How to collect customer satisfaction to improve the delivery experience?

"What's the status of my package?", "I still haven't received my order", "How do I return my item?", etc. When brands are questioned, delivery is one of the most recurrent reasons for contact, and one of the most important criteria for a successful customer experience. According to a recent study by OpinionWay for Generix Group, 44% of French people say they will make a complaint to the retailer, and 33% will not consider renewing a purchase if delivery has not taken place when expected.

Preserving brand image

Delivery is an essential part of the customer experience, and even more so during the holiday season. As for the brands, they try to manage the logistics as best they can to avoid any inconvenience. However, it's difficult to control everything when this stage of the customer journey is the responsibility of one or more service providers. This does not prevent the brand from seeing its image called into question.

According to a study carried out by the start-up deliver.ee, 72% of consumers believe that the retailer is responsible for any delivery problems. To "stay in touch" and not lose control of this strategic moment, it is therefore useful to collect customer satisfaction data. This makes it possible to identify and evaluate the various criteria that contribute to the delivery experience: delivery times, methods and rates, contact with the delivery driver, packaging and appearance of the parcel, return procedures, etc., and to act accordingly if necessary. And act accordingly if necessary.

Identify areas of dissatisfaction for continuous improvement

If the delivery aspect is a strategic point for your company at the moment, and you want to zoom in on it precisely, it's possible to dedicate a survey to this subject. Alternatively, you can integrate the subject of delivery into a satisfaction survey that evaluates the entire customer journey. Hot or cold, both are possible.

Hot measurement, on the other hand, results in a better return rate and more qualitative feedback, as the customer remembers his or her experience better, but also enables us to be more reactive if the customer expresses dissatisfaction that can be taken care of. Cold feedback is more useful for identifying strategic levers for improvement. As well as notes, leave space for verbatims; it's from customer expressions that you can detect irritants and points of dissatisfaction. Gathering the main issues raised will also enable your customer service department to anticipate future requests and enrich your FAQ.

Delivery is often the last stage in the customer journey, and therefore the point of contact between your company and your customers. It's up to your organization to manage customer feedback in such a way as to quickly identify the major causes of dissatisfaction. As a result, you can adjust your organization, or even work with your service provider(s) to optimize logistics.