Why V. Alexander Replaced Their In-House Portal—And Never Looked Back

Overview

V. Alexander & Co., Inc., a family-owned international freight forwarder and customs broker, has long been known for its commitment to personalized service and industry expertise. Daniel Hallock, Vice President of Business Development, understands that standing out in today’s highly competitive market requires customer service excellence. “V. Alexander is constantly focused on providing our customers with the greatest service, and we do that through two foundational pillars: people and technology,” said Daniel Hallock.

To maintain their competitive edge in an increasingly digital landscape, V. Alexander needed a cutting-edge customer visibility solution. After years of designing and maintaining an in-house customer portal, the company made the strategic decision to replace it with Logixboard—a move that allowed for quick and efficient innovation that created an enhanced customer experience, strengthened client retention, and unlocked new business opportunities.

The Challenge: A Legacy System Ready for Its Next Chapter

For years, V. Alexander relied on an internally developed customer portal to provide shipment visibility to their clients. Once a standout tool, it eventually began to show its age in a fast-evolving logistics technology landscape. Although it was built with care and intention, it no longer showcased the company’s forward-thinking spirit.

“It had become difficult for our customers to quickly and reliably get the answers they needed,” explained Davis Kannapell, V. Alexander’s Memphis Branch Manager.

Customers struggled to identify the most important updates or exceptions in the sea of data. Additionally, the in-house system required ongoing maintenance, diverting valuable resources away from the company’s core mission—providing exceptional logistics and customs brokerage services.

The Solution: Partnering with Logixboard for a Seamless, Intuitive Platform

Recognizing that software development wasn’t their core competency, V. Alexander sought a best-in-class visibility platform that would enhance their service offering without requiring them to reinvent the wheel. Logixboard emerged as the clear choice. “We needed a partner who could focus 100% on the technology side while we focused on what we do best—international transportation,” Hallock noted.

Logixboard delivered a seamless transition, offering an intuitive, easy-to-use platform that V. Alexander clients could quickly adopt. With real-time tracking, proactive alerts, and a centralized location for all shipment documentation and communication, the platform delivered exactly what V. Alexander’s clients had been asking for. “It’s a one-stop-shop where customers can see everything they need in one place,” shared Kannapell.

The Impact: Enhanced Customer Experience, Stronger Retention, and New Sales Opportunities

The adoption of Logixboard has been a significant value-add for V. Alexander and their customers. Customers who previously found shipment tracking cumbersome now have instant access to real-time updates, proactive notifications, and seamless communication tools. “Before, our customers were juggling multiple screens, emails, and carrier websites to get a full picture of their shipments. Now, everything is in one place, and they can manage by exception instead of chasing down information,” said Kannapell.

This transformation has profoundly improved customer satisfaction. Customers who may have considered switching to competitors for better technology can once again see V. Alexander as a forward-thinking provider that invests in cutting-edge tools. “We used to hear from prospects that they needed better technology. Now, we check that box without hesitation,” Kannapell added.

Beyond satisfaction and retention, Logixboard has proven to be a powerful sales tool. V. Alexander’s team uses it as a differentiator in sales conversations, often pulling up the platform during prospect meetings to demonstrate its capabilities. “When prospects see it in action, they immediately recognize the value. It’s helped us close deals that might have been tougher otherwise,” Kannapell emphasized.

A Strategic Shift That’s Paying Off

V. Alexander’s decision to replace their in-house portal with Logixboard has delivered clear benefits: a more modern, user-friendly experience for customers, and a powerful tool for winning and retaining business. Most importantly, it has reinforced the company’s reputation as a customer-first provider that continually evolves to meet market demands.

By making the strategic decision to partner with Logixboard, V. Alexander didn’t just upgrade their technology—they elevated their entire customer experience, securing their competitive advantage for the future.