When it comes to freight, the buck starts and stops with shippers. They are the end customer and, right or wrong, their decisions impact the service providers and software vendors that cater to them. Which makes it all the more important for companies providing technology to shippers to understand what shippers actually want. Many vendors tend to think of their companies as developing products that will help shippers, directly or indirectly. But shippers tend to think of needs or pain points that need to be addressed, whether it be a process, a piece of data, or a broader function. This session will discuss the technology needs of shippers from the point of view of how shippers view technology.