Insights from Diane Kaiser, Shipco's General Manager, USA Sales
In freight forwarding, most problems do not arise from major events but rather from minor issues, such as missed updates, slow responses, and a lack of clarity when delays occur. Over time, these gaps erode trust. At Shipco, the focus on customer experience is centered around avoiding such minor issues. The process is structured, but the delivery is always personal.
The right approach to customer feedback
Diane Kaiser, Shipco’s General Manager of USA Sales, views her role as more than just driving growth; for her, sales is a listening function. “Sales for us is the voice of the customer,” she explains. The feedback shapes not only how the team interacts with clients but also influences how the company evolves. “From customer feedback, we either grow from that or we change internally to make sure our customer’s experience is what we want it to be,” Diane explains.
This mindset is crucial in addressing problems. It focuses on understanding how issues arise and preventing them from occurring again.
Managing complexity with proactive coordination
Freight forwarding is complex. Multiple carriers, time zones, transport modes, and handovers across continents are all vital elements that require tremendous precision. Diane underscores this complexity: “It is a physical product that we are moving for you. It’s the origin. It’s the destination. There are different time zones. There are different carriers involved, whether it is a steamship line, an airline, trucking or warehouse company.”
Shipco’s role is to alleviate complexity for the customer. “We bring that all together for the customer to make it a seamless process,” she explains. The company’s daily handling of this process is what truly matters. Diane underlines, “We are answering the customers; we are giving them the attention they need and desire. That sets us apart from other companies.”
This consistency is backed by a global network that remains aligned. “We have a great network of people, exclusive offices and agents around the world, with great communication between all of us,” adds Diane.
The human element matters
While technology enhances efficiency, Shipco’s customer relationships often rely on something less scalable: familiarity and care. “We have longevity within Shipco; many have been here a long time and know the ins and outs of Shipco. They know the customers very personally,” Diane says. This knowledge base helps reduce the friction that often comes from handovers or support gaps.
Crucially, customers’ experience is defined by how we respond to their issue. “Whether it’s cargo rolling or a customs hold issue, it’s how you respond to it that makes a difference,” Diane explains. Being proactive rather than reactive makes the difference: “Are you proactively informing customers, that there’s an issue or that a shipment has been rolled? It’s your response time, the way you answer things, and the way you handle it that sets us apart.”
Going beyond the 9-to-5 mindset
Freight does not stop moving after business hours, and neither does Shipco’s team. “Sales isn’t a 9-to-5 job,” Diane asserts. What distinguishes her colleagues is not just their technical knowledge but also their commitment. “Our sales reps are so successful because they possess product knowledge. They have their global contacts to reach out to when assistance is needed.”
This dedication is evident when problems arise across time zones. “If they have to get on the phone at 10:00 at night with Shanghai to make sure something is delivered, I know for a fact many of them have done that,” she notes.
Customers recognize when such support is the norm. “They genuinely care that their customers are having a good experience with Shipco. They take pride in their work,” she reflects. This mindset, evident at every touchpoint, builds long-term loyalty. “We go the extra mile, whether it’s our customer service team or our sales reps,” she adds.
The difference is in the execution
Diane views each shipment as a test of consistency and care. “We bring it all together, and we want to show that in every shipment they do with us.” Customers remember the individuals who follow through, keep them informed, and stay on top of their shipments until delivery is complete.
