The Anchor of Trust in Logistics: Why It's About More Than Just Data
Transparency. In logistics, the word is on everyone's lips. A panacea, it seems. But is it really? The more we digitalize, the louder the call for insight becomes. Yet, behind the sheer volume of data we can produce today, lies a much more valuable asset: trust.
This topic hasn't let go of me since my conversation with Tim Sadowsky from Shippeo on the LogTech Podcast. We agreed: true transparency goes far beyond the simple question of "Where is my truck?" It is the foundation on which the relationship between shippers and carriers must be rebuilt today.
The Daily Conflict: Shipper's Desire vs. Carrier's Reality
Let's be honest. The fronts are often clear: On one side, the shipper. He wants – understandably – to know what's happening with his goods. At all times. Without gaps. On the other side, the carrier. His world is complex. He juggles subcontractors, struggles with different IT systems, and – also understandably – doesn't want to simply reveal his routes and trade secrets.
The carrier's reluctance is rarely ill will. It's the tough operational reality. Anyone who ignores this perspective will never find a workable solution. We demand transparency, but often overlook how difficult it is to implement in practice.
Less Is More: The Power of Relevant Information
This is exactly where we need to start. Instead of a potentially overwhelming flood of real-time GPS data that no one ultimately evaluates, we need something else: the communication of clearly defined, relevant events.
The concept behind this is called Milestone Tracking. Imagine you, as a shipper, don't receive a thousand GPS points, but these four simple but crucial signals:
- Goods successfully picked up: You know the process is running. Peace of mind.
- Important hub reached/left: You understand the progress and see that everything is going according to plan.
- Loaded for final delivery: You can prepare yourself and your customer for arrival.
- Successfully delivered (incl. digital proof of delivery): You have the official completion. The case is closed.
These milestones not only create a crystal-clear overview. They also enable both sides to act proactively in case of deviations, instead of reactively sinking into chaos. For the shipper, this means better planning, less stress, and more satisfied customers.
What Does the Carrier Get Out of It? More Than Just Peace on the Phone
For the carrier, too, this structured transparency is a blessing. Clear, automated communication means: dispatchers are relieved because constant inquiries ("Where is my delivery?") are eliminated.
What's more: anyone who provides reliable milestone data polishes their image. They become a reliable partner instead of just a service provider. In a competitive market, this is a hard competitive advantage. Carriers who communicate proactively and honestly build stronger and longer-lasting customer relationships.
Trust as a Foundation: It's Not Just About Efficiency
At the end of the day, transparency is not purely an efficiency issue. It is the cornerstone of trust. When a shipper knows that he receives honest and timely information – especially WHEN something goes wrong – a completely new basis for cooperation emerges.
The often-cited skepticism and mistrust in logistics can only be dismantled in this way: through processes that can be relied upon. Technology is the "enabler," the tool that helps us build this bridge of trust.
My Conclusion: The Future of Logistics Is Collaborative
The future of logistics is, without question, transparent. But it's not about one side dictating and the other delivering. It's about finding solutions together that work for both sides. Milestone Tracking is a huge step in this direction because it reconciles the needs of the shipper with the reality of the carrier.
However, we only achieve real progress in a collaborative environment. Shippers and carriers must approach each other and see digitalization as a common opportunity.
Transparency is therefore not purely a technological question. It is a question of attitude.
You can find more background information on this topic in our podcast episode "LTL Transparency - between Claim and Reality" with Tim Sadowsky, available on all platforms.
