The benefits of freight visibility

April 27, 2017
Trucking companies work hard to onboard drivers that meet their experience levels and other required criteria.

Trucking companies work hard to onboard drivers that meet their experience levels and other required criteria. Likewise, drivers look for companies that offer them certain opportunities. Drivers get into trucking for the freedom of the open road and the ability to control their financial destinies by driving as few or as many miles as they would like. Some of these freedoms have been limited via federal regulations such as HOS (Hours of Service). Other times, demands placed on the driver by shippers, 3PL’s, etc. limit the drivers’ control.

Many drivers perceive freight visibility software, or load tracking, as another way to limit their control and freedom out on the road. Fleet owners, as well, can be skeptical about allowing an outside party to know where their trucks and drivers are. It can be seen as a liability, a safety or even a security issue. But what about the unknown benefits of load visibility? Some of these benefits can often times outweigh the negative perception of being tracked.

Thayne Boren, General Manager for’s Mobile department had this to say about load visibility:

“Every driver runs into detention issues. More often than not, these issues take up several hours per each load. Sometimes, this issue is during loading, sometimes during unloading, sometimes both. Detention time eats into a driver’s daily allotment of hours which eats into a fleet’s bottom line by keeping them from their next load. Load visibility can help solve this issue.”

By knowing the arrival time at the point of origin or destination of the driver and when the driver leaves the yard, the fleet owner now has hard data to back detention claims. The information obtained via load visibility software can be shared with a broker/shipper and as detention issues become more visible, inefficiencies can be identified easier, the need for more efficient processes will become clearer.  As detention issues are solved, drivers will spend less time at the dock and be ready for their next load quicker which will ultimately help to increase the company’s bottom line.

Another benefit of load visibility is the reduction in calls to the driver by the broker and even the company dispatcher, looking for status updates. By clicking a link, a driver’s location and the remaining distance left to travel can be seen. With automated check calls streamlining the information, the need to make a phone call is no longer necessary.

Add to these benefits the ability to upload documents to most load visibility software via a smartphone or tablet and now payment efficiencies can happen as well. Immediate proof of delivery coupled with time of pick up and arrival at destination, allows a driver to be more organized and better equipped for future negotiations with brokers and shippers.

Technology is evolving and advancing in all industries, including the trucking industry. Consumer demands for faster delivery of goods and visibility into their shipments affects the shipper and manufacturer and, in turn, those demands are passed on to the trucks moving their freight. Requests from brokers and shippers to have visibility of their freight is not going to go away. The question becomes “How can you make it work for you?” Being “trackable” makes you more attractive to brokers and shippers and can strengthen your negotiations. At the end of the day, nobody wants to leave money on the table.

By willingly using a software that more brokers are being required to use, fleet owners can leverage their way to better rates and better efficiencies. The more efficient the industry becomes, the more profitable all involved can become.

About the Author

Roxanne Bullard | Director of Research

Roxanne Bullard serves as the Director of Research for, where she is responsible for gathering and analyzing data across the industry and the company. 

A nine-year veteran of, Bullard began her career in the sales and marketing departments. She has held various positions within the company, amassing an extensive knowledge of the industry and’s customer base. She focuses on maintaining’s competitive position in the market, while gathering and understanding customer needs and challenges through various avenues of customer interaction. This includes leading a strategic Customer Advisory Board, focus groups, surveys, and more. Bullard’s duties include analyzing marketing penetration and customer segmentation/profiling, providing insight on gaps within the market, and spearheading customer awareness. She also concentrates on communicating the value provided by’s marketplace with the entire industry, and educating on the importance and relevance of spot market data.

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