Q: Can freight forwarders offer digital innovation and still feel personal?
A: Yes, with the right approach, forwarders can deliver seamless automation and human expertise in one experience.
Key Insights
- Digital freight tools are improving visibility, speed, and customer control, but not replacing people.
- High-touch logistics partners are integrating automation into real-time service, not using it to avoid clients.
- The best forwarders, like Dedola, balance cutting-edge technology with deeply human supply chain support.
- AI-powered tools and live expertise work best when combined to help importers make better decisions, faster.
Why Is Freight Forwarding Shifting Toward Tech-Enabled Service?
Logistics has always moved fast, but in today’s supply chain landscape, speed alone isn’t enough. Importers need clarity, predictability, and control, which is why forwarders have increasingly turned to digital tools that streamline workflows and enhance visibility.
But with automation becoming the norm, many importers wonder: Will tech replace the personal service I rely on?
The answer? Not if you’re working with the right partner.
At Dedola, we believe that tech should serve people—not replace them. That’s why we’ve built smart digital capabilities around the expertise and care of our team.
What Do Importers Actually Want from Freight Technology?
Modern logistics clients—especially high-volume importers—aren’t asking for flashy dashboards or bots. They’re asking for:
- Real-time shipment updates
- Streamlined document access
- Simple ways to request quotes
- Responsive answers when issues arise
- Tools that reduce errors and delays
In short, they want reliability at scale.
Technology alone can’t deliver that. What makes it work is a team that understands how to apply the tech to real-world shipping challenges—and who can guide clients through changing regulations, routing options, and pricing risks.
📚 Related insight: McKinsey found that digital-forward shippers outperform peers only when paired with strong logistics partnerships.
Why Do “Digital-Only” Freight Forwarders Fall Short?
Some tech-forward logistics providers try to remove human interaction entirely. While that might work for small or infrequent shipments, it often falls short when complexity increases.
Here’s why:
- No automation can anticipate port delays or strike threats the way an experienced operations team can
Example: Port labor negotiations have disrupted U.S. terminals with little AI foresight.
- Pricing tools can’t minimize avoidable costs, like detention and demurrage.
- Live exceptions—like FDA holds, customs exams, or transshipments—require expertise, not chatbots
AI and automation are powerful, but freight still requires judgment, strategy, and relationships. That’s where Dedola’s hybrid approach shines.
How Does Dedola Combine Human Support with Digital Power?
We’ve built our logistics ecosystem around three pillars: Smart Systems, Human Touch, and Expert Guidance. That means:
- Real-time shipment tracking—but also a real person available when things change.
- Easy document access via our online portal—plus compliance support from a licensed customs broker.
Our clients can handle their shipments with modern simplicity, but they’re never on their own.
Learn more: Our Technology
What’s a Real-World Example of Tech and Human Service Working Together?
One of our lifestyle brand clients faced repeat FDA inspection delays. By taking a proactive approach to document submission and providing hands-on customs support, they reduced average clearance time by 38% while increasing their monthly volume.
The key? Smart tools plus a logistics expert navigating regulatory nuance.
Is the Future of Freight About Replacing People or Empowering Them?
- automated workflows for better accuracy
- platform agnostic visibility and easy document access for agility
- experienced logistics advisors for better informed decisions.
And ultimately: a calmer, more confident supply chain.
Why Does Getting the Balance Right Matter More Now?
AI is reshaping our relationship with information, so expectations are high. As disruptions persist, importers require more clarity, faster than ever before, and
- Freight forwarders that don’t equip their staff with tech may lack agility.
- Those that rely only on automation alone often lack nuance.
According to Deloitte, hybrid digital-human systems create more resilient supply networks.
What matters is how it all works together.
At Dedola, we’ve spent decades perfecting that balance—building systems that give our clients digital control without losing our signature personal touch.
Frequently Asked Questions
Q: Can I get automatic and on-demand updates and still get someone on the phone?
A: Absolutely. Dedola offers real-time tracking and live human support. No waiting, no call centers.
Q: Do you have digital tools for tracking and documentation?
A: Yes. Our TrakItPRO platform gives you fast access to documents and full visibility—plus expert support when needed.
Q: Will I lose the “personal” experience if I use automation?
A: Not with Dedola. We use automation to make your life easier, not to avoid conversations. Our team is always here to help.
About the Author
Stephen Dedola carries forward the Dedola family’s commitment to innovation in logistics. He develops new ways to help importers manage costs and improve supply chain reliability, while keeping client service at the center of everything he does.
