Customer-Centric Last Mile Delivery: Putting the End-Customer First
The last mile of the delivery process can be the most important part of the entire customer experience. It is often the only point of contact between the customer and the delivery company, and it can make or break a customer’s perception of the entire delivery process. As such, focusing on the end-customer during the last mile delivery is critical to optimizing the delivery process and ensuring a positive experience for the customer.
One way to focus on the end-customer during the last mile delivery is to provide full route transparency. This means providing the customer with real-time updates on the status of their delivery and an estimated time of arrival. This can be done through branded notifications, SMS messages, or in-app notifications. By providing this information, the customer is able to plan their day accordingly and avoid any potential issues that may arise from missed deliveries or unexpected delays.
Dr. Waqar Bhatti to one of the authors of the research paper "Impact of Delivery Notifications on Customer Satisfaction and Loyalty in Last Mile Delivery: The Moderating Role of Frequency of Online Shopping", which was published in the journal Sustainability in 2020, conducted research a study on the impact of delivery notifications on customer satisfaction and loyalty in the last mile delivery. The study was conducted in the context of e-commerce in the UK and involved a survey of 368 online shoppers who had recently received a delivery.
The study found that delivery notifications have a significant positive impact on customer satisfaction and loyalty. Specifically, the study found that branded notifications, which use the company's logo and colors, were more effective than generic notifications in building trust with customers and creating a more efficient and effective delivery process.
Overall, the study supports the idea that focusing on the end-customer during the last mile delivery, by providing branded notifications and other strategies, can have a significant impact on customer satisfaction and loyalty. This, in turn, can lead to increased business success for delivery companies.
Collecting customer feedback is also an essential component of focusing on the end-customer during the last mile delivery. One way to do this is to use Net Promoter Score (NPS) surveys to gauge customer satisfaction with the delivery process. By asking customers to rate their experience, delivery companies can identify areas for improvement and take steps to address any issues that arise. This can lead to a reduction in the number of “Where is my order” calls, which can be time-consuming and frustrating for both the customer and the delivery company.
Another way to focus on the end-customer during the last mile delivery is to use branded notifications to provide a consistent and recognizable experience for the customer. This can include using the company’s logo and colors in the notification, as well as providing a clear and concise message that is easy to understand. By doing so, the customer is able to quickly and easily identify the notification as being from the delivery company, which can help to build trust and credibility.
In conclusion, focusing on the end-customer during the last mile delivery is essential to optimizing the delivery process and ensuring a positive customer experience. By providing full route transparency, collecting customer feedback through NPS surveys, using branded notifications, and reducing the number of “Where is my order” calls, delivery companies can build trust with their customers and create a more efficient and effective delivery process.
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