Shift from reacting to preventing delivery issues
Convey, a final-mile delivery software company, created a four-stage maturity model to help brands improve delivery practices.
The four stages are:
- React – Reacting to customer demand
- Anticipate – Anticipating customer needs
- Prevent – Preventing customer issues
- Automate – Automating the process and giving customers ultimate control
Rob Taylor, CEO of Convey, said most brands operate within stage one (react) capabilities. And oftentimes:
Improving customer experience requires a fundamental shift in culture, key performance indicators (KPIs), technology and processes.
A company in the react stage typically has few shipping carriers, limited delivery options and minimal control over the delivery process.
This is partially because most shippers provide basic delivery status data. And companies can do little to anticipate issues or redirect around a problem armed with only basic data.
As such, moving from the stage one (react) to stage two (anticipate) often means a system rework. Companies must do three things:
- Instill a cross-functional focus on customer experience
- Understand the customer’s delivery journey
- Communicate with customers
In stage 3 (prevent), retailers start to personalize the delivery process. And cross-functional delivery teams should be able to:
- Act upon in-transit shipments in real time
- Provide individualized shipment commitments
Companies should focus on improving customer experience
Moving up the model requires extra attention to customer experience.
The ultimate goal of the four-stage model is exceeding customer expectations. One way to do this is by focusing on self-service and automation.
Gathering data about the customer journey can help you empower customers with self service tools that give greater control over the delivery experience.
According to Taylor, giving customers the ability to control their own delivery is common practice among best-in-class retailers.
Customer expectations for efficient delivery continue to rise. But not all companies can throw wads of cash at holiday gimmicks.
Building your delivery system around customer experience can help your business grow and exceed expectations.
Follow the link below for more on optimizing the customer delivery experience.
Level Up Your Customer Delivery Experience – Rob Taylor, Forbes