Turn Shipping CX Into an Advantage
with AI + Human

AI handles the routine. Humans own the complex. Your customers feel the difference.  

AI is transforming Customer Experience (CX) in shipping and logistics, but increasingly, leaders are finding that speed alone isn't enough. Standard track-and-trace queries are easily automated. But the real test of customer retention lies in interactions on complex shipments, rate negotiations and exception handling, where expertise, judgement and trust matter most.  

search CONTACT US

WNS delivers CX that knows the difference.

Built on EXPIRIUS - our proprietary digital CX framework - we blend Agentic AI with deep shipping and logistics domain expertise to deliver intelligent operations that automate the routine and expertly resolve the complex. AI streamlines transactions end-to-end, while our specialists handle conversations that shape relationships.

The result is a CX operation that is smarter, leaner and a powerful competitive differentiator.

Book a Consultation

95%

First Contact Resolution

100%

Emails resolved in 15 minutes

20–30%

Voice-to-digital deflection

Shifts in S&L Customer Service

Three things are happening at once in shipping and logistics customer service. WNS offers solutions to master all three.

Shifts-in-S-l-icon-1

AI is reshaping the
routine.

With 50–60% of inbound volume – track-and-trace, ETA queries, basic email customer service and status confirmations – being automated, the focus is no longer on whether to automate, but on how to do it without breaking the customer relationship.

Shifts-in-S-l-icon-1

The complex got more
complex.

Increasingly complex queries — freight broking, carrier negotiation, exception handling, claims, customs queries and multi-leg shipment disputes — need real domain expertise. A wrong answer here can erode margins, not just CSAT scores.

Shifts-in-S-l-icon-3

Buyer expectations have moved beyond the industry.

Shippers, consignees and brokers now expect real-time visibility, 24/7 responsiveness and digital self-serve. Your CX function is being measured against companies that aren't even in your industry.

The WNS Difference: AI + Human CX

At WNS, we blend AI-driven automation with human-led domain expertise on a single platform, with shared data and the right hand-offs – powered by EXPIRIUS, our proprietary digital CX framework, and Malkom, our Agentic AI-powered Intelligent Operations Platform.

AI-led Automation

  • Agentic AI handles routine queries across email, chat and voice
  • NLP-driven intent recognition and response generation, trained on S&L workflows
  • Self-serve and proactive notification to deflect contact volume before it lands
  • Malkom – our Agentic AI-powered Intelligent Operations Platform — handles document-heavy workflows in the background
  • Human-in-the-loop for the 10–15% of routine queries that need escalation

What Our Clients Get:

20–30% volume deflection from voice to digital

Lower cost-to-serve on high-volume, low-complexity contact

24/7 coverage without increased headcount

Domain Expertise

  • S&L-trained CX specialists who understand lanes, rates, commodities and Incoterms
  • Negotiation and relationship-led conversations handled by domain experts
  • AI augments the agent with real-time information, history and recommended actions
  • Dual-shore delivery model balancing cost and proximity

What Our Clients Get:

Higher win-rates on complex bookings and negotiations

Faster resolution of exceptions and disputes

A CX partner that adds revenue, not just absorbs cost

Services Tailored to S&L, Built for CX Excellence

WNS delivers end-to-end customer experience services across the entire customer lifecycle, backed by rich domain expertise and powered by Agentic AI under our EXPIRIUS framework.  

services-tailored-card-one

AI-powered customer service automation:

Autonomous agents trained on shipping and logistics workflows, integrated with carrier and forwarder systems, with human-in-the-loop escalation for complex cases.

services-tailored-card-two

Inbound and outbound voice operations:

S&L-trained voice agents handling complex customer conversations with dual-shore delivery across NA, EU, India, Philippines and South Africa.

services-tailored-card-three

Email and chat customer service:

High-volume routine queries across email and chat resolved automatically or escalated to domain specialists when required.

services-tailored-card-four

Order management and post-booking operations:

Booking support, documentation desk, B/L processing, milestone management, exception handling and shipment visibility — supported by Malkom for document-heavy workflows.

services-tailored-card-five

Exception management and dispute resolution

Domain specialists manage shipment exceptions, claims, customs queries and disputes for faster resolution, lower escalation rates and better customer outcomes.

services-tailored-card-six

Inside sales and commercial desk operations

Quote desk, rate desk, customer retention and inside sales operations for forwarders, brokers and 3PLs, combining S&L commercial expertise with predictive lead prioritisation and AI-augmented conversation.

services-tailored-card-seven

Customer experience consulting and transformation

Advise-Build-Run engagements for CX transformation — operating model design, process re-engineering, AI deployment strategy and shared services build-out.

Left-move-scroll
Right-move-scroll
 
 

Sectors We Serve

WNS partners with 26+ of the world's leading shipping and logistics companies, with 7,400+ specialists supporting our S&L practice — including ocean carriers, LTL and TL providers, freight forwarders, 3PLs, parcel and courier operators and container terminal operators.

Ocean shipping and container carriers

LTL, TL and intermodal

Freight forwarding – air, ocean and road

3PL and contract logistics

Parcel, courier and home delivery

Container terminal operations

Air cargo

Powered by Malkom

Malkom is our Agentic AI-powered Intelligent Operations Platform built for shipping and logistics. It runs underneath CX operations — automating document-heavy workflows like Bill of Lading processing, customs invoicing and consignment note digitisation — freeing our agents and AI workers to focus on the customer.

Learn More

Real-world Value Delivered

Global Top-10 Container Shipping Firm

AI-led automation across email customer service.

  • 95% first-contact resolution
  • 100% of customer emails responded to within 15 minutes
  • Zero email backlogs

North American LTL Carrier

End-to-end customer service transformation across voice, email and chat.

  • Zero backlogs sustained
  • 97% forecast accuracy on email volumes for capacity planning

Fortune 500 Logistics Company

20+ year customer experience partnership.

  • Scaled from 30 to 1,000+ FTEs across complex shipment workflows, exception handling and customer-facing operations

Frequently Asked Questions (FAQs)

Shipping companies can improve customer experience by combining AI, intelligent automation and human expertise to streamline customer service operations. Automating routine inquiries, enabling self-service, providing proactive shipment updates and using predictive analytics help reduce operational costs while improving response times, first-contact resolution and customer satisfaction. This approach allows customer service teams to focus on complex customer needs while delivering faster, more personalized support.
AI enables logistics companies to automate repetitive customer interactions, classify inquiries, provide real-time shipment visibility and recommend the next best actions for customer service agents. AI-powered solutions improve response speed, increase operational efficiency, reduce manual effort and deliver consistent customer experiences across multiple communication channels. Combined with analytics, AI also helps predict service disruptions and proactively engage customers.
Successful logistics providers use a hybrid customer service model where AI manages routine, high-volume interactions while experienced service professionals handle complex requests, exceptions and relationship management. This balance enables organizations to improve efficiency without sacrificing empathy, service quality or personalized support. Human expertise remains essential for critical decision-making and resolving complex customer issues.
AI-powered customer service helps freight forwarding companies automate shipment tracking requests, booking updates, documentation inquiries and customer communications. This results in faster response times, improved service consistency, lower operational costs, higher agent productivity and enhanced customer satisfaction. AI also supports intelligent routing and prioritization of customer requests for greater operational efficiency.
Customer experience is a key differentiator in the shipping and logistics industry. Transparent communication, proactive shipment updates, rapid issue resolution and personalized support help build customer trust and loyalty. Organizations that consistently deliver exceptional customer experiences are more likely to improve customer retention, increase repeat business and strengthen long-term relationships.
WNS helps shipping companies automate routine customer interactions through AI-powered virtual assistants, intelligent workflow automation, omnichannel customer engagement and automated case routing. These capabilities reduce manual workloads, improve response times and enable customer service teams to focus on higher-value interactions that require human expertise while maintaining a consistent customer experience.
WNS provides end-to-end customer experience services for logistics and transportation organizations, including omnichannel customer support, shipment tracking assistance, order management, customer onboarding, exception management, complaint resolution, back-office operations, intelligent automation, analytics and AI-enabled customer engagement. These services help improve operational efficiency while delivering seamless customer experiences.
WNS combines Agentic AI with deep shipping and logistics domain expertise to automate routine workflows, support intelligent decision-making and empower customer service teams with contextual insights. Agentic AI assists in orchestrating customer journeys, resolving service requests and proactively identifying operational issues, while experienced professionals manage complex customer interactions, ensuring efficient and personalized customer experiences.
Effective exception management enables logistics companies to proactively identify shipment delays, documentation issues and operational disruptions before they impact customers. AI-powered monitoring, automated alerts and intelligent case management improve visibility and accelerate issue resolution. By minimizing disruptions and communicating proactively, organizations can enhance customer trust, satisfaction and service reliability.
Logistics companies should focus on integrating AI, intelligent automation, omnichannel engagement, analytics and Agentic AI while maintaining strong human expertise for complex customer interactions. Successful transformation also requires scalable technology, standardized processes, continuous performance measurement and an experienced transformation partner such as WNS to improve customer experience, operational efficiency and long-term business growth.

Perspectives

Insights from WNS leaders and industry experts on the future of shipping and logistics customer experience.

ARTICLE

The Changing Face of Customer Experience in Transportation

Read Article →
WEBCAST

Balancing AI Automation with Human Intuition in Global Shipping and Logistics

Watch Recording →
ARTICLE

Key Shipping & Logistics Trends for 2026 and Beyond

Read Article →

Redefine Your CX.

Book a 30-minute consultation with our Shipping & Logistics CX leaders. We will show you exactly where AI can drive volume and cost reduction, and where domain-led human service will build loyalty and revenue.

Talk to Our Experts