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In 2025, logistics is no longer just about moving freight; it’s about delivering intelligent, tech-enabled customer experiences that scale.
Freight forwarders and logistics service providers (LSPs) are under growing pressure to meet the evolving expectations of modern shippers. These expectations aren’t just about transit times or competitive rates—they’re about how well you use technology to improve their experience, increase transparency, and make their jobs easier.
To get a real-world view, we interviewed importers and exporters across the U.S., U.K., and Australia. We asked:
“What does the ideal freight forwarding experience look like to you?”
Their answers were strikingly consistent and highly actionable.
1. Centralized Information in One Digital Hub
One login. One source of truth. One place to work.
Shippers are overwhelmed by fragmented systems: emails, spreadsheets, disconnected portals. They want a unified platform where they can:
- Track shipments in real-time
- Access documents (like BOLs, invoices, and customs forms)
- Monitor order status and exceptions
- Collaborate with your team without chasing updates
One shipper told us:
“Instead of five different logins, I want one place where I can just get my job done.”
By offering a connected, intuitive platform, forwarders can reduce friction and earn long-term loyalty.
2. Proactive Notifications and Real-Time Transparency
Visibility isn’t a luxury—it’s how you build trust.
Delays happen. What frustrates shippers isn’t the delay itself—it’s being left in the dark. They want proactive alerts for:
- Container arrivals and delays
- Customs issues or holds
- ETA changes or exceptions
A supply chain manager shared:
“We had two containers incurring fees because no one told us they’d arrived. It made us scramble, and we ended up switching forwarders after that.”
Another shipper explained:
“Just tell me what’s going on—even if it’s bad. I can work with that.”
Proactive communication—especially during disruptions—isn’t just good service. It’s what keeps customers from switching.
3. Self-Service Capabilities for Everyday Tasks
Shippers don’t want to email you for every little thing.
They want the ability to:
- Modify basic shipment details
- Request pickups or rate quotes
- Download documents
- Track progress without logging support tickets
One operations lead said:
“If a BOL needs a quick update, I don’t want to wait hours over email. I just want to fix it and move on.”
Empowering customers with self-serve tools improves their experience and can even lighten the load on your operations team.
4. Streamlined Workflows That Minimize Email
Email shouldn’t be your system of record.
Quotes, bookings, status updates, and approvals—all of these become risky when managed through long threads and spreadsheets. Shippers want:
- Digital booking systems
- Automated milestone notifications
- Centralized communication
One logistics coordinator shared:
“If we could manage bookings inside the portal, we’d avoid so many email errors.”
Replacing scattered threads with structured workflows builds clarity, speed, and trust.
5. Enhanced Support for High-Stakes Shipments
Some shipments need extra attention, and shippers need you to know when.
From urgent replacement parts to high-profile retail launches, not all cargo is created equal. Shippers want:
- A way to flag priority shipments
- Extra monitoring and communication for those loads
- A sense that someone is actively watching it
A shipper told us bluntly:
“If something goes wrong here, it could cost us hundreds of thousands. I need to know someone is watching this.”
With priority tagging and thoughtful escalation paths, forwarders can provide peace of mind where it matters most.
6. Contextual Data—Not Just Raw Metrics
Shippers don’t just want more data. They want smarter insights.
Data is only useful when it leads to action. Shippers told us they need:
- Context around why a metric matters
- Guidance on what to do next
- Insights in their own language: SKUs, POs, inventory status
As one shipper put it:
“Tell me what’s happening and what I need to do. I don’t have time to interpret data tables.”
Platforms that deliver insight (not just information) are the ones shippers actually return to.
Final Thought: What Shippers Expect in 2025 (And Beyond)
These six elements aren’t “nice-to-haves.” They’re the new baseline.
And if you’re wondering what makes a best-in-class freight forwarder in 2025, this is it—direct from the shippers themselves.
If you want to win deals, retain key customers, and build long-term strategic value, start by building around these expectations.
Because the forwarders who design for their customers will lead the market.
Want to see how modern LSPs are using Logixboard to deliver shipper-first service? Explore the Connected Experience ➝
