The importance of efficient logistics in the economy of experience

We often treat logistics as an operational gear, that is, necessary but invisible.

In the experience economy, every delivery is a touchpoint emotional, and every customer interaction, a moment of truth capable of boosting or destroying reputations.In addition, a McKinsey study reveals that companies that combine operational efficiency with memorable experiences grow 2 times faster than the market average.

The delivery experience is no longer just about receiving an order. It covers from the punctuality and condition in which the item arrives, to the communication made during the process. And if there are failures, you need to be transparent and take advantage of opportunities to regain customer trust.

Customer expectations have evolved from “fast delivery” to integrated experiences that combine speed and personalization.PwC data reveals that 73% of consumers consider the post-purchase experience as crucial as the product itself, signaling a structural shift in the value equation of organizations.

Customer expectations have evolved from “fast delivery” to integrated experiences that combine speed and personalization.PwC data reveals that 73% of consumers consider the post-purchase experience as crucial as the product itself, signaling a structural shift in the value equation of organizations.

Market studies show that logistics inefficiency costs Brazilian companies up to 12% of annual revenues, considering returns, replacements and loss of customers. On the other hand, optimized operations generate: an increase of 18% in the repurchase rate; a reduction of 40% in service costs by eliminating rework; growth of 25% in the repurchase rate lifetime value by effective loyalty.

With the change of expectations on the part of customers, the obsession with short deadlines has become a commodity. The differential is to orchestrate positive surprises: a deliveryman who anticipates the arrival time via personalized SMS, packaging that tells the story of the brand, or even a discount voucher after an unforeseen are small attitudes that delight.

Imagine the following: an order arrives with faults in the customer. The most common reaction would be to ask for an immediate refund. But even with the problem, there is a beautiful opportunity there. Why not send a new item along with a sincere apology? This simple gesture could turn detractors into ambassadors & costs much less than investing in advertising campaigns, for example.

Therefore, there is always an opportunity to gain the trust of the customer so as not to lose him. One must always be attentive to this type of situation.

Another key point is to know how to listen to the customer. Monitor OTIF (On Time In Full) is basic. Companies really concerned with serving well should measure: how many customers spontaneously praise the delivery process? What is the financial impact of a poorly resolved complaint on social networks? How does the NPS (Net Promoter Score) correlate with the repurchase rate?

Some attitudes to good service can help retain customers. Even though it may seem obvious, they are often ignored by companies.

1. Be quick to give returns: customers value when their questions are answered quickly. For this, it is essential to use order tracking systems and keep customers informed, in addition, of course, to train the team to respond quickly to questions;
2. Always put yourself in the customer's shoes: having empathy is key. Showing that you care makes all the difference. This demonstrates that it is really important for the company;
3. Have fhollow in solving problems: propose solutions to solve setbacks effectively.But, always keep in mind that good customer service is not only for solving problems, it should be seen as something to create links with customers.

Certainly, one of the main challenges now is to make everyone in the company know and understand the importance of their work for the business as a whole, seeking at all times to have the ultimate goal delight the customer.

In highly competitive markets such as Retail and Logistics, service can be what will make your company more attractive than your competitor.

Therefore, you can no longer see customer service as something operational. It is strategic!