The First Impression That Sets the Tone
In freight forwarding, your first shipment with a new customer says more than any sales pitch ever could. It's where promises meet reality. But too often, forwarders spend all their time chasing new business and forget to tighten the onboarding process. That’s a costly mistake.
The truth is, most customers don’t churn because of rates. They churn because of confusion, silence, or a chaotic experience in the first 30 days. It’s not about the service quality alone — it’s about how that quality is delivered from day one. A bad onboarding can turn a promising account into a one-time shipment.
Get it right, and you’ve got a long-term customer. Get it wrong, and you’re ghosted before the invoice lands.
The Common Pitfalls That Kill Repeat Business
Ask any freight forwarder about their customer churn and you’ll hear familiar grumbles — "they weren’t serious," or "they ghosted us after the first quote." But rarely do they stop to ask: What part of our onboarding made them feel like they weren’t in the right hands?
Here’s what kills confidence fast:
- Lack of a dedicated point of contact – If the customer doesn’t know who to call, they won’t call at all.
- Overpromising in sales, underdelivering in ops – If the timelines or touchpoints don’t match what was pitched, trust breaks instantly.
- No structured handoff – When sales and ops don’t sync, the client ends up chasing basic answers.
These aren’t just operational gaps — they’re reasons customers choose your competitor next time around.
What a Winning Onboarding Process Looks Like
It doesn’t have to be complicated. The best onboarding experiences are built on three things: clarity, speed, and consistency. When a new customer is onboarded, they should feel like they’ve entered a system that’s been run 1,000 times before — not like they’re your first client.
Here’s what high-performing forwarders do:
- Intro call within 24 hours of booking – Assign a dedicated contact, outline the next steps, and answer questions upfront.
- Standardised onboarding pack – A short, clear PDF or email outlining documentation needs, timelines, escalation paths, and what to expect.
- Ops-Sales alignment – Sales must brief ops fully, and ops must stick to the plan. Internal misfires are visible to the client — always.
Done right, this process makes your client feel like they’re in good hands. It builds trust fast and reduces the questions, delays, and frustration that lead to churn.
Why It Pays Off — Long-Term
Freight isn’t a one-and-done industry. Lifetime value is everything. You might only make £50 on that first shipment, but if the customer sticks around for a year, you’re looking at tens of thousands in revenue. And referrals. And upsells. That only happens when onboarding is locked in.
Fixing your onboarding:
- Reduces churn dramatically
- Boosts CSAT and reviews
- Gives your ops team fewer fire drills
- Makes sales easier — you’re no longer selling past bad experiences
This isn’t just customer service — it’s revenue protection. And in a volatile market, you need that stability.
How Atlas Global Talent Helps You Build Better Freight Teams
At Atlas Global Talent, we help freight forwarding companies hire the right people — not just in sales and leadership, but also in operations and account management. Because your first impression isn’t just about pricing or branding. It’s about who picks up the phone, who manages that first shipment, and who sets the tone.
We source talent who’ve done it before. People who understand the value of structure, follow-through, and customer experience — because that’s what keeps clients loyal.
Need someone to tighten your onboarding flow? Let’s talk.
Contact the Recruitment Team at Atlas Global Talent
Atlas Global Talent is a recruitment agency specialising in Logistics and Freight Forwarding. We connect businesses with reliable, high-end talent, ensuring they have the right people to drive future growth and success.
Our expertise covers permanent, temporary, and contract recruitment, allowing companies to scale efficiently. Within our specialist sector, we recruit across:
- Sales & Business Development
- Account Management
- Freight Operations
- Transport Operations
- Warehouse Operations
- Driving
- Procurement
- Administration
- Accountancy & Finance
- Human Resources
- IT
With operations in the United States, Canada, Latin America, United Kingdom and Europe, we offer a personalised, consultative approach. Our specialist recruiters provide market insights, helping businesses find the best talent while supporting professionals in advancing their careers.
We take a data-driven approach to recruitment, ensuring future-proof hiring solutions that help companies thrive in competitive markets. Beyond hiring, we act as a strategic partner, helping businesses navigate industry challenges and maximise long-term success.
At Atlas Global Talent, we make recruitment seamless and effective, delivering value at every stage. We're more than just a recruitment agency — we are a trusted partner, driving sustainable growth through talent acquisition.
📧 Email: info@atlasglobaltalent.com
🌍 Website: www.atlasglobaltalent.com
Permanent Recruitment Team
📞 UK: 01925 358 615
📞 US: 872 588 8408
📞 CA: 438 488 9030
UK Driving Recruitment Team
📧 Email: driving@atlasglobaltalent.com
📞 Office: 01925 358 438
📞 Mobile: 07341 740 425
