We usually treat logistics as an operational gear, that is, necessary but invisible. Gross error.
In the experience economy, every delivery is atouchpointemotional, and each interaction with the customer is a moment of truth capable of boosting or destroying reputations. Furthermore, 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 covers everything from punctuality and the condition in which the item arrives to the communication carried out during the process. And if there are failures, it is necessary to be transparent and seize opportunities to regain the customer's 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 organizations' value equation.
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 organizations' value equation.
Market studies show that logistical inefficiency costs Brazilian companies up to 12% of their annual revenue, considering returns, replacements, and loss of customers. On the other hand, optimized operations generate: an 18% increase in the repurchase rate; a 40% reduction in customer service costs by eliminating rework; a 25% growth inlifetime valuefor effective loyalty.
With the change in customer expectations, the obsession with short deadlines has become a commodity. The difference lies in orchestrating positive surprises: a delivery person who anticipates the arrival time via personalized SMS, packaging that tells the brand's story, or even a discount voucher after an unforeseen event are small gestures that delight.
Imagine the following: a shipment arrives with damages at the customer's location. The most common reaction would be to request an immediate refund. But, even with the problem, there is a great opportunity there. Why not send a new item along with a sincere apology? This simple gesture could turn detractors into ambassadors – and it costs much less than investing in advertising campaigns, for example.
Therefore, there is always an opportunity to earn the customer's trust so as not to lose them. It is always necessary to be attentive to this type of situation.
Another fundamental point is knowing how to listen to the client. Monitoring OTIF (On Time In Full) is basic. Companies truly concerned with good service should measure: how many customers spontaneously praise the delivery process? What is the financial impact of a poorly resolved complaint on social media? How does the NPS (Net Promoter Score) correlate with the repurchase rate?
Some actions for good service can help retain customers. Even though it may seem obvious, it is often ignored by companies. See three of them
- Be quick to give feedbackClients value when their questions are answered quickly. For this, it is essential to use order tracking systems and keep customers informed, as well as, of course, train the team to respond quickly to questions and inquiries;
- Always put yourself in the customer's shoesHaving empathy is fundamental. Showing that you care makes all the difference. This demonstrates that he is truly important to the company;
- Have fhollow in problem solvingPropose solutions to effectively resolve setbacks. But always keep in mind that good customer service is not just about solving problems; it should be seen as something to build bonds 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, always seeking to have the ultimate goal of delighting the customer.
In highly competitive markets such as Retail and Logistics, customer service can be what makes your company more attractive than your competitor.
Therefore, it is no longer possible to view customer service as something operational.It's strategic!
