Prioritizing Scale Over Customer Service in the Tech Industry

In today's challenging global market, technology is not just a tool, but a crucial asset for the tech industry. This is especially true for freight forwarders, who are navigating a rapidly evolving landscape.

A steady innovation roadmap is essential for freight forwarders, as they strive to adapt to the changing needs of the industry. However, the integration of disparate systems during tech mergers can lead to data mismatches and workflow misalignments, which freight forwarders can't afford in a volatile shipping market.

The tech industry has seen a shift in layoffs in 2025, moving towards AI. This underscores the importance of choosing a tech partner that delivers stability, innovation, and real-world logistics expertise. Freight forwarders need a partner with logistics in its DNA and a focus on long-term customer relationships over short-term consolidation plays.

In 2025, C.H. Robinson entered into an alliance for digital supply chain innovation with a specific technology company. While the partner company in this alliance was not explicitly named in the results, the emphasis on partnership underscores the importance of choosing the right tech partner.

High executive turnover can lead to strategic drift in freight forwarding businesses, making it crucial to choose a partner that is consistent and reliable. Delayed product innovation and updates can occur when leadership focuses on growth-at-any-cost strategies, so a partner that prioritizes a flexible, modular digital freight platform is ideal.

Such a platform simplifies complexity, enhances service, and grows both revenue and profitability. Cloud-based architecture supports scalability without added complexity, while interoperability connects with customers and partners across the supply chain.

However, massive tech integrations are operational and cultural upheavals that can lead to lost time, eroded trust, and missed opportunities for freight forwarders. Support teams may be spread thin or realigned away from customer needs during tech integrations, and short-term disruptions like delayed responses, missed updates, or off-hours outages can cause major setbacks.

In a market where technology has become the backbone of modern logistics operations, freight forwarders can't afford to be tethered to inflexible platforms or distracted vendors. Instead, they must choose a partner that delivers stability, innovation, and real-world logistics expertise, ensuring a smooth and successful digital transformation journey.