"Loyal customers don't just come back to you, they don't just recommend you, they insist that their friends do business with you. "Chip Bell
This quote is a good illustration of the subject we are going to discuss today. Indeed, if we have long reserved the term "customer experience" for the world of retail, we can now see that it affects all sectors of activity. This philosophy is also easily applied to the transport sector, where digitalisation is predominant and has a strong impact on customer satisfaction.
Indeed, when a customer orders a product on an e-commerce platform and his parcel is late, he will directly blame the platform and not the carrier. However, the delivery problem is not necessarily linked to the platform but rather to the carrier. This is where digitisation in the transport sector comes in. With the right tools and real-time visibility, platform managers will be able to more easily honour their customer promises and delivery deadlines while respecting the business constraints that arise from them. All this with the aim of satisfying the customer and providing a successful experience.
The digital transition: disparities between companies
In the face of the Covid-19 health crisis, digital transformation has become a major issue for VSEs and SMEs. Tools have been used to maintain economic activity during periods of containment. However, for some companies where the managers have a higher average age or who were not born with digital technology, the implementation of digital technology has been more complicated. Indeed, if one is not sufficiently digitally literate, the implementation will be that much longer and more complex.
However, it is clear that the Covid-19 situation has been an accelerator in the implementation of digital. In order to continue to interact with customers, the integration of digital systems such as video conferencing has been rapid. In the logistics sector, companies have also integrated new tools.
When properly implemented, the digital transition allows companies to increase - among other things - their visibility, their customer relations and their sales.
Simplifying processes with digital
According to a survey conducted by Ifop - for the Star's Service group - among 1006 people aged over 18 years, 85% of consumers are ready to change their website to benefit from a delivery better adapted to their needs, and 60% abandon their order if they consider the delivery options unsatisfactory. Indeed, consumers are now hyper-connected and have become accustomed to being informed in real time of the status of their delivery. It is therefore essential for the transport and logistics sector to adapt to consumer needs.
The disruption of the supply chain
The global Coronavirus pandemic has highlighted the importance of logistics. With closed borders, blocked territories, supply problems etc. we have seen how vulnerable our system is. Let us remember the event that took place at the end of March when Ever Given blocked the Suez Canal for a week. More than 400 ships were blocked forming huge traffic jams delaying all planned deliveries. As the Suez Canal handles more than 10% of world trade, this had an impact on the entire global supply chain from the point of departure of goods to the final customers.
Ensuring a resilient and collaborative supply chain to deliver the customer experience
These recent events have proven once again our dependence on external events and the impact on the business. New digital and collaborative tools are therefore becoming fundamental in the logistics sector. In the digital age, consumers are demanding ever shorter delivery times. This is why the digitalisation of the logistics chain and the use of flow management software are becoming essential.
Artificial intelligence for customer satisfaction in the logistics sector
In the face of increasing competition, particularly with the rise of e-commerce, digitalisation in the logistics sector is becoming a central growth lever. Digitalisation of the business allows - among other things - to shorten production and delivery times and thus to better satisfy the needs of customers.
Everysens has developed a transport TMS allowing end-to-end monitoring of all logistics flows. The TMS tool brings together information from all the players in the supply chain on the same platform: a boon for supply chain players, but what about consumers? What do they gain from the use of a TMS by the carriers who handle their products?
There are many advantages and here are some of them:
- End-to-end tracking of the delivery of its product
- Precise answers from the customer service
- Real-time knowledge of delivery status
- On-time delivery of goods
- Quick knowledge in case of unforeseen events
- Secure assets
We have realised that, whatever the sector, customer satisfaction is necessary for a company to be sustainable. It is no longer enough to offer a product or a service with a good quality/price ratio, customer satisfaction becomes the major element to take into account in its strategy.
Moreover, with consumers becoming hyper-connected, it is essential to adapt to customers and meet their needs - by anticipating demand, for example, or by delivering products on time.
In the logistics sector, the TMS is an important tool enabling a company to manage its flows in the best possible way for outstanding customer satisfaction.
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