Why Superior Customer Support Is Intrinsic to Lasting Brand Success

In 2022, shopping begins and ends online. With e-commerce sales expected to hit an all-time high of $6.169 trillion by 2023it’s more important than ever to ensure that the online shopping experience is seamless from start to finish.

Unfortunately, shipping and delivery don’t always go smoothly. From supply chain issues to weather disruptions, many factors can cause packages to arrive well past expected due dates. This can cause customer frustration and even mistrust of the brand.

So how can brands sustain their success even in the face of late delivery? The answer is to establish a legacy of superior customer service long before problems arise.

The secret to lasting success is an excellent reputation

Mitto recently polled the sentiments of 1,000 Americans regarding shipping delays and the importance of customer experience before and during the process. We found that 93% of respondents would be more patient with shipping delays if a brand was already associated with great customer service. More surprisingly, 45% of respondents would wait two weeks for their delivery if they had exceptional customer service during the heist.

Our survey revealed that the experience of receiving a product is as important as the product itself. Although a company is not responsible for delays caused by extreme weather conditions or congested ports, it is responsible for being transparent and understanding with the customer.

Early, open and ongoing communication is essential before and during delivery delays. More than half of our survey respondents said that if their customer experience was good, they would continue to do business with a brand despite a delay in delivery. However, if the experience was bad, 38% would jump ship. Additionally, 76% of respondents believe that a poor customer experience is worse than a late delivery.

In order to retain consumers during a delivery delay, brands need to focus on superior customer service and crystal-clear communication. More importantly, brands need to establish an incredible reputation long before problems arise.

Communication is key to customer satisfaction

No one wants to be left in the dark. This is especially true for customers expecting to receive a package they have already paid for.

According to our survey, 60% of respondents said they would feel better if a brand contacted them personally during a late delivery.

Brands that have built a strong reputation for providing unparalleled buyer support are more likely to retain customers during shipping delays. However, there is no room for second chances. One in four consumers would never buy from a brand again if they experienced two delivery delays in a year.

When communicating with a customer about a shipping delay, brands should take a humane approach. They must acknowledge what the client is feeling and be prepared to show them a plan of what they will do to resolve the issue. Brands should never shift blame elsewhere or refuse to offer solutions.

However, many brands do not take this into account. Nearly 20% of our survey respondents indicated that for every shipping delay they encountered, the customer experience was poor 61-100% of the time.

Most of our respondents expected personalized and timely communication from brands during a shipping delay. In order to meet these expectations, brands must implement an omnichannel approach in their communication efforts.

How Omnichannel Can Support Superior Customer Experiences

Omnichannel communications allow brands to meet their customers where they are – SMS, WhatsApp, Facebook Messenger, Instagram and more. An omnichannel communication strategy not only provides quality customer service to buyers, but it can also help your brand build a strong reputation.

Strong brand-to-consumer relationships are the best insurance policy for the next time a package isn’t delivered on time. Omnichannel communication strategies can solidify these relationships. It can also build consumer trust and loyalty.

It does this by delivering personalized and timely messages to customers on their preferred messaging platforms. Omnichannel puts the consumer in the driver’s seat, which builds trust and convenience. They no longer have to hunt down brands to find out where their package is. Brands come to them through their preferred messaging channels.

Personalized messages humanize your brand and convey empathy. Addressing a frustrated customer by name and showing compassion will show that you have an affinity for them. This builds trust and strengthens the relationship.

Final Thoughts

As our survey results showed, consistent communication and a legacy of excellent customer service will help brands overcome the frustration of shipping delays and build customer loyalty. Omnichannel strategies will support both of these efforts by quickly delivering personalized messages to the consumer’s channel of choice.

Brands with mature omnichannel strategies will experience lasting success and thrive despite storms, supply chain issues, and shipping delays.

Joseph P. Harris