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How Coyote Earned the Trust of an Industry by Delivering on Promises

The logistics industry is driven by supply and demand, which is largely a function of consumer behavior and overall consumption.

That pendulum has swung more frequently and drastically than ever before. These changes in behaviors are compounded by a decline in corporate trust on a global scale.

That means that now, more than ever, businesses not only have the opportunity, but also the responsibility, to build and reinforce trust among the customers they serve. 

Coyote has been navigating these complex market dynamics for over 15 years, and during that time, has established itself as a best-in-class, trusted provider to more than 15,000 customers around the world.

I’m honored to be able to talk about how we’ve been built this reputation through some of the biggest transformations in commercial history and how we’ll continue our legacy of trust in the decades to come. 


A History of “No Excuses”

Coyote entered the market at a time when trust in third-party logistics (3PL) providers was extremely low.

There was fear that letting a 3PL move your freight would result in late pickups, deliveries and all-around broken promises.

Our founders challenged this notion head-on, putting our reputation on the line with a simple philosophy that guides everything we do: “No Excuses”.

Since the very beginning, Coyote has been focused on keeping the promises we make to our network of shippers and carriers — everywhere, every time. We have a proven history of showing, not telling, that we move freight with integrity and expertise.

Our “No Excuses” mentality will always be central to who we are as a company; so, as the needs and expectations of our customers evolve, the question becomes: how can we build on that foundation to serve them at an even higher level over the next 15 years?


Building & Retaining Trust

Trust is hard to build and easy to lose. In the business-to-business (B2B) space, trust is earned by delivering and taking action, not making empty promises.

It’s how you build and keep long-term relationships — with customers, employees, even friends.

Our brand is built on five core pillars that are rooted in trust:

  • Reputation
  • Customer Experience
  • Problem-solving Solutions  
  • Incredible People
  • Social Responsibility

For the past 15 years, we’ve collaborated with businesses around the world to create smarter supply chain strategies enabled by a diverse solutions portfolio and dedicated Coyote team members that understand the challenges and goals of today’s shippers and carriers.

But we know building trust means more than just doing business.

That’s why we take a holistic approach to nurturing trust by investing in each of these areas to show our network, customers, people and the communities in which we operate that we can deliver what really matters. 

We think about each load as an opportunity to make an impact and keep a promise.


Coyote’s Evolution is Rooted in Customer Centricity

Since 2006, customer centricity has driven every decision we’ve made.

We take the time to get to know our network’s pain points and identify how we can come to the table with solutions for the shippers and carriers we serve around the world. It’s about them, not us.

So, let’s talk a little bit about how we do that.

Coyote works with businesses of all sizes, types and commodities. Each has a unique set of needs and expectations, so the experience we offer must be tailored to deliver the most value.

Shippers and carriers: it's about them, not us.

Delivering a Better Experience for Shippers

We know that today’s shipper is trying to manage market volatility and ever-changing consumer demands.

They need support they can rely on because it’s their reputation that’s at risk.

Here’s how we’re focusing our business and solutions strategy to deliver on this experience for shippers:   

  • Being Easy to Do Business with
    We make it simple for shippers of all sizes and commodities, in all locations, to work with us across modes and solutions.
  • Delivering Market Insights & Expertise
    We leverage our 15 years of industry experience to offer data-driven insights and expertisethat make it easier for shippers to navigate market volatility and make smarter supply chain decisions.
  • Providing Many Ways to Engage
    As consumers leverage multiple channels to conduct their business, we’re building a comprehensive ecosystem that enables carriers and shippers to engage with us where they want, when they want. Whether it’s our CoyoteGO® digital freight platform, a sales rep, a phone call or an email, we’ve got a way for them to do business with us 24/7.  
  • Offering Superior Service
    We believe that this industry demands a unique balance of on-demand technology and human expertise. This approach enables shippers to move their freight and leverage the benefits of automation and digital tools, while still having access to the dependable, problem-solving capabilities of an industry expert.


Delivering a Better Experience for Carriers

Similarly, carriers are under constant pressure to move freight quickly and efficiently while following strict protocols and regulations.

It’s a lot to manage, but we’re always working to make life on the road easier.

Through the 10,000 loads we help move every day, we have a unique opportunity to make a major impact.

Here’s what’s guiding our strategic focuses and initiatives on the carrier side:

  • On-Demand Load Booking, Negotiating & Planning
    Our CoyoteGO® digital freight platform enables seamless access to available loads they want and negotiate rates from any device, any time.
  • Dedicated Carrier Teams
    Our people take the time to understand carriers’ businesses and the types of loads they want to move to help build strong and lasting relationships.
  • Real-Time Problem-Solving
    We know life on the road can be unpredictable. Our carrier team offers award-winning service to our network every day – and helps resolve issues quickly if they arise. 
  • Access to Opportunity
    With more than 10,000 loads moved around the world every day and over 15,000 shippers trusting us with their freight, Coyote offers carriers access to incredible opportunities to grow their own businesses.


The Coyote brand is taking this unified approach to every load we move around the world. That commitment is shaping the future of our business.


How We’re Building on Our Trusted Foundation

During our recent Coyote Global Kickoff event, which brought together our more than 3,000 employees around the world, I discussed the ways we’re evolving the Coyote brand and our business to align with the direction that the global freight market, shippers and carriers are heading.    

In addition to these strategic business focuses and growth initiatives, we recently announced organizational changes within our sales functions that are disrupting the traditional brokerage model with a true market-cost approach that delivers more value to our customers.

It’s another example of how we’re backing up a better brand experience with cost-efficiency that drives our customers’ businesses forward while creating new opportunities for our people.

And it’s an approach we share with our parent company; as part of UPS Supply Chain Solutions, we’ve been honored to be chosen as a Leader in the Gartner Magic Quadrant for Supply Chain Logistics, North America.

Together, we’re adding even more value across the entire end-to-end supply chain.


What’s Next for Coyote?

Our CEO, Jonathan Sisler, put it best by saying, “As we build the future of our business, everything we do will continue to be rooted in helping our network navigate these changes and the subsequent challenges they present.”

Our commitment to understanding and solving problems will never change, but the way we deliver solutions will.

Trust can’t be bought. It must be earned.

Coyote is honored to have built trust with our people and network around the world over the past 15 years, and we look forward to retaining it in the many years to come.

About the Author

Christina Bottis is the Chief Marketing Officer at Coyote Logistics. In her role, she oversees the development and execution of the company’s global marketing strategy, which includes go-to-market, lead generation and sales enablement. Christina holds over 15 years of experience in integrated marketing, product development, and project management, specializing in creating marketing growth strategies for B2B companies. She believes great marketing is the result of obsessive customer focus and a well-executed process.

Profile Photo of Christina Bottis