Dive Brief:
- Nearly all U.S. consumers — 93% — say a company’s delivery performance directly impacts how they view the brand, according to a survey of 1,000 U.S. and 2,000 U.K. shoppers released Monday by logistics technology company Locus.
- Proper communication can help when things go wrong, as 93% of U.S. consumers say that proactive updates help offset the negative experience of late deliveries.
- Accuracy was particularly important in the U.K., where 94% of consumers say false “delivered” notifications are the most frustrating delivery experience.
Dive Insight:
Exact arrival times are becoming baseline expectations for the last-mile experience, according to Jadah Hawkins, SVP and global market leader for retail and e-commerce at Alorica.
Customers don’t necessarily trust those arrival times, however. Just 9% of U.S. consumers and 7% of U.K. consumers believe that retailers always meet their fast or guaranteed delivery commitments, according to the Locus survey.
Self-service options can reassure customers by letting them check the status of their delivery whenever they want, Hawkins said. Direct contact options like live chat or phone numbers should be easy to find.
When something does go wrong, companies that contact the customer directly can potentially salvage what would otherwise become a poor last-mile experience, according to Hawkins.
“When issues arise, response matters more than the problem itself,” Hawkins said in an email. “Brands should own the experience, communicate quickly and offer solutions such as rescheduling or store pickup rather than deflecting blame to carriers. Handled well, a hiccup becomes a loyalty accelerator because customers feel cared for, not just processed.”
A strong emphasis on communication can make the returns experience pleasant as well. Returns are expected to be elevated in the first two weeks of January, as well, according to Adobe data.
While self-service options and automated updates help make the returns process smooth, companies should have live agents available to assist when a returns problem escalates, according to Hawkins.
