In logistics, speed has always been a competitive advantage. Today, it’s not enough to simply deliver quickly — customers expect fast, reliable service at every touchpoint. Whether you’re a carrier or a freight broker, the customer experience has become the defining factor in whether customers stay loyal, move on, or recommend your services to others.
To understand how companies are adapting, Front commissioned a new State of Service Expectations study focused on logistics professionals. We surveyed over 900 professionals whose work depends on logistics tools and services to uncover how support operations are evolving and what customers truly expect from their service experiences.
From AI adoption to proactive communication, the findings highlight a growing divide between companies that treat customer service as a cost center and those that recognize it as a driver of growth, trust, and retention.
Let’s explore three key insights from the report and how they can impact your team’s approach.
research: Understanding logistics customers: The state of service expectations
Learn how logistics teams can turn customer support into a competitive advantage
1. Service quality is driving revenue growth
Logistics customers aren’t just tracking shipments, they’re measuring your responsiveness, reliability, and communication. Whether they’re interacting in a B2B or B2C setting, customers expect the same level of speed, transparency, and personalization they get from top-tier consumer apps.
According to our data:
Fast replies, helpful answers, and a personal touch aren’t just nice-to-haves; they’re deal breakers. Customers will move on quickly if they don’t get the service they expect. In fact, half say they’ll walk (or urge their team to do so) after just three or fewer bad experiences.
The teams pulling ahead are the ones making it easy on themselves: connecting their tools, automating the busywork, and showing up with the speed and accuracy today’s logistics game demands.
2. Proactive service is the new standard
The days of customers sitting on hold just to ask, “Where’s my shipment?” are over. Nearly half of logistics customers now prefer updates via SMS (49%) or email (47%), a clear sign that proactive communication is the new norm.
But proactive service isn’t just about sending more messages — it’s about sending the right ones at the right time. When delays happen (and they will), keeping customers in the loop builds trust and takes pressure off your team. Spot issues early, reach out before they ask, and you’ll turn frustrating moments into opportunities to strengthen the relationship.
3. AI adoption comes with a trust gap
AI is picking up steam in logistics, but not everyone’s sold on it yet. Among daily AI users (the “Adopters”), 75% say it’s improving customer service. But zoom out to the industry as a whole, and only 58% agree.
What’s giving skeptics pause when it comes to AI-led service?
Bottom line: if AI’s going to help, it needs to feel helpful. That means training your tools well, being clear about when a human’s stepping in, and making sure handoffs are smooth. Our new AI Experience Impact Score (AXIS) gives teams a way to track how AI is really performing — from resolution accuracy to customer effort and escalation quality.
4. Service is the deal-breaker, and the pressure’s on
When things go wrong (lost shipments, fraud, delays), it’s your service team who takes the heat. Last year alone, logistics companies lost an average of $402K to fraud, and that fallout often lands squarely in the inbox of your support team.
But here’s the good news: service can be your safety net. Nearly 80% of customers say great support can win back their trust, even after something goes off the rails.
Expectations are climbing fast, but so is the chance to stand out. With the right tools — smart automation, fast escalations, and a team that communicates with clarity and care — logistics companies can turn every customer interaction into a moment of value and a reason to stay.
Download the full State of Service Expectations logistics report to explore all the findings and learn how your team can deliver smarter, faster, and more human customer service in 2025.
research: Understanding logistics customers: The state of service expectations
Learn how logistics teams can turn customer support into a competitive advantage
Written by Front Team
Originally Published: 8 May 2025