Covid has changed freight rail and all shipper behavior with zoom calls, more data mining, minimal on-site visits, etc. Freight rail has been evolving to a commodity-driven product, market-driven pricing such as LOGS, and shuttle freight. If you research the evolution of the airline industry, you will see minimal contracts with big companies and all supply/demand-driven pricing.
The differential is locating customers and larger logistic centers or industrial parks. BNSF and CSX have been on that path for many years, developing sites to maximize the density of shippers in one large serving area. Short lines have been taking that approach for years as well. The change: I believe the large logistic centers will draw smaller shippers for better service.
Bottom line. Focus on the concentration of shippers. Utilize data mining. Continue down the path of “ease of doing business” for shippers.