4. Integrate visibility tools into your own Web site or other customer-facing components of your operation. Many companies have integrated online tracking and other shipping tools onto their own Web sites. This not only allows them to improve service to their own customers and cut down on where's my order phone calls, but it also drives additional traffic on your site as customers return to check on the status of their orders. Proactive notification of shipment status enables shippers to improve their customer service by proactively alerting customers of critical package status events.
Most shipping companies offer supply chain visibility solutions, and some go much further; it's worth your while to make sure the company you deal with offers the solution that's right for you. And if not, don't be afraid to shop around.
About the Author: Jordan Colletta is vice president of e-commerce marketing at UPS.