Freight Intelligence: Learning from the Mayweather-McGregor Mess
I wonder what those with freight intelligence were thinking if they were among those who were able to watch the live stream of the Mayweather-McGregor fight.
Fans usually aren’t still arguing about who got hit the hardest several days after a title fight. That’s unless of course the fighters weren’t the ones that took the hardest shots the night of the pay-per-view match between UFC Star Connor McGregor and undefeated boxer Floyd Money Mayweather.
Fans in record numbers showed Showtime the money for the heavily anticipated fight but because of technical difficulties with the Internet streaming version of the PPV TV contest, many didn’t get their money’s worth. One company had claimed it had all aspects of the production handled in advance.
What actually happened? Paying fans missed some rounds of the fight, only to be directed to customer service numbers (on a Saturday night no less) or to streaming sites to watch the event illegally. On Monday, Showtime claimed it would issues refunds. Later that day, the company was sued for poor quality streams. Can it get any worse?
A Teachable Moment for Shipping
Only if you don’t use this mess as a teachable moment, which it most certainly is for all parts of the shipping world.
So, what did we in the freight intelligence business learn – or re-learn – from the Mayweather-McGregor mess?
- With shipping, you have to pick a partner that can scale to meet your needs, up to pre-identified peaks in demand, whether it’s the days before yearend holidays or hours before a boxing match begins streaming live. This wasn’t an act of God.
- No surprises. Eliminate the element of surprise. Planning for your big event or extended peak period with your carriers. Everyone needs to know what’s coming to avoid unpleasant surprises. There were many weeks of advanced hype before the Mayweather-McGregor fight – and most sports fans knew of it far earlier.
- Redundancy. Consider splitting freight across multiple carriers and multiple routes. You do this to have a much better chance of surviving a big problem if one of your options fails and you still have a customer awaiting a big delivery for a big event, promo, etc. Carrier and route diversity give you a better chance.
- Plan for spikes whether you expect them or not. I bet 60% of fans waited til the hours leading up to the fight to order it. That shouldn’t have been a surprise to anyone given the high profile of the long-hyped fight.
- Customer service. You need partners in the roughest situations, carriers that will be there with you in tough times and do everything in their power to help you in your time of need. You don’t want anyone that doesn’t answer their customer service line or that pushes you off to someone else. The very last thing you need when the going gets tough is for your partners to get invisible.
- Live and learn with TMS data and analytics. How did things run, or not run, the last time you experienced a similar peak? Can you adapt accordingly? Listen to what the data tells you. Re-read the reports we provide.
- Use TMS features and flexibility. When the shipping begins, use real-time shipment tracking to help you spot the beginning of a problem or problems. If you spot the beginning of what could be a peak, you can use the flexibility of your TMS and carriers to route around problems.
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Failure to plan for peaks results in messes like the Mayweather-McGregor situation that were largely avoidable. Trust me here because I boxed when I was younger. Nothing hits harder than a company that’s knocked out by a peak demand fail. Not Mayweather, not McGregor, not even Ali.
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