We usually treat logistics as an operational gear, that is, necessary, more invisible. Gross error.
In the experience economy, each delivery is atouchpointemotional, and each interaction with the customer, a moment of truth capable of boosting or destroying reputations. Furthermore, 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 encompasses both the punctuality and the condition in which the item arrives, until the communication made during the process. AND, if there are failures, it is necessary to be transparent and take advantage of 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 change 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 change in the value equation of organizations.
Market studies show that logistical inefficiency costs Brazilian companies up to 12% of their annual revenue, considering returns, substitutions and loss of customers. On the other hand, optimized operations generate: an 18% increase in the repurchase rate; 40% reduction in service costs by eliminating rework; 25% growth inlifetime valuefor effective loyalty.
With the change in expectations from customers, the obsession with tight 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: an order arrives damaged at the customer. The most common reaction would be to request 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 transform detractors into ambassadors – and it costs much less than investing in advertising campaigns, for example.
Therefore, there is always an opportunity to gain the customer's trust to not lose them. It is always necessary to be attentive to this type of situation.
Another fundamental point is knowing how to listen to the customer. Monitoring OTIF (On Time In Full) is basic. Companies that are truly concerned about providing 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 NPS (Net Promoter Score) correlate with the repurchase rate?
Some actions for good service can help retain customers. Even though it may seem like something obvious, are often ignored by companies. See three of them
- Be quick to give feedbackclients value when their questions are answered quickly. For that, it is essential to use order tracking systems and keep customers informed, beyond, it's clear, to train the team to respond quickly to questions and inquiries;
- Always put yourself in the customer's shoeshaving empathy is essential. Showing that you care makes all the difference. This demonstrates that he is really 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 for solving problems, it should be seen as something to create bonds with customers.
Certainly, one of the main challenges, now, is to make sure that everyone in the company knows and understands the importance of their work for the business as a whole, constantly seeking to have as the final goal to delight the customer.
In highly competitive markets such as Retail and Logistics, the 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 is strategic!
