Whitewater Freight

When Will Bochkay took over as President of Whitewater Freight in 1998, his mission was simple: hire good people, give them autonomy, and earn client trust one order at a time.

Over the years, this philosophy worked. Seasoned reps developed their own routines, relying on personal experience to quote and build loads in a predictable market. But those same processes became bottlenecks when the freight industry tightened in early 2024.

With volatile pricing and intense competition, reps suddenly needed to quote faster and more accurately than ever — but manual processes limited daily output. And without a unified approach, even experienced reps could quote the same lanes differently, creating pricing inconsistencies that impacted customer relationships.

Hiring helped with capacity, but training new reps was complex. Without standardized procedures, training often required weeks of one-on-one mentorship — adding pressure to an already stretched team.

Manual load-building also slowed reps down and left potential revenue on the table. “If building a load takes five minutes, that’s your ceiling,” Will says. “You can’t move faster than that.”

To keep pace, reps collected only the essential information needed to move freight. Smaller details, like customer-specific notes, dock door information, and pickup numbers, were often left out to avoid delays. While those details weren’t critical for dispatch, they could affect downstream carrier communications and impact customer service.

Will recognized an opportunity. Whitewater was ready to scale, but their processes needed to evolve first. The team needed systems that could absorb a higher work volume without creating burnout. After experimenting with several automation solutions that promised more than they delivered, Will discovered Vooma. He knew he had finally found a platform that could unlock the capacity trapped in their current workflows.

“Building loads was time-consuming, and the quoting process differed from rep to rep. We needed something that made us faster and helped us shift quoting from an art to an SOP.”

In under a week, Whitewater onboarded Vooma Quote — and it clicked immediately for their team.

Like true partners, Vooma’s team listened, took feedback, and helped Will’s team roll out in a way that worked best for them. Before long, Whitewater also added Vooma Build to streamline their load entry process.

Now, when requests hit reps’ inboxes, Vooma automatically extracts key details like weight, dimensions, and addresses to build quotes. Reps can review and adjust pricing without switching screens and prompt Vooma to draft a response in seconds. This process keeps Whitewater moving fast while avoiding pricing inconsistencies that can strain client relationships.

When reps are ready to build a load, Vooma reads data from any source, including screenshots, PDFs, and rate confirmations. The tool then enters details directly into Whitewater’s TMS — so loads are ready for dispatch.

And with fewer manual tasks, the impact on customer service is significant. The team never has to sacrifice completeness for speed. “We’re getting more information, and we’re getting accurate information,” Will says. “And we’re doing it in a fraction of the time.” Relevant details like location notes, PO numbers, and customer-specific information now carry through to dispatch, helping Whitewater maintain the superior service their customers have come to expect.

Vooma’s standardized operations also give new hires everything they need to hit the ground running. Now, new reps learn to quote independently in days, giving the team more capacity without burnout.

“We used to spend weeks coaching new reps through quoting. Using Vooma, a new hire picked it up on her own and quoted with zero hand-holding.”