Real time cargo tracking in a post-Covid world where supply chain disruption has become the norm can easily lead to an over-reliance on digital means to keep shippers informed, but face-to-face networking remains the most effective form of communication for freight forwarding agents.
A recent conference hosted by the Transportation, Warehousing, International Goods (Twig) Logistics Network highlighted the efficacy of good old-fashioned interpersonal information exchange.
According to industry executive Stephen Segal, who attended the event in Cancun, Mexico, the biggest takeout from Twig Talk '24 was the 20-minute one-on-one sessions that agents were encouraged to have.
“It showed that although you can do business by email, Teams and the like, it’s not the same as meeting in person.”
Segal said it was particularly useful for the company he represents as divisional director of clearing and forwarding, Value Logistics.
“A big company like Kuehne + Nagel has representation in countries all over the world, which is not something we have. But through Twig and its network of agents from logistics, packaging and warehousing, we can offer the same extensive service to our clients.”
Moreover, unlike big freight forwarding multinationals, network service providers can pick and choose who they like to work with, necessitating the need for maintaining and building relations through networking events such as Twig Talk ’24.
Attended by about 220 people out of a membership of 250 and representing some 140 companies from around 50 different countries, “the conference was a good opportunity to learn what’s happening from agents everywhere, what products are moving and what we should be targeting”.
He added that Twig also places a high premium on progressive involvement.
“They’re constantly looking at what’s happening and if you’re not trading you’re out.”
In comparison to bigger networks with thousands of agents where you end up just being a number, being part of Twig keeps you on your toes, Segal said.
“We’ve been part of this network for about seven years, the last two of which have been very good for us in terms of the business returns through Twig.”
Encouraging agents to get to know one another personally as opposed to face timing and other means, and thereby rendering a real personalized service to customers as opposed to just saying it because it sounds nice, makes all the difference, he added.
Segal argues that the disconnectedness of people relying on digital ways to communicate has become a big problem, robbing the workplace of real connectivity where value is added through human interaction.
“During Covid we lost that. For us, the relationship we have with our agents is the same as with our customers. A lot of relationship-building is hard work but it's worth it. There’s no guarantee of sustained business. You have to keep on working with your agents to bring the best to your customers.”
He said that in a way it boils down to not relying on contractual obligations to secure business.
“At Value Logistics we don’t worry about contracts. We worry about our customers. We don’t want them to feel they have to use us. They must want to use us. And they shouldn’t have to come looking for us asking what’s happening with their cargo. We should be going directly to them about what’s happening no matter when.”
Segal said it was an honour for a company from South Africa to have walked away with an award from Twig Talk ’24 for generating the most amount of business.
“We can see the consignments that some companies move and we’re nowhere near those levels in South Africa. It’s just not the kind of trade we have here. Compared to the rest of the world we are tiny,” concluded Segal.
