Technology innovation is one of the top priorities for supply chain executives, and shippers view real-time visibility as one of the top five capabilities that support premium rates for premium-grade services.
These preferences were revealed in a recent survey of supply chain and operations leaders, conducted by Werner® and Supply Chain Dive’s studioID. Respondents indicated the technological capabilities most important in a transportation partner are real-time visibility and the ability to integrate with their existing tech stacks, followed by dashboards with real-time data and mobile/app access.
Supply chain and operations executives are satisfied (though not necessarily very satisfied) with their current transportation providers’ tech stacks’ ability to meet their needs. However, the vast majority of companies (87%) rate a carrier’s technology capabilities as extremely or very important when selecting a transportation provider.
With that said, cost constraints continue to be the most significant roadblock to implementing these modern technology solutions for logistics and transportation operations.
Technology expectations for premium transportation providers
The vast majority of shippers rate a carrier’s technology capabilities as extremely or very important when selecting a transportation provider. Along with real-time visibility, shippers also desire transportation providers that can integrate with their existing tech stacks, followed by dashboards with real-time data and mobile/app access.
“There is a lack of real-time shipment visibility not just between warehouses and stores but across the entire supply chain.”
About half or more of operations executives report the technological capabilities that are most important to their companies in a transportation partner are:
- Real-time visibility (61%)
- Ability to integrate with their companies’ existing tech stacks (57%)
- Dashboards with real-time data (49%)
- Mobile/app access (49%)
“Werner delivers premium value through an advanced technology ecosystem designed to provide unmatched visibility, security and insights across the freight life cycle,” said Daragh Mahon, EVP and Chief Information Officer at Werner, a leading logistics and transportation provider. “Backed by our ‘Cloud First, Cloud Now’ strategy, our solutions empower shippers to manage supply chains with precision, efficiency and confidence.”
“My carriers lack real-time supply chain visibility and predictive analytics, which would boost efficiency and sustainability.”
Technology implementation barriers
While cost constraints continue to be the most significant barrier to implementing tech solutions, other common roadblocks include:
- Legacy systems & integration challenges: Many companies have outdated or siloed systems that make integrating new technology complex and costly.
- Change management & workforce adoption: Employees may resist new systems or lack training to fully leverage new tools.
- Data quality & standardization: Without clean, standardized data, technology solutions struggle to deliver accurate insights.
- Scalability concerns: Some solutions may not easily scale or adapt to fluctuating business volumes.
- Security & compliance risks: Concerns about data privacy and regulatory compliance can slow adoption.
To make the case for IT investments, operations leaders should link technology to measurable business outcomes by emphasizing efficiency gains and risk reduction. “It’s critical to build cross-functional support and address risks proactively with clear plans for change management, cybersecurity and compliance,” Mahon said. Operations leaders should also highlight how the technology aligns with strategic goals by using updated digital tools that enable sustainability targets, customer experience or new revenue streams.
Technology integration with the supply chain
Thirty-nine percent of shipper respondents report that technology integration is an essential factor in selecting a transportation provider. With shippers increasingly expecting transportation and logistics providers to fill technology gaps, Werner leverages cloud-based solutions to provide scalable, secure and real-time technology integration that connects shippers, carriers and suppliers.
“This modern infrastructure supports agile supply chains while enabling deeper visibility, collaboration and sustainability tracking,” Mahon said of Werner’s capabilities. For example, key features of Werner’s technology ecosystem include:
- Unified digital platforms: Shipment tracking, invoicing, freight management and reporting are centralized within an integrated system, simplifying logistics workflows and enhancing decision-making.
- API connectivity: Werner offers flexible APIs that integrate directly with customers’ Transportation Management Systems (TMS), enabling real-time data exchange and end-to-end shipment visibility.
- Mobile applications: Driver and dispatcher apps enable seamless communication, provide live status updates and facilitate efficient data capture from the field, supporting dynamic operations.
- Data analytics & business intelligence: Cloud-hosted dashboards deliver actionable insights into performance metrics, cost efficiency and sustainability goals, empowering shippers to track progress and make data-informed decisions.
To further enhance its technology stack and sustainability capabilities, Werner has formed strategic partnerships with cloud-based platforms:
- Salesforce Net Zero Cloud tracks, analyzes and reports greenhouse gas emissions across Scopes 1, 2 and 3. This platform supports Werner’s goal of reducing emissions by 55% by 2035 through real-time environmental data monitoring and streamlined sustainability reporting.
- Workiva’s ESG Reporting Platform complements Salesforce by capturing and managing both financial and non-financial data in a cloud-native environment. The integration between Salesforce and Workiva ensures a seamless data flow, helping Werner meet evolving SEC disclosure requirements with transparency and accuracy.
“These cloud-based solutions allow Werner to not only meet its own sustainability targets but also support shippers in achieving theirs,” Mahon said. “By providing emissions visibility at the shipment level, customers gain the transparency they need to drive measurable environmental impact within their supply chains.”
Tech-forward transportation for the digital age
Shippers have high expectations for transportation and logistics providers, and supply chain and operations executives must consider these criteria when selecting partners.
Trusted transportation providers can help operations and supply chain executives bridge the gap between their in-house capabilities and the level of technology needed to navigate increasingly complex supply chains. It’s an ongoing balancing act to connect with maximum value without compromise in meeting priorities.
The most in-demand capabilities are those that provide operational agility, cost transparency and end-to-end visibility, all areas where Werner delivers industry-leading value.
Explore the full findings of the survey in our report.
