High-Touch Service and Company Culture Drive Lasting Success in Supply Chain

Sunset’s Chief Commercial Officer, Tracy Meetre, discusses the importance of company culture and its driving force for high-touch service and supply chain success.

High-touch service and company culture are essential pillars of any successful organization. Company culture goes beyond a set of guiding principles—it defines how a business operates, communicates, and builds relationships with both its team members and customers. A positive culture is not just beneficial; it’s necessary for long-term success. In the transportation industry, where technology often takes the spotlight, we also recognize that human connection and trust are equally vital. By seamlessly integrating our customers’ business goals with our service offerings, we become true partners in their success, ensuring strategic, tailored solutions that drive growth.

Company culture is far more than a trendy term; it’s the essence that showcases what our organization contributes to a partnership, both internally with our team and externally with our customers. It encompasses the shared attitudes, principles, and actions that shape our identity and approach to business. We firmly believe that when our team feels valued and fulfilled, they are more dedicated to the work we do and the service we deliver to our customers. Our core values—relationships, responsiveness, accountability, flexibility, and loyalty—serve as the benchmark by which we operate, and we take pride in carrying these values into every customer relationship through high-touch service.

In the fast-paced transportation sector, where technology often takes the lead, the importance of personalized service can sometimes be overlooked. However, in an industry built on trust and relationships, high-touch service is not just relevant—it’s crucial for success. An industry-leading, high-touch third-party logistics (3PL) provider does more than simply manage shipping operations; they should act as a true partner in their customers’ success. By aligning their services with customers’ business models and long-term objectives, these providers enable strategic planning and execution that enhances shipper performance.

Commitment to accountability is another key element—being prepared to take responsibility not only during successes but also in times of challenge. Admitting to mistakes, learning from them, and continuously improving is what builds trust. Having a logistics partner that is available 24/7 instills confidence and ensures reliability is a must for shippers.

The focus on relationship-building is integral to this industry, going hand-in-hand with high-touch service. Investing the time to cultivate meaningful connections with customers makes all the difference. It’s about truly understanding their challenges, unique needs, and goals and delivering tailored solutions that drive long-term success. 

Flexibility is also a key factor in high-touch service. Since each customer comes with unique requirements, the ability to adapt to their specific needs is essential. Whether it’s aligning with different systems, processes, or team dynamics, being agile is crucial in providing customer-centric solutions that enable growth.

Loyalty and dependability are non-negotiable when it comes to high-touch service. A logistics partner that stays true to their word, honors commitments, and consistently exceeds expectations is rare in this industry. In a sector where trust is everything, having a partner that reliably delivers is priceless.

Let’s note that high-touch service isn’t just about promises—it’s about taking action. It’s about being available when customers need you most, offering round-the-clock support, and addressing challenges proactively. It’s about staying visible and responsive, ensuring customers feel informed and confident every step of the way. Real-time updates and meticulous management provide shippers with peace of mind from pickup to delivery.

At its heart, high-touch service is rooted in authenticity. It’s about being genuine, transparent, and honest in every interaction. A true high-touch partner strives to make things right, and builds trust through integrity. I believe this all starts right within our walls first. The way we treat each other sets the standard for how we treat our customers, proving that authenticity runs through every aspect of our business. 

In an era where customer service can feel disconnected at a minimum, high-touch service becomes an example of excellence. Relationships still very much matter in logistics , and the human element remains irreplaceable. When selecting a logistics partner, it’s important to look beyond technology and automation. Find a 3PL partner that embodies high-touch service and company values at every level because it’s the people that make the biggest difference when it matters most. 

By: Tracy Meetre
Chief Commercial Officer
Sunset Transportation