In the complex world of freight, relationships are undoubtedly important. However, it’s important to consider who you hold relationships with at your customers, and how you create and maintain those relationships. When it comes to booking appointments for loads, the primary communication isn’t typically with the transportation management team at the shipper’s corporate office. Instead, the interactions are largely focused on the shipping location, the receiving location, or possibly the shipper’s customer or vendor.

This distinction is crucial because it reframes the purpose and impact of the scheduling process. While overall relationships with shippers are vital for securing freight, the act of scheduling appointments with specific facilities and points of contact is described as being “actually about the reputation you hold with those parties that are ultimately going to be talking about if you’ve messed up”. These are the individuals and locations that directly experience the execution (or lack thereof) of your freight management. 

Deema says that “the relationship building doesn’t happen in the appointment scheduling part as it means like improving the relationship or being able to get more freight”. In other words, you’re not likely to win more business from a shipper simply because you excel at scheduling appointments with their receiving dock.

Instead, the value derived from efficient and correct appointment scheduling lies in solidifying your reputation. A good reputation with these operational points means you are seen as a carrier (or broker) that they appreciate working with. Conversely, if mistakes are made or the process is complex and problematic, those parties are more likely to give push back because you’re not doing your job well, and it’s impacting their side of the business. 

Therefore, the focus in appointment scheduling is on execution accountability – getting the job done right. It’s about not causing more issues or adding complexity to the process. It’s also about the ability to effectively surface issues when they arise and having the necessary information to see where the breakdown happened, whether for a single appointment or at a specific facility. This level of detail and transparency in handling problems further contributes to a reliable reputation.

While overall business relationships drive freight volume, appointment scheduling is a critical operational function where executing reliably, quickly, and accountably earns a reputation of trustworthiness with the specific locations and contacts involved in the pick-up and delivery process. It’s a foundational element of good service that prevents problems and smooths operations for others, thereby protecting and enhancing your reputation as a reliable partner.