Why Personal Touch in Customer Service Beats Full Automation

The Balance Between Automation and Personal Service

With advancements in AI and automation, many freight companies are tempted to automate everything possible. However, customer experience, not just automation, sets freight companies apart from competitors, according to Frank Kenney, director of industry solutions at Cleo.

"Many freight companies assume that digitizing and automating everything is ideal, but shippers prioritize customer experience over price and automation," Kenney explains. In times of abundant capacity, shippers value relationships and manual support from staff for effective problem-solving and communication.

Personal Level of Service

In the rush to automate, it’s crucial to recognize that shippers still value personal customer service. While automation can reduce workloads, it should not lead to workforce reductions. Instead, automation should empower employees to maintain relationships with clients and partners. "Finding valuable use cases for AI to enhance our operations is the best way to leverage technology," Kenney advises.

Effective Use of Automation

Managing excess data and email communications is a smart way to utilize automation. Freight companies often handle large volumes of data tracking, and not all of it requires manual oversight. "You must choose wisely where to automate or digitize," Kenney states. It's essential to provide data visibility to customers while ensuring personal interaction at crucial stages of the process.

The Importance of Transparency

Freight companies consistently opt for vendors who offer greater transparency, better integrations, and enhanced personal connectivity. "Visibility and communication are differentiators," according to Kenney. In a competitive freight market, significant investments in technology are only made when a return is evident.

As for future investments, Kenney emphasizes, "If I had to invest heavily in any technology for 2025, it would be in making processes as transparent as possible. Don’t interpret all the data without making it accessible to your customers."