Translating technology into customer service

Why do U.S. government figures consistently demonstrate such strong growth of the public refrigerated warehouse (PRW) industry over private warehousing? There are numerous reasons-such as location, flexibility and dependability-but what will really propel PRWs into the future is the way they have aggressively embraced the new technology of the 21st century.

New approaches to customer service, especially in the area of information technology, is so important to IARW and its members that the 2002 IARW annual convention is totally dedicated to the subject. The convention theme is "Customer Service-A New Perspective," and a variety of excellent programs are scheduled. General sessions will address new ways this industry is serving the customer, new types of partnerships; how to make practical use of the Internet; and how companies are using technology to save money and build market share.

A variety of new capabilities have been introduced by PRWs, providers of temperature-controlled supply chain logistics, and today their menu of supply chain solutions includes:

* Temperature-controlled warehousing and distribtion

* National and regional transportation programs

* E-commerce solutions

* Transloading and cross-docking

* Bar coding and RF scanning

* Labeling and repacking

* Freight consolidation

As this growth and expansion takes place, new stateof-the-art information systems are being installed to achieve even greater facility efficiency. These efficiencies translate directly into greater work efficiencies and capacities.

The IARW Information Systems Survey reports that creative software is increasingly being used to support the functions of storage, transportation, logistics, distribution, sales and marketing. The importance of technology in the workplace is also evident in increased annual IT operating budget expenditures, increased numbers of employees involved in systems operations, and increased use of outsourcing through outside contractors. The number of full-time in-house systems management employees has increased impressively in the last few years.

Ready to Expand

It is also clear from the data that warehouse customers are requesting greater services and more support, focusing on customized reports that are made possible by advances in scanning and bar coding and online access. Commerce via the Internet, order tracing and status and document availability online are all types of customer needs that PRWs have attacked with determination and resolution.

The PRW industry is poised and ready to expand into the future with leading edge technology-all the while recognizing that it must continue to provide traditional, dependable service and the best possible care of the products entrusted to it.