A new survey from Denim reveals that freight brokers and carriers are being evaluated on more than just cost. While competitive pricing still matters, it’s reliability, communication, and operational execution that drive long-term relationships.
“Shippers prioritize reliability above all else,” says Bharath Krishnamoorthy, CEO of Denim. “That kind of consistency comes from financial stability and operational clarity. Denim helps freight companies deliver on both—so they become the partners shippers rely on.”
Key takeaways:
· According to the report, 67% of shippers say service level and reliability are the top factors when choosing a freight partner, while only 10% list price. Yet even after the deal is won, expectations stay high.
· Missed deliveries, poor communication, and invoicing issues remain the most common reasons for churn. One of the most overlooked areas: collections and invoicing.
· Shippers don’t mind payment reminders—but they expect them to be professional, timely, and accurate. Nearly one-third (30%) say being contacted by unrecognized third parties is their top frustration, and 27% report issues with tone or unprofessional language.
· Shippers generally don’t view a broker or carrier’s use of factoring as a concern. In fact, most (54%) are either unaware of factoring or simply don’t consider it relevant to their decision-making.
