While more Chicago startups and local tech companies are looking for ways to incorporate artificial intelligence and automation into their tech, one of Chicago's biggest names in logistics tech is taking a different tack.
Hired a year ago as the new head of brokerage at Uber's logistics division Uber Freight, Todd Souder has been tasked in part with improving Uber Freight's service model. And one way he's looked to do that is by adding a human element to it.
"You can do a lot of cool things with automation, AI, machine learning, our pricing algorithms — all that stuff is fantastic," he told Chicago Inno. "But when you look at what should and what shouldn't be automated, those are some of the decisions that we've taken a step back to look at our processes."
Like a lot of new technology, there continues to be a stigma around digital brokers, he said. And while he's seen many brokers evolve to become "faceless tech-only platforms," he said he doesn't want the same fate for Uber Freight.
While he still feels that Uber Freight has "hands down" the best technology for shippers and carriers, the overall experience was still giving customers some problems.
"The big thing we kept hearing was that 'We can't get people on the phone,' or that 'The automation is great, but we just need XYZ for our specific business,'" he said.
So rather than pushing customers to go to the app to do everything, Souder said he tries to balance what makes sense for them with a combination of automation and high-touch service.
"Having people there to fill that void and really talk to an expert that knows your issues was a big deal," he said. "Having technology is super important but leading with that relationship is key."
The strategy has resulted in Uber Freight hiring more customer-facing roles, which includes investing more in the company's 24/7 support team and in its research and market insights to inform customers on key decisions.
"We want people to use the platform, but for whatever reason they don't, we can have a one-on-one relationship," he said. "Even if they are on the platform, just having someone there that can help them along the way is key."
