COMPANY:
U.S. Xpress Enterprises
OPERATION:
Multi-service transportation provider
PROBLEM:
It's hard to find fault with a business model that takes a small regional 48-truck fleet based in Chattanooga, TN, and grows it into an 8,000-tractor, 22,000-trailer behemoth now ranked as the third largest privately owned TL carrier in the U.S.
U.S. Xpress founders Max Fuller, co-chairman & CEO, and Patrick Quinn, co-chairman & president, believe they've seen such success in part because they listen closely to what freight customers say they need in terms of services.
So when they were told by a customer that it was difficult to find information on the company website, they both knew it was time for an overhaul.
“In particular, customers looking at our website would pigeonhole us as a long-haul truckload carrier, even though we'd evolved and now offer many more services,” including specialized LTL, logistics, dedicated contract carriage, intermodal, demand-critical transportation, and even international shipping, Fuller says.
“We just didn't do a good job of explaining … what we can offer the customer,” he explains.
SOLUTION:
To that end, U.S. Xpress redesigned its website (www.usxpress.com) so that it is segmented by specific freight solutions, including solo TL, team TL, dedicated, demand critical, intermodal, logistics, brokerage, specialized LTL, and international, says Fuller. Specific industry segmentation such as automotive, consumer products, floor coverings, manufacturing, retail, and food, beverage and grocery was also included.
“We wanted to ensure that the specific content being viewed on our site would be extremely relevant to the individual looking for service,” Fuller explains. Service offerings have also been simplified to make it easier for customers to identify and select what they need. Along those lines is a new feature dubbed the “Transportation Challenge” section, which will connect a specific need with a particular service.
Individuals can subscribe to RSS feeds for updates on white papers, news, events, videos, and other new developments from U.S. Xpress. Other features include a track-and-trace center, request-a-quote function, and order entry forms.
And the website overhaul also addressed internal company needs as well, adds Fuller, particularly for its corps of drivers. The site now includes links to important information for drivers, independent contractors, agents, carriers, and staff. Additional tabs allow job seekers to subscribe to U.S. Xpress job alerts, informing them of new job openings that match their criteria.
“The market for hiring quality, professional drivers is becoming more competitive than ever before,” explains Fuller. “This site will enable the company to enhance our driver-recruiting efforts by showing the value of working with U.S. Xpress.”
Ultimately, he says the goal for the website is to deliver a new level of customer satisfaction, both to customers and employees as well. “We want to be as relevant and resourceful as possible to those who utilize U.S. Xpress as their shipping partner of choice, while creating a good communication and information delivery channel for our employees,” he notes.
