Tops 5 Myths about Track and Trace Solutions

Kathy Monroy
June 17, 2021

Being part of the transportation and logistics industry requires companies to search for services that enhance their operations and produce outstanding results. Track and Trace solutions allow companies to have all the required information about their client’s freight. Even though the name for this service is very straightforward, there are many things that Track and Trace coordinators take care of daily.  

To fully understand what Track and Trace Coordinators are and how they benefit your business, it’s essential to know what they are not.  

Myths about track and trace solutions

5 myths that are usually associated with track and trace coordinators:

Myth #1: Track and Trace is a Customer Service position.

Usually, Track and Trace positions are associated with Customer Service. Even though Track and Trace Coordinators take care of and support some of these tasks, they interact with drivers and in some cases have a client facing role, this is not a 100% accurate description of what a Tracker is responsible for.  

We’ve defined some of the responsibilities track and trace representatives can handle:  

  • Keeping all orders' status updated: entering the time of arrival, departure times, and location.
  • Uploading and documenting all the information on any system the client is using.  
  • Retrieve POD.  
  • Daily order reports sent to customers.  
  • Check that everything is on schedule, whether if it's for pickup or delivery.  
  • Update the platform any time there's new information about the freight.  
  • Create incoming orders and follow up as required.  
  • Depending on the scope of the positions, some track and trace reps approve invoices, checking the payment, and making sure the charges and rates match.  
  • Good communication with clients and drivers when addressed via phone calls or emails and outstanding communication with internal departments of the company.

Myth #2:  Track and trace can be replaced by automation.

Technology has started to play an essential role within the transportation and logistics industry during the past year. Now, transportation companies are actively searching to automate repetitive tasks that will allow them to become more productive and lower their operational costs.  

New software has been created to help enhance the entire freight transportation process. But even though these applications have definitely boosted everyone’s game, there will always be the need for human talent to keep them up and running. Hence, automation is not replacing Track and Trace reps or other positions; it improves the entire process and allows human resources to deploy and manage these applications while freeing up their time to handle more strategic activities.  

Andrew, Carrier Operations Supervisor from a client based in L.A. said,

"As a Track and Trace rep, you should not see automation as a bad thing but see it as an opportunity for yourself to grow in the company. You have to ask yourself: what can I do to become a necessity to this company? When the CEO looks at me, can he picture this company without my contribution?”

Companies must now find a way for technology and human resources to work together seamlessly and efficiently. Understanding that one must not live without the other, since they are both following the same goal: execute projects and tasks promptly, with high quality, avoiding mistakes, and lowering overall costs.

Myth #3: Track and Trace is not related to problem solving.

Track and Trace Reps must communicate with drivers daily, which allows them to establish relationships that will enable them to work more efficiently together. A Track and Trace Coordinator calls a driver to find out their location, but they also want to know if everything is running smoothly. Track and Trace Reps can also find ways to solve the driver's issue if something is going on. With experience and knowledge, Trackers can help drivers solve their issues and avoid any delays or other issues along the way. Even though they must communicate any problems to their supervisors immediately, they can also help assess them and prevent further delays.  

If there's a reference number the driver needs or can't find their way, Trackers can easily access the information truck drivers need to solve their issue and continue their haul without any hiccups.

Myth #4: Track and trace is only done through geolocation and calling.

Most companies are used to associating the role that a Track and Trace Rep handle to geolocation and phone calls. Nowadays, there are many different methods companies have implemented to make the process more efficient and productive. Voicemails, text messages, emails, TMS systems, and carrier websites are just some of the methods currently used by these Reps to know precisely where the driver is and if everything is running smoothly.

Myth #5: Track and trace does not always reflect the level of service provided by a company.

In many cases, companies use the information and data collected daily by Track and Trace Reps to create a solid representation of how brokers perform. Data is essential to understand what’s happening. By accessing this information, customers can see how many delays there were during the day; they can also see if drivers arrived on time for their pickups or delivery and check if there were any other roadblocks in the process.

Having access to this information will allow you to showcase the level of service your company offers, allowing customers to trust your services and not hesitate to do business with you.

Even though the track and trace position or track and trace solutions have been associated with repetitive tasks and customer service activities, this position has evolved to include many other functions that make companies more productive. Although many technological advancements are taking place, it is essential to consider the value of human resources and how by working together with technology, there will be more significant and faster results.


Kathy Monroy is an experienced Communications Specialist and Journalist. Driven to go above and beyond, Kathy produces high-quality content specializing in transportation and logistics, marketing, sales, and technology. Her goals include becoming an expert and an authority in her line of work, always providing her audience with the most relevant and useful information.

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