How Technology Is Reshaping What Clients Want From Logistics Providers

InnovationHow Technology Is Reshaping What Clients Want From Logistics ProvidersByPaul A Mohabir,Forbes Councils Member.for Forbes Technology CouncilCOUNCIL POSTExpertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. | Membership (fee-based)May 19, 2026, 09:30am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Paul A. Mohabir is head of IT at Transervice Logistics.​ gettyLogistics has traditionally been seen as a straightforward operational business: You pick something up at point A and deliver it to point B, with the focus on keeping things moving.​That model no longer holds up, however. Companies like Amazon have permanently changed how customers think about delivery. Clients now expect faster delivery and real-time shipment visibility, as well as immediate answers and results when issues arise.​In many ways, logistics now resembles air traffic control. There are moving parts everywhere, constant pressure to stay on schedule and very little room for error. Technology helps create the visibility and coordination needed to keep everything moving safely and efficiently.​This shift has also changed the CIO's role in logistics. Years ago, the job centered on infrastructure and systems. Today’s CIO is a strategist, operations leader and customer experience architect in one. The job is now to make clients feel they chose a strategic partner that actively helps them grow.​Start With The CustomerOne of the biggest mistakes I see is companies chasing technology without fully understanding the customer problem they’re trying to solve. Too often, organizations overpromise capabilities that don't hold up in practice. ​Technology initiatives work best when they start with the customer's business model. Every company operates differently: A retailer has different priorities than a healthcare distributor, and a customer shipping temperature-s...