Trinity Logistics gets 25% higher margins on shipments booked with ElevenAgents

Trinity Logistics is a third-party logistics provider (3PL) built on strong human connections.

What makes them special is their commitment to its People-Centric culture, prioritizing deep relationships and a personal touch with every carrier and customer they serve. Not your typical differentiator for a freight and logistics company. Trinity consistently makes headlines for its "People-Centric Freight Solutions®," growing from a small regional broker into a leading nationwide logistics provider while staying focused on what matters most: delivering exceptional service, building lasting relationships, and doing things the right way.

Now, to support this People-Centric Team, Trinity has brought in ElevenAgents to automate their inbound sales workflow. When carriers call about loads posted on industry boards, agents negotiate rates and book the freight based on parameters set by Trinity. This lets carriers complete the entire booking process in a seamless, zero-touch transaction.

Before Trinity started using ElevenLabs, they automated their inbound calls through an external provider. Rising call volumes threatened to make the service too expensive to sustain. As part of an efficiency initiative, they decided to bring the capability in-house and reached out directly to ElevenLabs for a native solution. They chose ElevenAgents because its self-serve nature lets Trinity easily integrate with their custom operations system and deploy workflows quickly and respond efficiently to system needs and feedback.

This was not starting up a net new process, however, and the Team treated the migration with great care. They didn't want to disrupt their current workflows. The metric for success was for no one in their Operations Team to even notice that the Technology Team had replatformed. They designed a process that transitioned one Team at a time, spending each week monitoring feedback before onboarding the next department and, in the end, the staff didn't even know that they had been migrated to a new system.

This in-house platform immediately gave their Team greater control, allowing them to rapidly respond to internal feedback and refine workflows without the delays of external vendor cycles. They were also able to integrate Trinity's Transportation Management System (TMS) with ElevenLabs. This native connection lets their Engineering Team deploy updates faster and shorten development cycles. And unlike many of their peers who rely on expensive, rigid third-party vendors, Trinity treated this as an engineering initiative. They moved their workflows in-house, giving them the ability to tweak prompts and agent behavior based on real-time feedback, moving from a multi-week vendor cycle to rapid internal adjustments.

The results were measured in both efficiency and business-impacting results

• The automated system achieved a 4% successful booking rate (fully on par with the previous system).
• Automated shipments show a 25% higher margin compared to legacy bookings. This is driven by a tighter feedback loop between Trinity’s Operations and Technology Teams.
• At the same time, Trinity reduced their per-minute platform costs by 40%.
• Across the business, that’s roughly 30,000 inbound calls and 1,000 shipments booked automatically every month.

It's not the first time that the Trinity Team tested out AI solutions, but given their focus on people and seamless experiences, they treated the experiment carefully and thoughtfully, and now is thinking of additional applications. Future projects include filtering incoming call volumes and building a customer support agent to resolve redundant queries.

The impact isn't just financial. Kimberley Pant, Director of After-Hours Operations at Trinity, leads a remote team of seven that used to field 500 to 600 inbound calls on a typical Saturday. Today that's closer to 120, with ElevenAgents now handling an estimated 60 to 70 percent of inbound carrier calls before a person ever picks up.

That freed-up time changed what her team spends its day doing. Instead of racing to answer every call about a posted load, they handle exceptions (for example, a truck broken down, a driver stuck at a shipper, a pickup number that isn't working) and the team can now spend more time pre-booking freight with carriers before it's urgent. Trinity no longer needs to staff up for weekend call spikes; the time it saved goes into the carrier relationships the business was built on.

Far from replacing humans, AI helps Trinity Logistics stay People-Centric by automating mundane back-office tasks, which allows their Team to reclaim time for high-value work that requires personal attention. By offloading routine volume, employees can focus their energy on the complex relationships and high-quality interactions that define their business success. In short, Trinity is treating AI as a “utility” that supports their existing culture, rather than a “replacement” that defines it which is how we see the future of AI evolving in partnership with humans.