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Managing the Customer Feedback Gap In 2021

As customers turned to online retail to reduce the impact of the global pandemic, we saw a huge increase in e-commerce. This led to growth in the delivery industry as they tackled growing demand across all products from medical devices to house plants.

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Recently, we ran a survey to gain insight from customers on their delivery experiences. We noticed an alarming trend – nearly a quarter of customers (23%) who experience delivery issues whilst ordering goods online do not complain.

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These results show that customers are not sharing their experiences with retailers. As a result, retailers are unaware of the existing issues with their service. This may be due to customers not knowing how to offer feedback, or finding the process too difficult or time-consuming. Without being aware of these issues, customer satisfaction could get worse as retailers are unsure of what their customers are struggling with.

However, this issue can be fixed. By taking the steps below, retailers can get a greater insight into how their customers feel about their deliveries:

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Understanding why feedback should be sought is key to getting the most out of it. It’s always easier to be receptive to positive reviews compared to negative ones, but both must be gathered in order to improve a business. By welcoming reviews, retailers also build a stronger relationship with their customers, increasing trust and customer loyalty.

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Feedback from customers will also help retailers make the right internal decisions. Retailers do not currently understand the customers’ full experience with delivery, which means they cannot make informed decisions. Rather than making educated guesses, retailers must prioritize customer feedback to make sure that they improve their services by the customer’s standards, instead of through their own assumptions.

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Such feedback is more important than ever before, as e-commerce is showing no signs of slowing down – and neither is the demand for delivery. This is supported by our survey results which found 85% of online shoppers say they would shop either the same or more frequently online over the next 12 months. When store closures increased in the UK, delivery drivers became brand ambassadors. With delivery on the rise, this is likely to continue. It is because of this, retailers must make sure their delivery services are of the highest quality.

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Actively Fixing the Issue

There are many ways for retailers to get more feedback from customers, but it can be time-consuming. So making the process as quick and easy as possible is important. Retailers can do this by using their mobile applications to gather reviews. This way feedback can be given with just the click of a button, which is more attractive for time-poor customers.

Customers are also more likely to offer feedback if they are given an incentive that adds value to their review.

There are various ways incentives can be offered such as:

  • Discounts on retail products for giving feedback
  • Offering more points on points-based rewards cards for each product reviewed
  • Entering customers in an automatic raffle for either a cash prize or product when they give feedback

The Future of Delivery 

Couriers, retailers and customers currently exist independently of each other. We want to create a platform where these groups would be connected so that they exist in the same space. By doing this, customer experience would be vastly improved through seamless processes and more efficient communications between all the key parties.

As long as retailers are aware of the current gap, they can get closer to closing it completely. By working with couriers to prioritize their customers’ experiences, the feedback gap can be an occurrence of the past and great delivery experiences can be the future.

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