Benchmarking is important for all industries, supporting continuous improvement and strategic decision-making. This approach helps organizations gain a competitive advantage, manage risk and improve customer satisfaction. Beyond internal growth, benchmarking extends to supplier and partner relations, fostering collaboration and strengthening supply chain relationships.
While benchmarking empowers industries to adapt and excel in a competitive environment, Isometric Technologies’ (ISO) co-founders, Chief Operating Officer John Stauffer and CEO Brian Cristol, found the shipping industry lacked the innovation for shippers and other industry stakeholders to grasp how their supply chain relations really in comparison with others.
“Shippers get solicited by a pair hundred different trucking firms and brokers every week, and yet there isn’t any technique to evaluate these partners and we thought that was remarkable,” Stauffer told FreightWaves.
“We’re missing a bit of the entire equation. Pricing could be very well served by technology and is a well-understood component of the market whereas service is a complete black box with a lot fragmentation, we predict that there may be an amazing opportunity to bring some clarity and eliminate a whole lot of waste by introducing service standards or what we call the FICO rating for freight,” he said.
The benchmarking facilitator is currently selling its product to shippers and brokers, helping each parties not only get a full picture of their networks’ service quality but validate their data and create an industry standard.
“Our products solve an enormous pain point around data reconciliation between shippers, brokers and their transportation networks. Aligning this data appropriately helps them understand the foundation reason behind supply chain inefficiencies. Now they’re able to understand bottlenecks while also measuring the associated fee of service,” said Stauffer.
He explained how the broker tool particularly not only helps with service improvement but in addition helps shipper and carrier sales teams give attention to what they’re good at and where carrier networks can improve.
“A core value driver for brokers is leveraging the benchmarking from a sales perspective and helping you sell objectively with data into prospective customers and existing customers. Higher understanding your carrier selection and being data-driven with the way you source and procure for carrier selection, while also holding your network accountable for [service level agreements] helps brokers turn into more scientific and data-driven with how they are literally securing capability,” Stauffer said.
ISO products recently earned a spot on FreightWaves’ FreightTech 25, coming in at No. 22.
Managing risk
While ISO’s primary goal is to assist customers higher understand their networks’ service capabilities, the corporate also focuses on providing risk assessments to avoid future service disruptions.
ISO recently partnered with carrier identity provider Highway to enhance shipper and broker carrier selection and onboarding processes.
“With this partnership, we begin to unlock some real powerful automation from a procurement standpoint. As you concentrate on the choices that a carrier rep is making after they are in search of a truck to source a load, Highway does the front-end vetting to be certain that they’re secure to work with. From there we be certain that that the service requirements are met on the back end and that the carrier can deliver at the very best performance level,” said Stauffer.
FICO for supply chains
ISO is currently working with customers servicing every kind of industries, including consumer packaged goods, food and beverage, manufacturing, and raw materials, giving the corporate a big pool of shipper, receiver, broker and carrier data to construct a neutral benchmarking product.
As the corporate grows, its goal is to supply a standardized performance measurement that extends to your complete supply chain of products.
![](https://www.freightwaves.com/wp-content/uploads/2023/11/27/ISO-Scores-for-Logistics.png)
“We understand that carriers are probably baking in costs after they know they will should deliver at a receiver that’s going to detain their driver for six hours. But to have a rating that is known and accepted by the industry to assist inform pricing decisions like that can ultimately incentivize every supply chain actor to enhance efficiencies, eliminate waste and lift the bar for your complete ecosystem,” said Stauffer.
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