How Freight Agents Use Check Calls To Improve Customer Service

Top Insights

What Are Check Calls: Regular status updates with carriers/drivers—confirm pickups, current location/ETA, and flag any delays or issues.
Build Trust & Rapport: Frequent, proactive updates reassure shippers you’re reliable, strengthening client relationships.
Early Problem Detection: Spot equipment failures, accidents, or scheduling hiccups before they escalate, and offer solutions swiftly.
Boost Operational Efficiency: Scheduled check‑call windows create predictable workflows, reduce surprises, and optimize resource use.
Strengthen Carrier Partnerships: Drivers appreciate consistent engagement—leading to prioritized loads, better service, and improved margins.
Increase Sales & Retention: Brokers who excel at check calls convert prospects faster, drive repeat bookings, and earn referrals.
Gain a Competitive Edge: Personal check calls differentiate you from tech‑only brokers, appealing to clients who value hands‑on service.

In freight, trust is everything. Shippers need to know their loads are moving as planned, and carriers want clear, timely communication. That’s where check calls come in. These regular status updates keep everyone in the loop.

In this article, we’ll explain what check calls are, why they matter, and how using them correctly can help you build long-term customer relationships and grow your freight business.

What Is Check Calling In The Logistics Industry

Check calling is the practice of contacting carriers and drivers regularly to get status updates on loads. These calls help freight brokers and agents maintain control over their operations even when tracking systems are unavailable. The number of calls they make will vary based on the freight type, carrier reliability, and customer requirements.

During a check call, freight brokers and agents verify:

Pickup confirmation and any issues at the shipper’s facility.
The truck driver’s current location and estimated delivery time.
Any delays, equipment issues, or route changes.

Benefits Of Check Calling For Freight Brokers

A strong check-calling process delivers several benefits for freight brokers. These include:

Build rapport and trust

Regular check calls show shippers that you are reliable and care about the goods placed in your care. When customers receive updates about their freight, they feel confident that their load is being handled properly.

Building trust significantly boosts your success rate when pursuing potential customers or retaining existing clients.

Early problem detection

Check calls allow freight brokers to identify delays and issues before they escalate. When drivers report equipment issues, accidents, or unexpected delays, brokers can quickly inform the shipper, adjust appointments, and offer alternative solutions. This prevents chaos and positions the broker as a solution provider.

One of the biggest challenges many brokers face is maintaining visibility and control over loads during the process. Proactive issue management prevents late deliveries and keeps customers satisfied.

Increase operational efficiency

The logistics industry runs according to tight deadlines. Planned check calls help create a predictable schedule. Instead of reacting to issues at the last minute, brokers can proactively plan their day and support the entire supply chain more efficiently.

These calls also help your team manage multiple loads, translating to less chaos, fewer surprises, and better use of resources.

Strengthen carrier relationships

Drivers appreciate brokers who stay engaged throughout the shipping process, not just when problems occur. Consistent communication can lead to better service, smoother handoffs, and more reliable partnerships.

Carriers who trust you are more likely to offer better rates and prioritize your loads during the busy seasons. This means lower operational costs and improved profit margins.

Boost freight broker sales and repeat business

In freight broker sales, relationships built on trust tend to convert faster and lead to repeat business. When done right, a check call keeps you top of mind with clients when future shipping needs arise.

Shippers who feel their freight is in good hands will likely book more loads. They will return and may even refer you to potential clients in their network.

Competitive advantage

Many brokers rely solely on technology. However, personal check calls set you apart from brokers who seem disengaged or reactive.

It is even more critical when closing deals with decision-makers who value service quality. Such clients would rather work with you – even if you charge more.

How Check Calling Strengthens Customer Service

Here’s how check calling boosts customer service:

Reduces uncertainty: Regular updates keep shippers, carriers, and receivers in sync, making it easier to manage expectations and coordinate delivery schedules.
Prevents surprises: If there’s a delay, detour, or issue, the shipper hears it from you first, not from a frustrated customer at the delivery site.
Reinforces accountability:Staying on top of every load shows clients that you’re actively involved in all the freight you handle.
Speeds up issue resolution: Early updates allow you to act fast and prevent minor problems from becoming major ones.
Adds a human touch: While GPS and tracking tools offer real-time data, check calls provide personal reassurance. This is much appreciated in an industry that’s becoming increasingly digital and automated.

Peace of mind is a major pain point for shippers during delivery. These regular updates

Best Practices For Following Up In Freight Brokerage

These proven strategies can help agents build effective follow-up routines that support business growth.

Create a schedule

Consistency is key. Set a specific timeframe for check calls that works for both agents and drivers. Here’s a simple schedule you can follow:

Late morning (10–11 AM): Confirm that the driver has picked up the load from the shipper and that all paperwork is in order.
Early afternoon (1–2 PM): In-transit updates (often during driver lunch breaks) after the initial call.
Late afternoon (4–5 PM): Delivery confirmations before the close of business. These follow-up calls can confirm the successful delivery of the load.

Scheduled updates help agents manage loads proactively and keep the conversation fresh with shippers and carriers.

Use a checklist

Work with a simple checklist to ensure you gather all the necessary information.

Always ask:

Was the pickup completed?
Is the documentation in order?
What’s the current load status?
What’s the expected time of arrival (ETA)?
Are there any issues or delays?

You can use this checklist to train new agents during the onboarding process and help them build strong habits from day one.

Use a multichannel approach

Clients and drivers may prefer different modes of communication. Use a mix of channels, like phone calls, emails, SMS, etc., to match their preferences and get faster responses.

Also, avoid spamming or sending repetitive messages across platforms. The goal is to deliver timely, relevant updates without being intrusive or overwhelming.

Leverage technology

While check calling involves a human touch, technology can help improve the process. For example, you can use your Transportation Management System (TMS) to:

Schedule check call reminders
Log communication history
Track load progress in real-time

You can also add geofencing tools to receive alerts when drivers enter or leave specific zones, helping you follow up immediately.

However, remember that technology should support, not replace, personal communication. Check calls are still key for building trust, solving problems quickly, and showing clients that you’re fully engaged in managing their freight.

FAQs

1. What is the difference between check calls and cold calls?

Check calls are regular updates made by freight brokers or agents to confirm the status of a shipment during transit.

On the other hand, cold calls are part of the sales process. They involve reaching out to potential clients to introduce your services and generate new business.

A well-executed cold call leaves a strong impression and positions your brokerage in the prospect’s mind as a trusted, go-to solution for future shipping needs.

2. Who is responsible for check calls in the freight brokerage?

The responsibility of handling check calls depends on your company’s structure. In some brokerages, freight agents, brokers, or dispatchers take the lead. In smaller operations, the broker may handle check calls directly.

Larger brokerages often assign this task to a dedicated operations or dispatch team or customer service representatives.

3. Are check calls still necessary if GPS tracking is used?

Absolutely. GPS shares location, but it doesn’t reveal important details like the condition of the load or potential issues. Check calls strengthen your relationships in ways that technology alone cannot accomplish.

Final Thoughts

Whether brokering a dry van load or managing a reefer fleet, check calls help freight brokers and agents stay in control and keep their clients informed.

In a business where timing and communication are everything, check calls can be the difference between a one-time client and a long-term partner. Mastering check calling is necessary if you’re serious about starting or growing a successful freight brokerage.

Want to learn how to handle check calls, dispatching, and every part of the freight process? The 90-Day Freight Broker Course gives you all the training for running a successful brokerage.

Get started today and build a business clients can count on.

Sources: