Having a logistics partner is all about building a relationship with professionals who understand the complexity of your supply chain.
In the complex, ever-shifting logistics industry, being able to successfully deliver goods from one place to another is just the tip of the iceberg when it comes to standing out. What truly sets a business apart is the way it supports the people behind the process, because in logistics, strong relationships and proactive service are just as important as operational efficiency.
At Baxter Freight, service drives our partnerships forward and helps our customers succeed in a demanding supply chain landscape. In an industry shaped by global pressures, regulatory changes, and evolving customer expectations, we recognise that adaptability and effective communication are essential.
Logistics isn’t just about moving goods around – it takes commitment to deliver excellent customer service that leads to happy customers, long-term partnerships and real bottom-line impact.
Customer service is an ongoing pursuit, and in logistics, it can be difficult to tackle, especially with varying customer demands. The evolution of customer service requires refinement and adaptation to ever-changing expectations and barriers from respective industries, which necessitates commitment and a proactive outlook from organisations.
So, how can you stay truly customer-centric within the logistics industry when each decision is laden with so much complexity?
Firstly, it’s important to identify the key blockers to success… and within logistics, there are many.
The logistics landscape: An imperfect industry
Logistics is not simple – there are countless moving parts, with layers of complexity being added each day, and customers expect everything to run flawlessly.
Needless to say, logistics and supply chains are of huge importance – they are the backbone of global trade. Every product, delivery and service we rely on depends on effective planning and communication. Failing this, there would be no food in the supermarkets, no fuel for cars, no medicine, and nothing to sleep on. It is estimated that the UK logistics and post sector alone is worth £55 billion to the UK economy, contributing to 5% of GDP.
With rising consumer demand, capacity constraints and unpredictable disruptions, the challenges continue to grow – from Brexit and COVID, to shifting import/export rules. To add to this, multiple factors now mean that we live in a ‘buy it now’ culture, where customers expect products and services to arrive on their doorsteps within 24 hours.
Within this environment, customer service is essential to protecting businesses’ bottom lines and reputations.
When customer service is the driver to success, it’s imperative to study not only how companies demonstrate customer focus, but also why the customer service experience is so important in the first place.
Customer Focus: The real differentiator in a demanding industry
Customer focus, in its simplest form, is the business strategy and mindset that prioritises the customers at the heart of everything a business does.
In logistics, this means designing solutions that don’t just meet expectations but anticipate needs and solve problems before they arise. As such, investing in time upfront to understand the full scope of a customer’s business operations, identify potential challenges and build a structure that delivers real value is vital.
One often overlooked tool that we can leverage to help provide excellent service is embracing the customer feedback loop. When businesses actively seek feedback, acknowledge areas for improvement and communicate solutions effectively, they show authenticity, take ownership and adopt a better together mindset. These are the traits that set customer-focused companies apart and build lasting relationships.
Beyond Service: Creating confidence through customer experience
It might seem incredibly obvious, but often, businesses look inwardly and solely concern themselves with focusing on how they appear to the customer, how their operations run and how they present themselves. However, while internal alignment is integral, the real focus should be on how our customers are perceived by their customers. This is a subtle yet powerful shift in perspective.
Consider this: You own a business that requires support with your logistics, but have a limited understanding of the complexities, with your end customer being less so.
Would you feel more confident being presented with a list of regulatory hurdles filled with industry jargon, or working with a logistics provider who clearly explains the challenges, educates you on why issues happen, and outlines solutions in plain language?
Once we realise that a good customer experience encompasses much more than ‘service’ and our ability to resolve problems, and instead empowers customers with the knowledge to manage expectations and communicate confidently, we can be to deliver a customer-centric approach.
In a complex, high-pressure industry like logistics, this type of customer support builds loyalty, strengthens partnerships, and turns customers into advocates.
So, how can we keep this mindset at the heart of everything we do? At Baxter Freight, that’s where our dedicated Account Managers come in.
We pride ourselves on anticipating our customers’ needs, believing that the weakest mindset for any logistics partner to be in is a reactive one.
When a process breaks down or a customer opportunity is missed, it often means the supply chain hasn’t been fully understood. Of course, though there will be instances where reactive problem solving is necessary, our goal is to provide consistent, proactive support that enhances customer experience and builds long-term trust.
But how do we anticipate our customers’ needs in a cost-conscious, scalable way?
Doing this starts with collaboration. Our business thrives on cross-departmental knowledge-sharing and teamwork, and a shared goal to help customers achieve long-term success. Our Account Managers are dedicated to understanding each customer’s unique supply chain, from product-specific needs to solution complexity. These then become our ‘growth opportunities’ – aptly named, as they are designed to aid our customers in growing their businesses in each respective element of their supply chain, alongside our partnership with them.
Despite being our customer’s main contact and dedicated specialist, no Account Manager works alone. Behind every one of them stands a network of freight specialists, product experts, and senior leaders with decades of experience in customer service-driven logistics. Collaboration is behind everything we do, and it helps shape our solutions and business model.
Weekly meetings with our Senior Leadership Team allow us to align on key opportunities and challenges, ensuring the right support is delivered at the right time. This process includes connecting customers not just through their Account Manager, but also with the heads of departments who work behind the scenes to keep their supply chain moving.
As Head of Account Management, I’ve seen the powerful results of this dynamic, customer-first approach. The best motivator for continuing, however, is knowing that we have a long, long way to go. There will always be more strategies to implement, more decisions to be accountable for, and many more lessons to be humbled by in the pursuit of being the best in the industry.
After all, the importance of customer service isn’t just about performance – it’s about people. And as long as we have customers, we’ll keep asking the same question: How can we be better?
Having a logistics partner is all about building a relationship with professionals who understand the complexity of your supply chain and are committed to elevating your customer experience. In an industry where challenges are constant and stakes are high, it’s the providers’ job to be the ones who truly listen, collaborate, and go beyond expectations that deliver the most long-term value.
At Baxter Freight, we believe in being an extension of your team. By focusing on customer service, industry expertise, and a proactive approach to problem-solving, you can ensure your business remains agile and ahead of the curve. If you think Baxter Freight could be the right fit for your business, get in touch with one of our experts today!
