Improving Customer Experience in Logistics – Key Aspects to Work On

The importance of providing a good customer experience has long been established in the business world. However, it’s often easier said than done for logistic companies. Several points in their supply chain are beyond control and create a huge impact on the customer experience. You can’t make steamships sail faster or increase the speed limit on highways. But, all these factors do not matter for your customers. They want a greater and improved experience, and you have to provide it to compete for your fair share of recognition and revenue in the market. Here are some key aspects for logistic companies to improve customer service and ensure a great experience:


1.    Minimize Supply Chain Touchpoints

Minimizing touchpoints in the supply chain is crucial to meeting the modern-day demands for faster delivery and smoothly entertaining customers’ requests for returns and refunds. This helps optimize the supply chain process, reduce the risk of delays, errors, and lower operational costs. Here are some of the key supply chain touchpoints that logistics companies should minimize to improve customer service and satisfaction:

  • Manual data entry
  • Warehouse inventory waiting time
  • Delivery route length
2.    Reduce Customer Touchpoints

In addition to minimizing touchpoints in the supply chain, it is also important to reduce customer touchpoints with your team to improve customer experience. Customers detest being passed around from one representative to another to have their requests processed. It also creates a negative impression of the company.

One way to avoid this is to have a comprehensive internal communication system that brings all the relevant teams together and provide them with a joint internal platform to share information, identify problems, and find solutions readily and efficiently. Having an automatic routing system that forwards customer requests to concerned teams can also help reduce customer touchpoints and improve customer experience.


3.    Actively Manage Customer Touchpoints

The ever-increasing emphasis on customer experience is pushing businesses to make their supply chain customer-centric. Given the high number of customer touchpoints in the logistics supply chain, the need for such initiatives is highest for logistics companies.

Identify your customer touchpoints, evaluate them (one at a time) to figure out loopholes or gaps, and then devise suitable strategies for how you can improve them to enhance the overall customer experience.

For example, updating your data entry system and CRM can help ensure that your customer service representatives can quickly access customers’ details, which then will put them in a better position to understand their issues and offer viable solutions. Similarly, IoT-based technologies can be used to improve the delivery process while also keeping the cost in check.

Remember, the key to improving customer touchpoints lies in understanding your customers’ expectations, empathizing with them, and aligning organizational level KPIs with their demands.


4.    Offer Real-Time Visibility at Each Customer Touch Point

Meeting the demands of modern-day customers requires logistics companies to offer real-time updates, data, actionable insights, and end-to-end visibility at a single platform. Incorporating advanced analytics into your supply chain can help with it by enabling managers to make smarter supply chain decisions.

Customer experience requires organizations to shift from a traditional strategy to a digital and multi-channel connection that can provide real-time visibility into every customer interaction. This allows companies to offer personalized and contextually relevant content, drive sales through nurturing journeys, and deliver the company’s values and culture.


5.    Unify Your Communications to Prevent Information Loss

The broad range of customer touchpoints in the logistic industry pushes organizations to use multiple software to manage information and streamline processes. These include self-service web platforms, CPQ, CRM, and TMS, to name a few.

While these systems are certainly helpful, constantly switching between different platforms is time-consuming and causes information loss. Use a shared communication platform to resolve this problem. It will also ensure that individual interactions are well-informed, which is the key to providing the right solutions to customers and will ultimately help improve the customer experience.


The Final Word

Providing a great customer experience is no longer an option for logistic companies. The service you provide to your customers is the only thing they experience; they don’t see your dedicated teams working day and night to ensure smooth delivery of their products or how much you have invested in warehouses or transportation. Their impression of you comes down to their experience, and it is the only thing they will remember.

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