Track and Trace: Inevitable Trend in Forwarding to Drive Customer Satisfaction

Amit Maheshwari, Softlink Global CEO

Increasing globalization has changed the landscape of how cargo moves across various modes. Alongside the increase in the speed of delivery, there is a constant need to improve the customer’s experience in the whole process.


Among the suite of provisions you as LSPs and business stakeholders provide, the impeccable management of documentation and the real-time cargo tracking must take precedence. Faster responses to questions like “Where’s my shipment?” can satisfy a customer. If you’re aiming for the ultimate customer satisfaction, you must try to ensure that the customer does not have any such questions.


The tracking of shipment, identifying its real-time position and keeping trace till delivery guarantees:


  • The assurance of progress
  • Filling any gaps arising due to miscommunication
  • Safety and accountability in case of damage, theft or loss


Empowering the Shipper and Being Self-Reliant 

Usually, your shippers deal with multiple clients themselves, too, making them as tied up as you are. Therefore, spending time following up with your customers to obtain all documents, despite having the software for it, questions the usability of your investment.

A solution that does not create dependency on either you or your customers breaks the barrier of multiple follow-ups. Recognized track and trace systems allow making sending, receiving and approval, and rejecting documents extremely simple. Clear separation of import and export modes, documents sent and received, approved or pending improves processing and compliance speed.


Making Approvals A Breeze

The process of shipping goods from a state to another involves legal checks that have no workaround. Anything amiss from the list of documents or required details can throw your schedule off track. Digging out documents that require immediate approvals must not be fished out from emails. It defeats the purpose of faster processing. If there is a series of email exchanges for, say, bills of lading, then you drive down the efficiency of the process. Ask your track and trace solution this question: Shouldn’t a document simply have the action buttons of Approve and Reject with reasons or comments?


Integration with Apps That Co-Exist to Improve Efficiency

Tracking and tracing are part of the larger process of moving cargo between locations. As business owners, you invest in tools and technologies that make the larger and sub-process smoother. In the process of tracking, you may be required to send documents via email. An EDI-capable track and trace system exchanges information with other applications like Microsoft Outlook. Such integration facilitates emailing documents with just one or two clicks.


Incorporating Accountability

Having multiple parties involved in a transaction can be laden with confusion and chaos when uncertainty strikes. Tracking and tracing must be able to easily identify the chain of command for the cargo. It doesn’t just help your customers to know the progress but gives you the insight to understand what caused a delay or rejection. Bringing transparency and accountability in your interaction with customers will bring them more satisfaction.


Track and trace solutions play an important role in freight and logistics processes automation and optimization throughout the entire supply chain. When you introduce simplified document management and accurate tracking and tracing, you can meet timely deliveries and enrich the customer’s experience from booking to delivery.