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Global Freight 7th Edition Overview

MASTIO recently published its 7th Edition North American Freight Forwarder Customer Value & Loyalty Study in August 2020. This study identifies and quantifies the perceptions and needs of global freight customers.  The 2020 study findings are based on interviews with 559 customers providing approximately 1,300 total observations.  There were hundreds of freight forwarders rated of which 21 had a sufficient number of ratings to be included in this 2020 report.  The electronic edition allows the inclusion of all rated companies for additional analysis.  The 2020 study also includes approximately 2,200 qualitative responses to four (4) open-ended questions about individual companies.  The data was collected by telephone interviews with key decision makers beginning in January and ending in July of 2020.
Companies Analyzed in the Report

Bollore Logistics
C.H. Robinson
CEVA Logistics
DB Schenker Logistics
DHL Global Forwarding

FedEx Trade Networks
Geodis Wilson
Kintetsu World Express (KWE)
Kuehne & Nagel

Maersk Logistics
Nippon Express


Subscribers to MASTIO’s North American Freight Forwarder Performance Benchmarking & Loyalty Study learn customer perceptions of Supplier Performance, Value, and Loyalty by a multitude of data segmentations (i.e. geographic, number of shipments, air vs. ocean, etc.) that will specifically answer questions such as,

  1. How do customers’ make their purchase decisions? What factors are the most important drivers of customers’ perceptions of overall value and loyalty? What key buying factors (attributes) customers consider to be the most important when selecting between suppliers both from a stated and derived basis? The key buying factors will be classified as a Baseline Requirement, Conscious Differentiator, Latent Differentiator or Low Impact Factor to make it easier to understand what is really most important to customers.
  2. What are the factors that lead to defection? What are the factors that result in retention - greater share of the wallet? This is a further refinement of the customer needs mentioned above where the key buying factors will be prioritized regarding defection. Thus, subsequent monitoring systems can be established after the proposed study to track and respond in real time to mitigate defection. Note: most defection is partial.
  3. How do customers perceive your overall value and loyalty relative to key competitors? How competitive is your position in the marketplace? Where do you and your competitors fall on a value map - inferior, economy, superior, or premium position? Who should be losing or gaining market share? What are the biggest drivers of you and your competitors’ position? What is required to change your position?
  4. Also, how do customers perceive your performance on the key buying factors? What do customers perceive as strengths and weaknesses relative to key competitors? Which factors should you target for improvement? Which factors will have the greatest impact on your ability to win and retain more business? What factors should be emphasized in marketing communications that will resonate with customers?
  5. How large a role does price play in the purchasing decision? What performance factors will allow a premium?
  6. Which competitors are the most vulnerable and which are strongest in their ability to gain and retain customers? How do customers perceive the performance of competitors on the key buying factors? How do you use this knowledge to have a direct impact on your growth and profits?

In short, the study will identify improvements and marketing actions that will make customers choose a specific Freight Forwarder more than its competitors. 


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Mastio & Company Mission

Mastio & Company's goal is to work interactively with our clients in providing actionable, quantitative information that helps forward-looking companies maximize business performance.

Mastio & Company would welcome the opportunity to discuss how we collect customer experience metrics and utilize data in order to help you win more business.


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