23 February 2024 In the current market, there is much talk about customer experience and its impact on business performance. Investing in personalized services, fast service, and delivery speed are common examples that help provide unique experiences, essential for consumer loyalty and satisfaction. According to a survey conducted by Salesforce, 89% of customers say that the experience offered by the brand is as important as the products and services sold. Additionally, the same research shows that 57% of participating consumers would stop using a service or purchasing a product from a brand because they had a better experience with a competitor. Faced with consumer demands that grow every day, it is crucial for companies to aim to place the customer at the center of their strategies, seeking to offer a unique and memorable experience at all service points and touchpoints with the consumer. In this article, we will explore how companies can use logistics and available technological tools to enhance the customer experience, taking into account their expectations and needs, from the moment of purchase to product delivery. Where to start thinking about customer experience from logistics management? The development of logistics strategies focused on customer experience has become essential for growth and maintaining competitiveness in the market through competition. Investing in solutions of different categories such as service and product personalization, ease of ordering, delivery and return speed are guarantees for greater consumer loyalty. Based on this scenario, logistics managers can start thinking about the customer experience based on their needs and expectations. One of the most recommended, practical, and safe ways to think about improving the customer experience is to gather information from buyer feedback. This can be obtained through surveys, evaluations, or data analysis. The results obtained will help identify strengths and areas for improvement in relation to the customer experience. Another path that focuses on the customer experience is ensuring that the entire supply chain, from logistics activities to company culture and methodology, is aligned with the consumer-focused approach, and this includes everything from senior management to frontline employees. Furthermore, companies are advised to invest in technologies such as management systems, real-time order tracking solutions, and other data analysis tools. By adopting a customer-centric approach, logistics managers can significantly improve their ability to retain customers, acquire new buyers, and increase profitability. 7 pillars for customer-focused logistics Developing a customer-focused logistics strategy can be a challenging task, especially since it represents a significant shift from the traditional model. Despite the operational peculiarities of each company, there are some pillars that are easily applicable in practice. Take a look at some of them: 1- Understand your customer’s profile We have previously seen that the first step to ensuring a good consumer experience is a deep understanding of their profile, preferences, and expectations. Therefore, to develop a workflow that offers memorable experiences, it is necessary to understand the customer as thoroughly as possible, aligning the supply chain accordingly. This can be achieved through market research, gathering customer feedback, analyzing purchase patterns and history. These data are valuable and allow you, as the logistics manager, to offer personalized products, services, and delivery options, ensuring a complete and satisfying customer experience. 2- Develop projects that meet expectations Once feedback is collected and data analysis is performed, it’s time to put into practice one of the main pillars of customer experience: the development of actions that seek to meet market expectations. It is essential that the company is able to invest in practical projects and processes that meet the needs identified by customers, such as offering service options, quick responses, real-time order tracking, and faster deliveries. Therefore, if after the research it is observed that most customers appreciate the speed of procedures, a particular company can offer as a solution the response to the problem, faster delivery options, simple returns, and adaptable service, ensuring public satisfaction, gaining authority and competitiveness in the market. 3 – Strengthen the “customer-centric” culture and create a collaborative network This is an action that can go beyond logistics. In addition to training its employees, strengthening the “customer-centric” culture, meaning “the customer at the center of the business,” establish a network to promote collaboration among various departments of the organization, such as marketing, research and development, sales, among others. This allows for a complete view of the customer and aligns the organization’s goals accordingly. You can also extend this collaboration network to external partners, thus obtaining end-to-end visibility of the entire customer service process. Integration is fundamental, as it allows agile responses to customer requests, optimizes communication, facilitates decision-making, and streamlines the chain. 4- Invest in multiple sales and service channels With the democratization of the Internet and a new consumption model, new possibilities for buying, selling, and receiving also arise. Therefore, for a company to gain a competitive advantage and offer a positive customer experience, it is advisable to consider the omnichannel universe, meaning integrated sales and service channels. The omnichannel strategy serves different consumer profiles and allows meeting the expectations of each one. For example, with the supply chain operating in an integrated manner, it is possible to sell a particular product on websites or applications (online) and offer special conditions for this customer to pick up the product in the physical store. The opposite also happens and serves customers who want to try, see, or touch the product before completing a purchase, so the consumer receives it at home after testing the chosen item. The current market seeks convenience, practical solutions, comfort, and agility. For this reason, the shopping experience and delivery quality can be as important as the product itself and, therefore, should be treated with the same importance. 5- Increase supply chain visibility Another logistics optimization that benefits the customer experience is the predictability of the supply chain, as it is directly connected to the purchase flow, shipping, and order tracking. Suppose a particular product is more in demand during certain periods, but your company is not prepared to receive these orders. In this case, the lack of product in stock can generate discomfort and dissatisfaction for your consumers. Therefore, it is essential to use data analysis and other technologies, such as inventory management systems, to achieve assertiveness and a complete understanding of customer preferences, behaviors, and needs. The implementation of the right technology in data processing increases visibility along the entire supply chain, allowing companies to make decisions based on reliable information and respond to customer requests in real-time, avoiding bottlenecks and logistical problems, such as lack or excess of products in stock, speeding up shipping processes, distributing activities based on demand, and promoting agility throughout the entire workflow. 6- Continuously monitor results When talking about customer experience, to achieve effective logistics management, it is crucial to adopt a strategy based on data analysis, performance monitoring, and continuous innovation. Regularly measuring performance against parameters such as on-time delivery, order accuracy, and customer satisfaction provides valuable insights to identify areas that need improvement. 7- Invest in management systems, such as OMS and WMS One of the most important pillars for developing logistics strategies for customer experience is investment in technology. The available innovations offer the necessary visibility to generate insights into the development of new products and services in line with buyer needs. Order Management Systems (OMS) and Warehouse Management Systems (WMS) are two essential solutions for efficiently managing a company’s logistics, providing a unique and customer-focused experience, ensuring fast and accurate product delivery, as well as personalized service. With the OMS system, companies and customers can manage and monitor the entire order process in real-time, from entry to delivery to the final destination. For this reason, when integrated, it operates to process orders from various sales channels, such as physical stores, online stores, and mobile applications, consolidating everything on a single platform. The WMS system is responsible for inventory and warehouse management. It provides a series of fundamental and accurate data on the location and status of products in stock, allowing companies to efficiently manage the flow of incoming and outgoing goods. With the WMS system, companies can ensure that products are available for immediate shipment, optimizing delivery times and reducing customer waiting times. Don’t lose your customers due to logistics issues Adopting efficient and customer-focused logistics is crucial to remain competitive in today’s market. Additionally, it could be the most viable way to ensure business sustainability, as research shows that the cost of attracting new customers is five times greater than that of retaining existing customers. Therefore, rely on the right partnerships to enhance your company’s capabilities and develop strategies that meet the growing demands of customers. Contact us and discover the technologies that help you achieve great results and position yourself ahead of the competition. The Customer at the Center: How to Restructure Logistics to Offer a Unique Experience Deagor WMS per ecommerce può aiutarti!