Delayed delivery likely to mean negative review - report

By

Nigel TAYLOR

Published
Mar 14, 2023

How important is getting customer delivery information spot on? Very, according to a ‘Last Mile Delivery’ survey. Some 64% of customers will leave a negative review when their delivery is delayed or they receive an unsatisfactory response to a ‘where is my order’? (WISMO) query, according to UK e-commerce association IMRG.

That high percentage highlights the critical role of real-time post-purchase delivery information and customer communication in avoiding potentially damaging negative online reviews, it said. 

Research among 1,000 UK consumers by delivery management platform Scurri and IMRG shows poor customer service prompts 53% of consumers to leave a negative review.  Meanwhile, 18% of respondents rated insufficient or little-to-no post-purchase communication as the most common reason they would leave negative reviews about their shopping experiences with a brand or retailer.

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“With 40% of shoppers indicating they leave negative reviews to prompt a retailer reaction and get their query addressed faster, retailers need to pre-empt delivery queries by building in regular and timely communication within the delivery experience to update shoppers on the status of their order”, the survey said.

By owning and controlling the post-purchase delivery experience, the report suggests retailers can enhance customer experience and avoid potentially revenue and loyalty damaging shopper feedback.  

As well as demanding fast delivery for their online orders from retailers, customers now have similarly high expectations from retailers when it comes to resolving any delivery or WISMO issues, it said. Some 47% of customers expect a resolution within 1-2 working days, with a further 32% expecting completion within 2-5 working days.

Andy Mulcahy, Strategy and Insights Director at IMRG, said: “The court of public opinion, sitting in the form of customer reviews and social media feedback, represents a double-edged sword for retailers and brands – offering the opportunity to get closer to customers through excellent customer service, but also creating the potential pitfalls where negative reviews risk eroding consumer confidence.

“Our research clearly shows that to win, retailers need visibility across the entire delivery experience and to be able to transparently and easily extract the data and insights needed to take action and stay one step ahead of a shopper’s order and the delivery of it.”