We all know that as motor carriers our objective is continually to haul at capacity with reasonable rates creating a reasonable profit. The trick in being able to accomplish this goal is summed up in two words “Customer Service.” And for Customer Service, we must first define, “Who are our customers?” For the small trucking company, this means anyone who contracts with you to haul freight; including brokers, shippers, 3PLs, etc. For the purpose of this article, when it refers to shippers, just keep that list in mind. But what is customer service?