FreightCenter

The challenge of creating a successful simplified CX for the complex world of
freight logistics

Building transformative digital and CX solutions for an already highly complex service offering is a challenge, but making such solutions during a global supply chain crisis was the type of challenge I was excited to take on.

As the world looked on from their tv sets, hearing the logistical armageddon of cargo ships docked at sea, lack of port workers or truck drivers to transport goods due to post-pandemic labor shortages, and who could forget the toilet paper shortage due to the aforementioned issues. The shipping and logistics industry around the world had reached a boiling point.

It was clear that we needed to reimagine CX and digital strategies to reduce our customers' anxiety, simplify their journey, and keep them at the forefront of our communications, all while ensuring our inbound sales did not halt due to global and industry disruptions.

The strategies to do this included refining our digital properties and demand-generation channels. Develop a more personal and human-centric tone with our key audiences and expand current marketing strategies into an omnichannel marketing engine—refined the paid strategies to incorporate re-targeting opportunities and narrowed our online audiences to focus the annual $1.5M digital spend on increasing conversion metrics.

FreightCenter is a full-service nationwide third-party logistics (3PL) provider with a vast portfolio of transportation solutions, being a preferred provider for freight shipping services, Less-than-Truckload (LTL), Truckload (TL), Intermodal, and International air and ocean.