“We need effective communication routes for the forwarders, especially small and medium-sized ones, to transmit their FWB & FHL. Many forwarders are reluctant to use multiple airline portals and there is a need for a community system.”

– Michael White, CNS e-freight evangelist

The long-awaited e-AWB community portal offered by Consolidated Aviation Services (CAS) is to go live in USA this fall. By giving the air cargo community a truly simple, single process and a delightful user experience, this web-based e-AWB tool called ePic Easy Export will repeat the success story of CAS’ current ePic Online Customer Service portal which sports over 3000 freight forwarders performing self service for their import cargo online.

PARADIGM SHIFT

We need to transition ourselves from a paper-controlled process to a new environment where people depend less and less on the interchange of paperwork. This digital transformation from paper to no paper is not about how many trees we can save, but a paradigm shift which is so badly needed by our struggling air cargo industry.

OUR CHALLENGES AND HOPE

Why is e-AWB only adopted at 6% in USA? Only six out of 100 shipments uplifted out of the United States are free of AWB in paper format, after fourteen consecutive years of tireless, persistent, cross-the-board effort! The answer boils down to and apparently lies in the hands of the forwarder. We are to blame because we have failed to let those who cut the paper air waybills see the benefits of going paperless.

We must ask hard questions and speak to the hearts of the forwarders: Does e-AWB practice reduce duplicate data entry? Does it simplify the process? Does it provide convenience or an excellent user experience in the digital age? Does it provide visibility into cargo movement, and therefore increase the quality? Does it cause extra cost? If yes, how much and in exchange for what?

We must make sure what we’re delivering has immediate and obvious benefits. People are busy; if they don’t immediately see the benefits of what we’re giving them, they’ll ignore and move on. I get really excited every time when the stuff we do solves a problem, helps people get rid of their pains, and provides value. We almost need a pain-driven design mindset. Only in line of this kind of spirit will we be able to provide a community tool to assist those who cut the AWB in achieving our goal.

OUR GOAL – to provide small to midsize forwarders with an e-AWB tool without having to learn what an FWB or FHL is, or even worse what an FNA is; to provide full visibility of all the export cargo from the point the driver tenders the freight to the wheels-up moment.

OUR APPROACH – separate what is mandatory and optional – basic v. optional data entry; pre-install the frequently repeated information (system defined data) such as TACT, other charges and CASS agent code while keeping the input by the user to the minimum. In other words, you want to maximize the system-defined data but minimize the user input. You want to conceal the complexity and reveal the simplicity.

Perusing FWB message in email is pathetic and so is reading a physical air waybill. Human beings deserve better treatment in choosing what to read and how to read to get information. Information rather than the form.

OUR DESIGN – Let’s waste our life in the beautiful things. Our design mission statement is: Does the stuff that you are doing spark joy?

• Useful – does it do things people need done?
• Learnable – can people figure out how to use it?
• Memorable – do people have to relearn it each time they use it?
• Effective – does it get the job done?
• Efficient – does it do it with a minimal amount time of time and effort?
• Desirable – do people want it and will love to use it?
• Delightful – is using it enjoyable or even fun?

You don’t talk about FWB FHL to forwarders. They will get confused. One day, a forwarder friend of mine asked me this question “How does a small forwarder handle an FNA?” I replied, “ Your question is wrong, so wrong. Forwarders do not need to deal with FNA. They don’t even need to know what FNA is. Guess what, they don’t even have to know what an FWB is.”

Just imagine, when a small business forwarder has to hire an expert so as to do e-AWB. If this is not our collective failure, what is it?

Here comes our long-awaited ePic Easy Export

Say a prayer, kiss your loved ones because from today you’re entering into a new world. A world where creating an air waybill is a pleasure.

OUR ROLLOUT PLAN – leverage the current user install base of ePic which boasts 3000 forwarders in USA; to pilot with a few forwarders, to co-sponsor events with IATA / CNS, eCargo awareness campaign through local trade associations.

e-Freight is our vision. e-Cargo is our practice. e-AWB is our strategy, a vital entrance point that will start everything.