Freight carriers and brokerages should not treat communications technology as a substitute for live human interaction. Just because the shipper can track the location of his shipment in real-time it doesn’t mean that there is no need to talk.
Communications technology should instead be used to open up new opportunities for direct, proactive intervention. Let’s say for example, due to an unexpected violent storm the day before the delivery date, you know that making the delivery on time is impossible. Instead of making the recipient wait for a package that won’t come on time, you can inform both the sender and the recipient about the expected delay. This will be better received by both parties than if you had told them about the delay only after you’ve missed the deadline.