Enhancing Internal Communication Amid Disruptions

In the face of ongoing attacks on commercial vessels by the Houthi rebels in the Red Sea, the logistics industry is experiencing significant disruptions. This has resulted in a surge in ocean freight rates and the need to reroute container traffic away from the Suez Canal. In light of these challenges, effective communication and escalation management within logistics companies such as Forto has become paramount.

The increasing workload caused by continuous customer requests for updated quotations, ocean carrier booking cancellations, lack of container availability, and ongoing modifications of allocation availability has put a strain on communication both within and outside our company. It now takes four times longer to manage a customer booking compared to the usual booking cycle. To tackle this issue, moving fast, reacting fast, and adapting to the new normal is crucial.

In this context, technology plays a vital role in supporting internal communication. With 70% of our employees spending time on emails and meetings, it is important to leverage technology to optimize and streamline communication processes.

At Forto, we have embraced a Virtual First approach, which means we primarily operate in a distributed manner with in-person gatherings for team collaboration. This transition is still a learning process, and we have developed principles and gathered resources to help our employees adapt to virtual work.

One of the key principles we have implemented is to write matter that can be easily understood. This involves putting the bottom line at the beginning, being concise, and writing for beginners. We also use communication tools to optimize email flow, such as adopting team emails and setting Service Level Agreements (SLAs) for responsiveness based on different categories of inquiries.

"When meetings are necessary, making them productive and purposeful is essential. A clear action plan should be established, outlining what will happen next and who will be responsible for each task."

Despite the availability of numerous communication apps, it is important to establish norms around their usage. The proliferation of communication tools can lead to information overload and inefficiency. To combat this, we encourage teams to utilize asynchronous tools like Google Docs, email, and Slack before scheduling real-time meetings. This helps reduce the number of unnecessary meetings that can negatively impact both productivity and well-being.

When meetings are necessary, making them productive and purposeful is essential. A clear action plan should be established, outlining what will happen next and who will be responsible for each task. This ensures that meetings are not a waste of time and resources.

In addition to leveraging technology for efficient communication, logistics companies like Forto are also exploring the integration of AI solutions to streamline internal communication processes further. AI-powered tools can assist in managing email overload, automating routine tasks, and providing real-time insights, allowing employees to focus on more strategic and value-added activities.

In conclusion, with the current challenges faced by the logistics industry, effective internal communication and escalation management are crucial for seamless operations and minimizing disruptions. Embracing technology, establishing communication principles, and optimizing communication tools are key steps toward achieving this goal.