How do you become a true partner to your customers?

Millions of small business owners in the U.S. rely on FedEx to keep their products moving. FedEx is a logistics powerhouse, with world-class infrastructure and cutting-edge technology. But they saw an opportunity to serve this vital customer segment even better. Shipping wasn’t the problem—the experience was. Small business owners needed more control, customization, and clarity in their shipping operations. Yet their workflows often felt disconnected from the tools available to them. FedEx recognized that creating a more seamless, intuitive experience would not only strengthen their relationship with these businesses but also solidify their leadership in the space. They needed to rethink their approach and turn that vision into reality. That’s when they turned to Ziba.

FedEx didn’t need to overhaul its logistics—it needed to realign the experience with customer realities. The key was understanding how small business owners actually worked, what they needed most, and how FedEx could provide smarter solutions. Ziba’s team went straight to the source. Through in-depth ethnographic research, we shadowed and observed small business owners, followed their workflows, and uncovered key friction points in their shipping experience. But we didn’t stop there—we made sure FedEx leadership was embedded in the process, seeing these insights firsthand and collaborating on solutions. We also focused on where FedEx had the right to play. Instead of chasing generic improvements, we identified strategic opportunities that aligned with FedEx’s strengths. The result? A new value platform tailored specifically to small businesses, with a suite of offerings designed to give them more control, efficiency, and confidence in their logistics.

FedEx knew small business shipping involved an entire ecosystem—from owners to shipping operators to end recipients. The big shift? Creating a cohesive, branded customer experience strategy called Active Connections—a branded customer experience strategy featuring six targeted service offerings designed to remove friction and add value. With solutions like a smoother return process and an improved address management tool, FedEx gave small businesses the control and flexibility they needed. The results? New revenue streams, a two-basis-point increase in loyalty, and lower operating costs. But the real transformation was deeper. FedEx didn’t just optimize processes—it redefined its relationship with small businesses. No longer just a logistics provider, FedEx became an indispensable partner in business success. By anticipating customer needs and delivering solutions that mattered, FedEx reinforced its leadership in small business logistics—setting a new industry standard.