In airfreight, the customer’s trust rests on one thing above all else: service reliability. Cargo must move on time, arrive in full, and remain in good condition. Yet even the best-run operations suffer inevitable disruptions — shipments go missing, are delayed, or arrive damaged. When that happens, the clock starts ticking. The way a logistics provider responds in those first hours can make the difference between a retained customer and a lost one.

This is where a dedicated tracing strategy comes into its own — not just as a back-office function, but as a frontline defence for service quality. As Raoul Paul, founder and CEO of Schiphol-based CargoHub, puts it: “The service recovery (tracing) team is a critical component of cargo operations, often unsung yet vital in preserving customer relationships during operational setbacks.”

Why dedicated tracing teams matter

In traditional airfreight operations, service recovery is often handled alongside day-to-day operational duties. Ramp agents, warehouse staff and operations controllers are pulled in to help find missing shipments or update customers, even while managing routine flight loads and warehouse throughput. The result is stretched resources and inconsistent responses.

A dedicated tracing team changes that dynamic. Their sole focus is post-incident recovery: locating lost cargo, resolving claims, identifying the root cause of service failures and — crucially — maintaining clear, consistent communication with customers.

“Transparent and empathetic communication during a service failure often determines whether a customer will be retained afterwards,” Paul explains. “Tracing teams bridge the gap between disruption and satisfaction.”

The challenge, however, is that many tracing operations are bogged down by inefficiency. Without full visibility across cargo systems, agents spend hours chasing updates from different stakeholders in different time zones. Much of this work is done via long email chains and scattered spreadsheets — a setup that drains time and energy from the actual resolution process.

The hidden administrative load

Tracing work may sound reactive, but in practice it involves a significant amount of structured process management. Each disruption requires full documentation: gathering details from airlines, ground handlers and customs; converting technical updates into customer-friendly messages; and storing records for audits, claims and performance reviews.

Paul points out the strain this creates: “Much of a tracing agent’s day is spent navigating inboxes and spreadsheets instead of actively resolving issues.”

The consequences ripple outward: slower response times as agents are consumed by administrative tasks; inconsistent updates when customers receive fragmented or outdated information; and agent burnout caused by the sheer volume of repetitive work in a high-pressure environment.

This operational drag is more than just an inconvenience — it undermines service quality at the precise moment when customers are most sensitive to delays and uncertainty.

Digital tools that transform tracing

For tracing to fulfil its potential as a strategic function, it needs the same level of digital support as other parts of the cargo operation. The most effective improvements fall into four categories:

Automation of tracking and reporting — consolidating data from multiple cargo systems to create real-time visibility and automatically update case files.

Centralised communication platforms — replacing fragmented email exchanges with structured case management tools accessible to all relevant stakeholders.

Proactive notifications — using system alerts to flag potential delays or service failures before a customer notices, enabling faster intervention.

Data-driven workflows — prioritising cases based on urgency, customer importance or contractual service level agreements.

Paul says the aim is clear: “By empowering tracing teams with the right tools and support, airlines and cargo handlers can turn disruptions into opportunities to demonstrate reliability, accountability and care.”

Tracing as a strategic asset

The tracing team’s role is often under-recognised, but its impact on customer loyalty is significant. A swift, well-managed recovery process can turn a service failure into proof of a provider’s reliability and accountability. In a competitive market, that reputational resilience can be as valuable as on-time performance metrics.

Paul argues this requires a mindset shift: “Recognising and addressing the administrative challenges tracing teams face is not just an operational improvement — it’s a strategic investment in customer satisfaction and loyalty.”