What Shippers Really Value When Choosing Carriers | Episode 63
It’s easy to assume price is the deciding factor in LTL carrier selection. For years, that’s been the default belief.
The data tells a different story.
In Episode 63 of Banyan Technology’s Tire Tracks® podcast, Kevin Huntsman of Mastio & Company walks through findings from the 21st Edition of the U.S. LTL Customer Value & Loyalty Study, built on insights from more than 1,600 Shippers.
What emerges is a clear pattern: Shippers aren’t chasing the cheapest rate, they’re choosing confidence.
These factors consistently outrank price when Shippers evaluate carriers — because predictability and follow-through reduce friction long after the rate is signed.
“Competitive pricing matters,” Huntsman explains. “But it doesn’t overcome reliable service. Shippers are buying confidence, not just cost.”
It’s a reminder that in freight, the best decisions don’t feel rushed or reactive. They feel clear, steady and calm under pressure.
Carrier Selection Episode Key Points
- How Mastio’s LTL study collects and analyzes customer sentiment data
- What Carriers learn from the findings — and what surprises them
- Why Shippers rate service quality, communication, and accuracy above price
- The cost of billing issues, reweighs, and poor documentation
- Why Carrier drivers and sales reps heavily influence Shipper satisfaction
- How clear communication and proactive updates build lasting confidence
- What appearance and trailer condition signal about overall service
- The real-world business impact of aligning perceived value with actual performance
“When you look at price, you’ve always got to marry that up with the level of service that’s provided.” — Kevin Huntsman [0:07:01]
“The key thing with Carriers is leveraging what they know and moving that into the hands of the Shipper, so that Shipper can make any accommodations they need to.” — Kevin Huntsman [0:11:05]
“It’s been extremely impressive that Carriers have held the line on pricing, and with GRIs that have come out and held and stuck. And some of the sentiment [Mastio & Company are] seeing a little bit here lately is the Shippers aren’t happy about that.” — Kevin Huntsman [0:25:38]
Learn more about what Shippers value most and how reliability, trust and communication are reshaping LTL decisions. Click above to view Tire Tracks episode 63.
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