Brands Can Make Up for Shipping Delays through Positive CX

Customers are generally short on patience when it comes to shipping delays, according to the results of a new survey. Yet they are more likely to show patience and loyalty about delays when it comes to brands they like and have engaged in positive customer experiences (CX) with.

The new survey from Mitto, a provider of omnichannel communications solutions, queried 1,000 Americans about their tolerance for shipping delays in the context of the overall customer experience. The results showed that an overwhelming 80 percent of respondents had experienced at least one delivery delay. Fifty-five percent of those queried had canceled a delayed shipment based on a bad customer interaction, while 76 percent said they believed bad CX was worse than a delayed product shipment.

Along those same lines, 91 percent of respondents felt that a good CX was valuable and could make up for shipping delays. Close to 93 percent of those queried were more likely to be patient about delivery delays if they were working with a brand they have a good track record of customer service and interactions with.

Unfortunately, many brands fall short when it comes to delivering a positive CX. Of those queried, 61 percent reported a 20-percent rate of poor customer service for each shipping delay they experienced. Only 44 percent of those surveyed believe brands attempt to provide a better CX to make up for shipping delays, while 14 percent said CX was even worse despite delays.

"Our research reveals how important establishing good customer experience is not just during these tumultuous times when supply chain disruptions are causing shipping delays, but every day of the year," said Andrea Giacomini, CEO at Mitto. "Brands must prioritize ways to communicate effectively with customers during the smooth times to not only gain trust and loyalty, but to proactively set the relationship up for ongoing success when uncontrollable elements arise."

When it comes to communication and providing a more positive CX, 60 percent of those queried expect brands to personally reach out to them if a shipment is delayed by one or two days. And 82 percent expect this level of service if the delay lasts for more than two weeks.

Customers revealed they would like brands to send follow up texts with regular updates about their shipments and expect companies to contact them in a timely manner. And more than half of those surveyed said they would like to receive personalized messages from a bot about their delayed orders.

Edited by Maurice Nagle