Got Questions? Winning Technologies for Carriers, Brokers and Shippers

Q. I manage a small trucking company. Most of our drivers use Smart-phones, but they’re not keen about load boards, and given a choice between more pay or more technology, I’m sure they’ll opt for cash. What’s the relevance of technology to me?

A. Pardon my phrase, but you sent me a truckload of things to unpack just now; much appreciated. But, here’s the funny thing: we all believe our situations are unique, but there are usually a lot of common themes, and we’re often just singing different variations. So, let’s take a look at where your shoes are pointing and see if we can find a clear path forward.

First, let's take a look at this, not from your company’s perspective, but from the viewpoint of a “prototype”. I’m going to go full-mode scientific observer, and we will view this situation not as a small trucking company, but as a “supply chain participant”. And, it will even be helpful to do a “good old SWOT analysis”, just because it’s a useful way to identify and label circumstances.

Strengths:

1. Motivated and informed management (that’s you)
2. Solid customer base
3. Some adaptation of technology
4. Above-average driver pool
5. Good reputation and strong connections
6. Demonstrates versatility as SC participant through brokerage

Weaknesses:

1. Unbalanced lanes
2. Small, unbranded supply chain player
3. Use of technology for compliance/convenience
4. Undeveloped strategy
5. Limited cash and technology resources

Opportunities:

1. Use technology to balance lanes and keep drivers off load boards
2. Use technology to create brand
3. Use technology to strengthen relationships with key non-tech customers (possible 4PL technology)
4. Apply technology to improve operations, reduce cost, enhance actionable intelligence
5. Use technology as a value-add for improved rates and become SC partner of choice

Threats:

1. Small supply chain participants are difficult to build upon; most supply chain initiators demand a lot of reliable capacity
2. Lack of technology makes providers hard to contact, hard to scale, hard to communicate with, and hard to pay easily.
3. Post Covid-19 relationships will be less personal, more performance-based. Without technology, a small player will need someone else to tell their story.
4. Without technology, most SC participants will not be able to improve their operations, optimize their equipment utilization, or attract an increasingly tech-savvy driver pool.
5. Without technology, a SC participant will be relegated to the role of a supply chain visitor, bouncing in and out from one trip to the next, playing only cameo roles.

Technology might not not the be-all and end-all. Excellent customer service, and safe, professional drivers do matter. But, this question becomes more central every day:

“Is it more or less likely that better technology can help us be more successful?”

At EKA Solutions, we have not encountered a situation where it made sense to have less, or less effective, technology. There may be a place for the “slow-adopters and non-converters”; however, it appears unlikely that it will be a place where they choose to spend any amount of time.

And, getting started down the technology path is easy, and, using the Cloud, it’s affordable, and available to all. Your decision to “Tech Up” may be the wisest choice you can ever make.