We tend to treat logistics as an operational cog—necessary but invisible. A grave mistake.
In the experience economy, every delivery is an touchpoint emotional, and every customer interaction is a make-or-break moment for reputations. Additionally, a McKinsey study reveals that companies combining operational efficiency with memorable experiences grow twice as fast as the market average.
The delivery experience is no longer just about receiving a package. It encompasses everything from punctuality and the condition of the item upon arrival to the communication during the process. And if failures occur, transparency and seizing opportunities to rebuild customer trust are essential.
Customer expectations have evolved from “fast delivery” to integrated experiences combining speed and personalization. PwC data shows that 73% of consumers consider the post-purchase experience as crucial as the product itself—a structural shift in value perception.
Customer expectations have evolved from “fast delivery” to integrated experiences combining speed and personalization. PwC data shows that 73% of consumers consider the post-purchase experience as crucial as the product itself—a structural shift in value perception.
Market studies indicate that logistical inefficiency costs Brazilian companies up to 12% of annual revenue due to returns, replacements, and lost customers. Conversely, optimized operations drive: 18% higher repurchase rates; 40% lower service costs by eliminating rework; 25% growth in lifetime value through effective loyalty.
With shifting customer expectations, obsession with short deadlines has become commoditized. The differentiator lies in orchestrating positive surprises: a courier SMS-ing personalized early arrivals, packaging that tells the brand’s story, or a discount voucher after a mishap—small gestures that delight.
Imagine this: a damaged package arrives. The usual reaction? Demand an immediate refund. Yet within the problem lies opportunity. Why not send a replacement with a sincere apology? This simple act could turn critics into ambassadors—far cheaper than ad campaigns.
Thus, there’s always an opportunity to earn—not lose—customer trust. Stay vigilant to such situations.
Another key is listening. Tracking OTIF (On Time In Full) is basic. Truly customer-centric companies measure: How many customers spontaneously praise delivery? What’s the financial impact of poorly resolved complaints on social media? How does NPS correlate with repurchase rates?
Simple service attitudes can retain customers—yet are often overlooked. Here are three:
- Respond promptly: customers value quick resolutions. Use order-tracking systems, keep them informed, and train teams for swift responses.
- Empathize: showing you care makes all the difference. It proves their importance.
- Focuson solutions: resolve setbacks effectively—but remember, service isn’t just problem-solving; it’s relationship-building.
A key challenge now is ensuring every employee understands how their work contributes to the ultimate goal: delighting customers.
In hyper-competitive Retail and Logistics markets, service can make your company stand out.
Customer service is no longer operational—it’s strategic!
