Butts is eager to break the acronym down this way: The first S is for the savings that customers should realize from a provider's work. The E is for expertise. R stands for responsiveness, an ability to take advantage of opportunities. The letter V is for visibility, which is needed to reduce uncertainty. Integrity is represented by the letter I. An example, says Butts, is delivering on promises made. "That's integrity." C stands for compliance and risk mitigation. E is for empowerment. And the final S is for sustainability, something everybody talks about these days but which is not always delivered.

Being close to the customer is one for both parties to succeed, he says. "We do that through our people and call it account management," Butts says. "You have to understand the industry and the customer's place in that. Our technology has to enable certain things in a customer's network, and our network has to be linked in effective ways to achieve economies of scale and help customers reach their expectations."

Financial strength is a primary concern for customers shopping for transportation providers. "Does this company have the resources to be around tomorrow.? Do they have a proven track record? Do I feel comfortable bringing them into a meeting? Do they have the ability to work with me and anyone else I bring into the relationship or do business with?"

These things are important, Butts says, because if you aren't the league leader, then you need to partner with someone who can give you the advantage you require.

To view this video interview in its entirety, click here.