How Whitewater Books 86% of Their Posted Loads With Vooma

In 2025, Bill Bochkay, President of Whitewater Freight, hit a growth paradox. The business was thriving. His team effortlessly handled 200 orders a week, and cutting-edge systems had cut load-building times to record lows. But that same success fueled explosive carrier demand.

Suddenly, reps were flooded with constant phone calls. Each week, a 10-person team fielded 2,900 calls — nearly three per minute. And these interactions weren’t only from qualified prospects. Carriers reached out about loads already covered, pitched rates outside competitive margins, and called to say they couldn’t make scheduled pickups.

Managing this noise kept Bill’s team in a constant state of busywork that cut into high-value rep activities. “Every call took time away from working on relationships, communication with clients, and sales development,” shares Bill. “This impacted every area that’s critical for our success.”

The high call volume created a ripple effect that impacted carriers as well. With limited rep capacity, carriers often sat on hold to get key load details like pickup and delivery times. The longer the wait, the more likely they were to explore other solutions.

Even when carrier calls might help with booking future loads, reps had little time to capture details like MC numbers and contact information. These potential gaps made future outreach more difficult.

Bill had heard of tools that handled all carrier touchpoints without any human input in the loop. But he had serious reservations about automation. “Carriers hang up if they get stuck with an AI system that can’t provide helpful information,” he explains. The last thing he wanted was for carriers to write off Whitewater because of poor automated interactions.

Bill also feared these platforms would hurt reps’ carrier relationships — the lifeblood of Whitewater’s business. Full automation could erase the moments that build trust, like handling complex requests and addressing last-minute changes. For a company whose reputation was built on exceptional service, trading these opportunities for efficiency was simply not an option. Plus, solutions with multiple system integrations would complicate his reps’ setup.

At first, Bill considered a traditional solution: scaling up by hiring more reps to meet carrier demand. But after doing the math, he realized he’d need three additional reps to pick up the phone — a costly investment that wouldn’t address the root of the problem.

Fortunately, Whitewater already had a tech partner that had streamlined their quoting and load-building processes. Bill knew that their AI-powered voice carrier sales agent, Vooma Cover, could manage inbound carrier calls at scale — so he reached out.

The demo completely flipped his perspective. Through thoughtful design and intelligent automation, Vooma kept the human touch involved in every critical touchpoint. It was exactly what he needed to amplify his team’s bandwidth and capabilities.

“I’ve always hated the idea of automation that puts efficiency over relationships. We would never implement technology that sacrifices the human touch. But with 10 people fielding nearly 3,000 calls a week — half from unqualified prospects — we knew something had to change.”

Vooma Cover eliminated every concern Bill had about automation. Rather than pushing his team aside — and trapping carriers in an automated loop — their technology empowers everyone involved.

From day one, Vooma plugged right into the team’s existing workflows. Bill simply updated Whitewater’s phone number across their load boards — 123Loadboard first, then Truckstop and DAT — to Vooma’s line.

With this setup, 100% of load posting calls come through the platform’s AI agent. Whenever a carrier gets in touch, day or night, Vooma takes the call, shares the load details, and lets carriers decide if they’re interested. Because the platform lets Bill’s team set their margin targets in advance, the agent also handles negotiations to ensure the freight is booked at the desired rate.

If everything checks out, Vooma passes the call to one of Whitewater’s reps with all necessary context. If the carrier isn’t verified or the offer is out of range, Vooma logs the bid as an option to follow up on.

This intelligent automation weeds out irrelevant prospects without burning a single minute of rep time — and the impact on daily operations has been dramatic. Instead of starting every call from scratch and trying to figure out which load a carrier is interested in, reps can cut straight to rate confirmations. Average call time has dropped as a result. With the extra time, the team focuses on the work that truly energizes them, like meaningful conversations and tailored service — a shift that’s boosted both efficiency and morale.

Because Vooma captures all contact details automatically, reps can also follow up easily if future loads are a fit for the carrier. As a result, they turn every interaction into a foundation for a lasting partnership.

These benefits stack up across the board. Reps catch more calls from carriers who actually want to move freight, directly scaling revenue. At the same time, they spend more time on rewarding, high-value work that drives the business forward, like building their carrier network.

The transformation extends beyond Whitewater’s walls. “The feedback from our carriers has been overwhelmingly positive,” notes Bill. They no longer sit on hold only to discover a load is already covered — carriers know immediately whether an opportunity suits their preferences. What once felt like a risk to relationships has instead enhanced carrier experiences and become a competitive advantage.

Beyond these operational wins, Vooma’s industry expertise and technical skill enable rapid tech iterations that continuously boost Whitewater’s efficiency over time. As Bill puts it, “They address our needs at a pace I’ve never seen in other partners before.” This responsiveness keeps his team ready for each new stage of growth.

“With Vooma, we went from phone exhaustion to saving time and resources for every key part of our business. Meanwhile, their tool has handled every order we have from day one. It covers multi-stop loads, multi-pickup loads, and every type of equipment we can think of.”