Union Pacific Plans Online Upgrades to Boost Ease of Use

Kenny Rocker, the executive vice president of marketing and sales at Union Pacific, outlined plans to simplify their online customer portal at a recent industry meeting. He acknowledged that users currently have to navigate through multiple clicks to perform different tasks like generating waybills, tracking shipments, or paying bills. The company has been gathering feedback from a variety of customers, including smaller businesses and receivers, to understand how to make the online experience more seamless. The goal is to reduce the number of clicks needed to access different services, eventually consolidating them onto a single page for convenience. Shippers often complain about the complexity of railroad services compared to trucking, so Union Pacific’s efforts aim to close this gap. By streamlining their online portal, they hope to make rail transportation more user-friendly, potentially attracting more customers who currently prefer trucking for its simplicity.