By Amit Sharma, Narvar
By 2017, 89% of companies will compete almost entirely, if not entirely, on customer experience. As you think about where to move the needle in 2016, you can bet any gains in improving your customer service will not only make your customers happy, but also add to the bottom line.
Delivering great products is no longer enough — people want an exceptional experience, too. Savvy retailers have discovered an untapped moment in the customer journey, where they are turning what might have been an ordinary transaction into an opportunity for engagement.
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This moment happens just after the online shopper clicks ‘buy’ and begins waiting for their purchase to arrive. Post-purchase is the new battlefield in the retail wars, and you can arm yourself to win by adjusting your strategies around delivery and supply chain management.
To deliver an exceptional post-purchase experience, retail marketers and supply chain pros have an opportunity to join forces to make the most of this “new” channel for engagement.
Here are three resolutions they can make together to transform delivery and logistics from everyday transactions into memorable experiences that win customer loyalty:
1. Give Customers Visibility Into Product Delivery
Three out of four online shoppers say that order tracking is a service every retailer should offer. Customers are attuned to the experiences delivered by logistics disruptors like Amazon, Postmates and DoorDash; they’re used to knowing exactly when their package, car or meal will arrive, complete with a personalized SMS or other communication. These companies empower the customer to customize one’s delivery — for instance, to send a package elsewhere, get help with the tap of a button and rate the experience after it happens. This is what customers expect you to deliver as a retailer, too.
Being transparent and giving customers control is a win-win: customers are happy and loyal, and you have more insight into their preferences as well as opportunities to interact with them at important steps throughout their experience with your brand.
2. Build A Comprehensive Carrier Network
As customer expectations rise beyond fast and free delivery, your partners in supply chain logistics will change significantly. The potential for carrier partnerships extend from individual Uber drivers to traditional providers such as UPS and FedEx. Working with diverse partners to meet customer expectations will allow you to focus on creating a post-purchase experience that gives customers what they want and keeps them coming back for more.
3. Branch Beyond In-Store Pickup
Customers may want to be able to customize their delivery to be more convenient. In fact, 48% of online shoppers said they want to be able to give special delivery instructions for their package. Think about your experience as a consumer: Imagine if you didn’t have to worry about your package sitting on your front stoop or trying to coordinate your schedule around an estimated delivery time. Imagine if you could pick up your package on your normal route — at your child’s school, or at your regular coffee shop.
In-store and curbside options definitely help, but retailers can surpass customer expectations by allowing customers to pick up the new running shoes they ordered online as they grab a latte from Starbucks. Think outside the box to create partnerships that make your customers’ lives easier.
A new wave of customer experience is coming to retail. Exceptional customer experience is no longer the sole responsibility of the marketing team. It requires marketers and supply chain experts to work together towards improving customer service and building loyalty, in 2016 and beyond.
Amit Sharma is the founder and CEO of Narvar, a premium post-purchase experience platform. He has more than 15 years of experience across supply chain, information technology and business analytics. As an executive at Apple and Walmart, Sharma led the way in shaping the post-purchase experience. He received his BS in electronics engineering and MBA from Duke University.
