight industry, it can be difficult for both shippers and carriers to determine their best purchases and contracts on the digital landscape. Especially with the increasing danger and sophistication of scams and bad actors in the digital space, the human element remains a vital part of business.

Nicole Slavin, sales manager at CtrlChain, sat down with FreightWaves’ Timothy Dooner to discuss the keys to building and maintaining trust in today’s technological environment.

As always, success depends on understanding what customers want and delivering that. According to Slavin, the most important element in the transportation industry is always trust, and that won’t change with new products or systems. “Everyone is touting their new technology, and there is exciting new stuff on the market, but what it really comes down to is your relationships,” she said. “Who is going to pick up the phone or be the one to call you?”

Despite advances in software, AI and equipment, productivity still relies on skilled workers to apply those technologies in the best ways to keep customers satisfied.

“Take all the manual work off the shipper’s plate,” Slavin said. “Automate anything you can to take extra time and work off your partner’s desk, but what that takes is knowing their business and what they need. Automation can aid your operation, but your partner needs to trust the end result.”

As scammers and bad actors use technology to pull off more sophisticated crimes, it can be difficult to distinguish legitimate companies from nefarious ones at a glance.

“Transparency is now more vital than ever,” Slavin said. “Being able to see your load from the time it gets entered all the way to the final delivery and understanding that the costs match exactly what is expected, that the truck you expect is the one picking up – knowing that you’re getting exactly what you’re paying for builds trust.”

Long-lasting success for shippers, carriers and 3PLs, she said, is entirely dependent on reputations for consistency.

Trust becomes most crucial, according to Slavin, when exceptions or unexpected problems arise. “There will always be situations you can’t account for in transportation. There is a driver and a truck, and bad weather or an equipment breakdown will happen to everyone. Knowing that your partner will proactively call you and give you solutions builds trust going forward,” said Slavin. 

Although many businesses rely on automated systems for communication, Slavin says it’s a mistake to neglect the human element. “No one wants to go to an online help desk or an AI chat function. You just want to know that someone’s there to help you out and fix it or help you find a solution. Not just follow up, but also follow through,” she said.

When it comes to building trust with new partners, Slavin said clear expectations are key. “When you’re first onboarding, make sure that everything is crystal clear – how the business works and what is expected. More importantly, you can’t just do that once. That’s a relationship. Repeated experiences are what builds trust.”

“We’re all doing the same thing day in and day out. Working with someone you genuinely know and trust and enjoy working with, that’s the win,” said Slavin.

Freight has always been an industry of relationships, and technology has not diminished that. If anything, the reliance on advanced software has highlighted the need for stronger interpersonal connections.

“The most important thing is to always know who it is you’re working with, how strong that relationship is and if you’re getting what you want out of it,” Slavin said. “There are so many pitfalls in the marketplace right now, so making sure that you have a good, strong relationship with your transportation partner is the most important thing you can do.” 

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