Based on our review of PCB, PBB and Percy’s websites, our findings from our literature review, as well as our general beliefs, we have developed a list of lessons and tips that should be followed by customs brokers seeking to digitalize their operations.

1. To improve clarity of services offered online, the website must be well organized. Potential clients could be lost since it is unlikely that they will take the time to search the site if it is hard to navigate. Therefore, we recommend that brokers use clear pull down menus, vibrant headings, scroll bars, or borders to place emphasis on the services offered online. Making it obvious what is offered will help to keep clients from turning to a competitor that they think would better meet their needs.

2. Customs brokers need to offer a high number of services online to eliminate the number of paper transactions. Brokers offering a high number of transactional and post transactional offerings online provide a higher level of service for clients and increase convenience. Therefore, the site should be viewed as a virtual business office, increasing the efficiency of the brokerage, rather than just be used to post information.

3. With the increase in transactions done online, brokerages must ensure they do not eliminate all human contact from the service process. A customer support system should be clearly explained on the site so that clients know how to get human support if they need it.

4. Ensure that geographic coverage is clearly stated. In our studies, only PBB explicitly communicated its coverage. Clients may turn to a competitor if they can not determine the countries the broker ships to.

5. When using links to non-proprietary solutions on their website, brokerages must ensure tight links and communication with the system providers. Close communication between network partners adds value to the business exchange. Brokerages must ensure the links always work and the service provider offers a level of service that matches what the broker provides since frustrations and service failures with non-proprietary systems will reflect on the brokerage.

6. The website will impact the client’s perception of the brokerage. Therefore, the site must be maintained so that it is fully functional and not have broken links. For example, if shipment tracking links aren’t working then this post-transactional service is useless and can create frustrations for the customer.

7. The website must be visually appealing and use the latest available web technology. The site may be the client’s first impression of the company and out-dated technology and a poorly designed site will not help attract clients since they will perceive the company to offer a low level of service.  For example, ASP technology can be integrated with ERP systems and databases online for greater efficiency.

8. Brokers are now providing more comprehensive services. Aside from shipping, they are being used as a resource for tariff information and other shipping advice. Therefore, online services should be customer focused as well as process focused. This can be achieved by posting answers to frequently asked questions and providing a direct link to customer service representatives through email or phone.

9. Brokerages must ensure that the site is kept up-to-date in terms of industry information and client data. Clients rely on the brokerage to be on top of current trends, laws and regulations, as well as to have accurate client data and transaction histories.

10. Ensure confidentiality and privacy of information for clients who transact online to increase confidence in the broker’s services.