Why CX Matters Most in the Last Mile

Sales from online purchases skyrocketed during the global pandemic due to lockdowns and social distancing. Since customers couldn’t buy items in brick-and-mortar stores, they made their purchases online. The stress of not being able to get what they wanted when they wanted it led to higher customer demands and a need for prompt deliveries and stellar CX.

And after three long years since the COVID-19 pandemic began, customers’ desires for swift shipments and deliveries are only increasing. About 41% of global consumers hope to receive their packages within 24 hours.

With 76% of Americans stating that a poor customer experience is worse than shipment delays, eCommerce businesses must dish out stellar CX during the last mile of a shopper’s journey.

Last-mile CX is crucial 

Brand loyalty has shattered. With nearly two-thirds of consumers intending to switch from the businesses they buy from, CX is pivotal for customer retention. A memorable customer experience is especially critical during the last mile, as the last interactions a shopper has with a brand are the ones that will most likely stick with them.

But while CX during the sales process is often simple and seamless, last-mile service experiences often need to improve. Many customers enjoy personalized attention and support while browsing and ordering items. But once they check out, shoppers can face late deliveries, product damages caused by shipping, and no visibility into order statuses once items are shipped. Worse yet, countless brands will go MIA when frustrated consumers need their support the most.

To boost brand loyalty and retention rates, brands must prioritize CX during the last mile of the customer journey. 

Three strategies for improving last-mile CX 

Use these three strategies to improve the last-mile customer experience significantly. 

1. Personalized and prompt communication 

Today’s consumers want personalized communications from their favorite brands. And about 66% of customers expect businesses to understand their unique wants and needs.

Unfortunately, many eCommerce brands fail to deliver personalized experiences during the last mile. Businesses also have trouble meeting shoppers’ expectations of fast replies to their inquiries. With 82% of customers expecting a response within 10 minutes, brands must deliver prompt communications 24/7.

But how?

Businesses can create a 360-degree profile of individual customers using data from their customer relationship management system (CRM). A 360-degree customer profile includes a history of interactions across all channels, demographics, shopping history, and more.

Based on this data, brands can segment customers to build personalized campaigns that appeal to specific audiences. For instance, create a last-mile segmentation. Send these customers relevant messages and information, including SMS texts with a link to a Q&A page that includes information about shipment times and returns.

Brands can also leverage SMS to send prompt responses 24/7. Set up auto-replies to communicate with customers after regular business hours or quickly resolve simple concerns. You can also send SMS delivery updates, including a link to a tracking tool allowing customers to view their shipment status in real-time. About two-thirds of consumers believe receiving messages with order tracking information is “very important.” 

2. Omnichannel communications CX approach 

Shoppers expect cohesive CX across all platforms. This is especially important during the last leg of their journey, which can be full of friction.

A complete omnichannel communications strategy allows businesses to deliver seamless interactions across all channels, including SMS and chat apps. Shoppers will enjoy the same experiences in the last mile as they did during the first stages of their journey. This reduces interruptions and confusion, ensuring exceptional CX.

Compared to businesses with little or no omnichannel strategy, brands with mature omnichannel strategies were four times more likely to report loyal customers and three times more likely to report the customer experience they delivered deserves an “A.”

3. Proactive support 

One of the most pivotal components of a good last-mile CX is deliveries that arrive on time. However, shipments can arrive late or damaged. This leads to unhappy customers and higher churn rates.

Brands can alleviate consumers’ frustration by getting ahead of the problem. Proactive communications around delivery delays can actually improve the customer experience. According to 91% of customers, good CX makes waiting for shipments bearable. And 93% of consumers are more likely to be patient with shipment delays if they associate a brand with stellar customer service.

Businesses can use SMS to support shoppers during delivery delays better. They can send SMS updates about deliveries and quickly address any concerns or questions customers might have. 

Close the last-mile CX gap with Mitto 

Personalized messages, swift responses, and proactive support will close the last-mile CX gap. Mitto’s powerful omnichannel communications tools allow brands to deliver memorable customer experiences during the last mile.

With Mitto Campaigns, you can effortlessly build, manage, and deploy SMS campaigns. Create personalized messages, launch your campaign now or schedule it for later, segment lists, and track results.

Use Mitto Conversations to delight last-mile shoppers with unified experiences across their favorite channels, including Facebook, Instagram, Viber, and WhatsApp. Automate support with auto-replies, customize messages with links and videos, and organize chats to know whom you’re talking to and why.

Want to nail last-mile CX? Contact Mitto today.