The Problem
Your team isn't in your system. They're in your customer's.
Walk into a 3PL's operations room and a lot of the day, the team isn't in your WMS or TMS or ERP. They're in your customers' portals. ShipIQ for Target. Vendor Central for Amazon. Seller Central for the marketplace side. Those portals are the gates the work has to pass through, and they were built for the customer, not for you.
So operators end up with two screens open most of the day. The customer's portal is asking them to pick a PO, type a date, set a quantity, click submit. The other screen — your own system — already knows the answers. The operator copy-pastes, alt-tabs, mistypes a digit, starts over. Hundreds of times a day across the floor. None of it looks like a problem you can take to leadership; it's a lot of small frictions adding up to real hours and real errors over a week.