Customer Service in the Freight Forwarding Industry

Customer Experience as a Differentiator in Freight Forwarding

In global logistics, technology and networks are often viewed as the ultimate differentiators. Yet research consistently shows that customer experience (CX) remains the decisive factor in retaining shippers and winning new business. According to PwC, 73% of customers cite experience as an important factor in their purchasing decisions, second only to price and product quality. In freight forwarding—where margins are tight and services are commoditized—CX is increasingly the battleground.

Why Customer Experience Matters in Logistics

Shippers expect seamless, proactive, and industry-specific support. Delayed responses, lack of accountability, or unresolved issues directly affect supply chains, which in turn erode trust. McKinsey notes that companies delivering consistently excellent B2B experiences grow revenues 4–8% above their market. In logistics, this translates into measurable outcomes: reduced churn, higher wallet share, and stronger long-term contracts.

Five Cornerstones of CX Excellence in Freight Forwarding

1. Proactive Issue Management
   Forwarders who follow up without reminders demonstrate ownership. This reduces downtime and shows commitment to the customer’s business continuity.
2. Fast and Accurate Rectification
   Documentation errors or invoice discrepancies must be corrected within 48 hours. Slow remediation not only damages trust but also risks customs penalties and cash-flow disruption.
3. Named Points of Contact
   Having identifiable people responsible for operations and customer service—not generic mailboxes—adds accountability. Gartner research highlights that “named relationship managers” improve customer satisfaction scores by up to 30%.
4. Single Point of Escalation
   Escalation paths must be clear and responsive. Shippers value not just problem solving, but the confidence that issues won’t vanish in a maze of departments.
5. Professional, Sector-Specific Support
   Using the right language matters. A pharma shipper expects knowledge of GDP compliance; a chemicals shipper expects REACH awareness. Customer service should be vertical-specific, professional, and free of unnecessary jargon.

The Competitive Edge

Customer experience is not a “soft” differentiator; it is a hard metric tied to financial performance. For instance, Bain & Company reports that B2B companies excelling in CX grow revenues 10–15% faster and achieve higher margins. In forwarding, where many players offer the same port pairs and rates, the experience delivered at each touchpoint becomes the true differentiator.

In short: CX in logistics is no longer optional—it is the foundation of resilience, retention, and reputation.