Skip to main content

The Traffic Club of Chicago recently hosted an electrifying Shipper’s Panel, drawing together a constellation of shipping industry luminaries. The dialogue was a treasure trove of revelations, spotlighting the evolving dynamics of partnerships, technology integration, customer service, and the collaborative approach toward supply chain optimization.

Revolutionizing Partnerships with Suppliers and Service Providers

At the heart of the discussion was the resonance of partnerships in the industry, notably underscored by Project 44. The emphasis was on reducing stock outs and ensuring inventory optimization—a critical aspect for businesses. Maintaining stock levels is key, and this necessitates streamlined communication between suppliers, service providers, and customers.

The Crucial Role of Technology and Customer Service

Panelists highlighted the pivotal role of technology in improving customer service, especially within Transportation Management Systems (TMS). Direct communication channels between customers and service providers significantly reduce layers of communication, enabling operational efficiency by keeping stakeholders informed about stock availability and upcoming shipments.

Segmentation and Last Mile Excellence

Segmentation emerged as a cornerstone for effective customer service, as exemplified by the approach of retail giant PetSmart. Their “Ship from Store” initiative coupled with a keen focus on last-mile carriers showcased the growing importance of ecommerce and the criticality of meeting evolving consumer expectations.

Strategic Collaboration Across the Supply Chain

The conversation resonated with the need for cost optimization throughout the supply chain. Shippers expressed a willingness to invest in cutting-edge technology or pay slightly higher market rates, provided these investments yield end-to-end savings. The industry is transitioning from traditional vendor relationships to holistic partnerships among manufacturers, shippers, and retailers.

Synergy Between Logistics and Sales

A notable takeaway was the imperative of alignment between logistics and sales teams. Collaborative efforts empower sales to comprehend realistic delivery timelines, thereby fostering stronger partnerships with customers. Insights gleaned from customer discussions enable a more nuanced and effective representation of a company’s offerings.

Customer-Centricity and Convincing Clients

The shift towards customer-centricity demands a structured approach. The panel discussed outlining deliverables and the inherent benefits for clients, recognizing that this shift may necessitate convincing clients to invest beyond standard practices.

Enhancing Customer and Driver Experience

Intriguing questions surfaced around the role carriers play in augmenting the overall customer experience. Additionally, considerations were raised regarding the importance of the driver experience, acknowledging its ripple effect on service quality.


The Shipper’s Panel at the TCC Transportation & Logistics Customer Forum was a melting pot of progressive ideas and industry insights. It echoed the industry’s shift towards collaboration, technology integration, customer-centric strategies, and the vital role of informed partnerships across the supply chain.

As the industry continues to evolve, the key takeaways from this panel discussion serve as guiding lights, emphasizing the significance of adaptive partnerships, technology infusion, and customer-centricity as pivotal drivers of success in the ever-evolving landscape of transportation and logistics.

To find out more, contact us today.