Over the last few years, the cold chain landscape has witnessed significant change—new competitors and incumbents are battling for their share of the market, each targeting sub-sectors of the food industry, whether it be manufacturers, retailers, food service providers, or direct-to-consumer (DTC) brands. But in this crowded space, where reliable cold storage and handling services are table stakes, what truly sets providers apart? Two words: customer service.

As the food industry gets increasingly complex with increased SKU proliferation, shortening delivery times, and omni-channel demand, cold chain providers are being challenged to uphold higher standards, flex to handle volatility, and provide guidance through times of uncertainty.  These are the pillars that underpin exceptional service and become the ultimate differentiator for distinguishing one provider from the next. This blog conveys why customer service (across all functions) is critical to succeeding in cold chain logistics, and how RealCold has made this a priority by offering tailored solutions and a team of operators and logisticians who serve as strategic partners to the customers we serve.

Beyond Table Stakes; consider the human factor

The influx of new cold chain providers has created more options for customers, but not all options are equal. While competition can keep market prices “in-check”, it also makes selecting a logistics partner more challenging. Clients face the task of choosing between established incumbents and newer, more progressive providers that are attempting to make their mark…and the stakes for choosing a high-performing cold chain provider couldn’t be higher given the food industry’s hyper-sensitivity to issues which can lead to food spoilage, food waste, safety or quality issues, and damage to brand reputation.

To mitigate issues, customers expect tailor-made solutions that meet their bespoke requirements, access to real-time data visibility, and avenues to rapidly resolve problems when they arise. And while automation and robotics are ushering in streamlined ways of operating, the logistics industry (and the cold chain sector especially), remains a very people-oriented business that requires skilled teams of engineers, operators, and strategists to launch, maintain, and continually improve a cold chain to ensure resilience and longevity.  To be successful at this task, the team must collaborate, be accessible, and develop trust, which is only possible when these cold chain teams operate with a customer-centric mindset. Clients need to know their provider will listen to their unique challenges, proactively address issues, and adapt quickly to evolving needs. Providers who prioritize relationship-building and cultivating long-term loyalty, are the ones who will stand out in a fiercely competitive market.

It should be noted that while some companies will tout robust WMS systems as their prevailing mechanism for providing transparency and issue identification, full reliance on these systems at the sacrifice of human interaction can be a mistake.  The leadership teams of cold chain providers must remain the face of the business, providing frequent updates, business reviews, and strategic council.

RealCold’s Approach to Exceptional Customer Service

Tailored Services Designed to Fit Every Need

At RealCold, customer service doesn’t follow a “one-size-fits-all” model (typically, those turn out to be “one-size-fits-none”).  Rather, in cases where requirements are complex, our engineering team will engage with the prospective client long before contracts are signed.  They will spend significant time gathering requirements and developing solutions during which they apply deep analytical rigor and a detailed understanding of the customer’s needs. This is an iterative process that allows us to dial in most optimal mix of services, configurations, and resources. The value of this work cannot be overstated as it solves such challenges as juggling the seasonal demands of grocers or facilitating complex requirements for kitting for a particular brand that wants to delight customers with a magical unboxing experience…all before a contract is even signed! This facilitates a clear buy-in from the prospective customer without surprises later on.

Regardless of the project complexity, all new customers participate in a set of onboarding meetings with the RealCold team after contracts have been signed. These are established to accomplish several critical outcomes including introducing members of each organization, understanding roles and responsibilities, aligning expectations, and articulating tactical processes (from technology integrations to standard operating procedures).  Upon completion of these meetings our customers have confidence knowing that the RealCold team has understood their requirements, have mapped these to our operational processes, and are fully enabled to execute.

Teams that Care

Up and down the RealCold organization, our team members care deeply about our customers.  They are invested in the brands they serve, because they themselves are consumers of the pizzas, steaks, ice cream, and seafood that move through our warehouses.  Working in tight coordination, they solve problems, escalate red flags, and aim for continual improvement in daily execution.  While issues can never be totally avoided, the frequency and impact can be reduced because of the speed and transparency in which the team can identify them and disseminate vital information. Once identified, we pride ourselves on being wholly transparent and fully accessible to our customers.  Facility General Managers, Account Managers, Operators, and the Executive team will participate in remediation efforts, auditing processes & systems to identify the scope, and then develop a resolution and communication plan that results in a satisfactory solution.  Guardrails are then established to ensure similar issues will not reoccur in the future.

While interaction between RealCold and our clients during issue-resolution periods is expected, we believe that those dealings should represent the minority of our collaboration with customers.  We think that our deep expertise and knowledge of the food sector allows us to serve as strategic partners at any point throughout our relationship, providing guidance during uncertain times, contributing to planning exercises across broader supply chain discussions, and being a partner in critical initiatives like helping brands grow their DTC operations.

The Future of Differentiation in the Cold Chain Industry

The future of the cold chain industry will belong to those who prioritize meaningful relationships. Providers capable of forging trust-based partnerships will remain top-of-mind for clients in an increasingly competitive landscape. The cold chain industry may be competitive, but exceptional customer service has the power to turn challenges into opportunities. Providers that invest in trust, transparency, and tailored solutions set themselves apart in ways that others competitors can’t replicate.

RealCold stands out as a leader in this space, combining decades of industry expertise with robust technology and personalized service. Whether retailer, DTC brand, or food manufacturer, RealCold gives its clients a partner they can trust.

Choose RealCold for your cold chain needs and discover the difference exceptional service can make. Get in touch today!