How Does Logistics Boost Customer Experience?

From bespoke packaging to better delivery communication, here’s how global logistics can help businesses put customer needs at the forefront.

Half of global consumers (50%) expect better experiences from brands when economic conditions become more challenging, says 2023 research from Adobe. This is because the digital economy has raised expectations across the board. For Claire Prance, Commercial Director at SEKO, logistics is the best way to deliver a good customer experience.

How can logistics help businesses supercharge customer experience? 

I might be a little biased, but for me, logistics allows good communications at all stages of the process. We received your order. We're shipping tomorrow. Your order is due to arrive on this day. Make changes if you wish. It makes customers feel they’re being looked after.

The other side is about using packaging to reflect the right experience for your brand. If you’re about good value, your packaging will be simple and quick to assemble. If you’re in luxury, your packaging will be very beautiful. If it’s sustainability, the packaging is recyclable or reusable. If you're in need of cross border, it's about making sure that the process is seamless and easy. The marriage of these two elements keeps customers coming back.

How can businesses improve customer experience?

When speaking to a logistics provider, the first thing you should do is agree appropriate service levels. Make sure you've got the Pick and Pack cut-off as late as possible. Make sure the provider has all their forecast information so they can plan the correct amount of labour to do the job in a timely manner. Service level agreements are important to get right if you want to deliver a consistent customer experience.

Top tips for boosting customer experience

Younger generations like to see that efforts have been made to be sustainable and baked in throughout. How efficient are warehouses are being with their energy usage? How environmentally friendly is the parcel carrier? And I think this will continue with time. So, the tip is to communicate these successes to your customer base when you have an appropriate opportunity. Tell them how your packaging is sourced, that it is made of recycled materials, or the box it came in is perfect for sitting on your dressing table and can be reused.

Having a good reputation generally gives you good reviews on sites like Trustpilot or on social media. It means your customers will tell their friends and family, and it creates a kind of advocacy where your customers will begin to do some marketing for you.  

How can robotics and automation help with the customer experience?

Automation can be helpful in reducing human error and keeping your delivery times on target. For example, if you've got robots doing the picking and packing in your warehouse, you can trust that it will be able to cope with fluctuations more in a more responsive manner.

Automation also means you have fewer people driving or getting the bus to and from work, making your business more sustainable. In theory this allows you to pass cost savings onto the customer. And better prices tend to go down well with the consumers, particularly in challenging economy.

At SEKO, we just introduced automation in our Milton Keynes warehouse, and it has given us a 33% reduction in labour on the pick part of the process. This leaves our staff to concentrate on what matters most: customer experience.

How should businesses navigate a challenging economy?  

Your number one priority should be to turn your business into a trusted entity, and you do this through expert communication. Always think about your customer and what you want them to do when they see your marketing. And when you're choosing your logistics provider, work out how this specific logistics firm will help your customer. Everything you do should be with the customer in mind. If you can get this right, you can weather any storm.

For further insights on how SEKO logistics offering can boost your customer experience, reach out to our fantastic team of experts.