The delivery to a customer remains one of the decisive elements of an online sale. A failed delivery can ruin all the efforts you have put into winning over the customer and securing the sale.
The connected customer is fickle, moving from one seller to another and forcing the sales models to be constantly reinvented.
In this context, can the delivery be a lever of growth and differentiation? Logistics today achieves good operational performances, but it must now concentrate on the customer’s expectations.
CUSTOMER AND USER EXPERIENCE AT THE HEART OF THE CHALLENGES
The user experience is made up of a series of stages, from the click confirming the order through to its reception. The customer experience is the way in which your customers perceive their interactions with your organisation. Because there can be a real difference between the reality of an intention and how it is experienced.
Today’s customer expects practical, easy and seamless solutions and is looking for ‘à la carte’ delivery options. In this respect, 66% of customers are prepared to change seller if a different one offers more convenient delivery options. However, 40% of them are also willing to pay a little more for a ‘perfect’ delivery.
Beyond the KPIs, the delivery therefore forms part of the customer experience, and it must be as pleasant as possible for your customer, as 90% of buyers avoid a seller if the delivery experience was bad, and 40% of them vent their anger on social networks in the event of a delivery problem.
The only way to succeed in a market where the customer decides everything, is therefore to focus on the customer’s overall experience. Indeed, when customers come to you, they are buying a product or a service, and your ‘concept’. They are not buying a delivery. The delivery is just the translation into reality of a virtual concept, the one you have sold.
This is why Forrester insists upon the fact that the customer experience (CX) and user experience (UX) must be used interdependently to result in real customer satisfaction.
In concrete terms, three dimensions must be taken into account to ensure a successful customer experience:
- efficiency: the service worked, the deadlines were met, the order complies with expectations, we are in the operational and practical side of things.
- ease: no difficulties were encountered; the experience even generates a kind of satisfaction
- emotion: the customer feels engaged in the experience
The emotion is the least visible aspect of the experience, as it concerns customers’ inner selves, what they got out of their buying experience.
So, what can be done to ensure that this emotion remains a good memory for the customer?
FROM THE EMOTION TO THE MEMORY, SECURING CUSTOMER ENGAGEMENT
According to the poet Maya Angelou, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
In order to optimise this perception, you have to offer practical services adapted to each individual, based on your customers’ habits: are they often at home, is there a time of day which is more convenient for them, do they need specific help? Which products do they prefer?
By adapting your delivery options to these consumption practices, the emotion associated with the service provided can be positive.
How can you meet these expectations? By asking your customers about their wishes, their practices, and, of course, by tapping into the huge potential provided by big data to understand the way your consumers work.
How can you offer the most tailored service? The mistake commonly made by sellers is to seek to offer an array of delivery options: customer instructions, pickup points and soon drones and car-boot delivery. However, it is not the multitude of options which will help to make the experience the best possible. A customer will soon be disorientated if you offer too many solutions. What your customers will remember are the practical aspects relating to your delivery options: keeping them informed at each stage, enabling them to change their delivery time or add an option which interests them, the fact that the delivery driver is polite and helpful, etc.
These services should add to the ease of the whole experience. Not only must the customer be given no reason for concern but it is also essential that this seamless service is not intrusive.
As a seller, we are not just designing experiences, we are also building memories which our customers will rely on when deciding on a future purchase.
Leaving them with a pleasant, or even unforgettable memory, is the next challenge of delivery 3.0!