Voice of Customer: The Shipper Perspective
Freight forwarders’ customers—shippers—think differently about supply chains. They are easily confused by too many details or fragmented info, and their expectations for a digital experience are higher than most forwarders realize.
By elevating the shipper perspective through research, interviews, and storytelling, I reframed Logixboard as a true revenue driver for forwarders.
Closing the Gap Between Forwarders and Their Customers
Spotting the Gap
Through observing customer and prospect calls, I noticed many forwarders truly believe their customer-facing tools were “good enough”.
In reality, most customer portals were built with a very operational lens, not for the shippers who actually use them.
Shippers juggled multiple logins and incomplete data.
Portals were organized around freight systems, not supply chain outcomes.
Many forwarders underestimated how much digital experience influenced buying decisions.
As part of the Logixboard re-positioning effort, I wanted to introduce a new narrative: having a great (like, really great) customer experience isn’t a “nice to have”—it’s a deciding factor for shippers choosing their logistics partner.
From Raw Insights to Clear Themes
I conducted in-depth interviews with about a dozen shippers across industries, capturing what they loved, hated, and wished for in a forwarder’s digital experience. I then:
Synthesized qualitative data into clear themes and supporting quotes.
Uncovered common needs that forwarders rarely hear directly.
Framed findings in language that would resonate with both executives and customer-facing teams.
The result was a set of research-backed insights that I could use to frame Logixboard as the expert on digital customer experience and capture prospects’ attention.
Turning Research Into Revenue Tools
I didn’t stop at publishing a report; the findings became a backbone for marketing campaigns and sales enablement:
Flagship content positioned as “The Shipper Perspective.”
Short, sizzle‑style interview reels for paid and organic LinkedIn campaigns.
Ad creative that paired shipper quotes with product visuals.
Sales decks and talk tracks weaving shipper needs into every pitch.
This gave us a steady stream of high‑credibility content and helped the sales team lead with a compelling narrative.
Results & Impact
Equipped sales team with credible, third-party proof points to reframe the value conversation.
Differentiated us from “good enough” portals by positioning CX as a core buying factor for shippers.
Generated strong LinkedIn engagement and inbound interest from ideal‑fit accounts.
Built a reusable asset library (stats, quotes, and videos) still in use across campaigns.
In the process, I learned that when you let customers speak for themselves, they often sell your solution better than you can.