New Africa – stock.adobe.com
While consumers dislike waiting for shipments and tend to get upset when shipments are delayed, they are however more empathetic and likely to stay loyal to brands that have an established record of positive customer experience (CX), according to a Mitto survey.
“Our research reveals how important it is to establish a good customer experience not just in these tumultuous times where supply chain disruptions lead to shipping delays, but every day of the year,” says Andrea Giacomini, CEO of Mitto. “Brands must prioritize ways to communicate effectively with customers during quiet times to not only gain trust and loyalty, but also proactively set up the relationship for continued success when uncontrollable elements arise. ”
From PR Newswire:
- Over the past year, 80% of respondents said they had experienced at least one delivery delay. A majority (55%) of consumers canceled a delayed shipment due to a poor customer experience. And when asked if bad CX or product delay was worse, more than three-quarters (76%) of respondents indicated bad CX.
- During times when brands are facing a myriad of external factors such as supply chain issues, almost all (93%) of respondents said they were more likely to be patient with delivery delays with a brand they already associate with good customer service.
- Not all brands currently offer a positive CX, as 61% of respondents said that for every shipping delay they experience, the customer experience is poor at least 20% of the time. Less than half (44%) of respondents think brands are trying to provide better customer service to make up for their late shipment. In fact, 14% said CX was worse.
- Most consumers (60%) say they want a brand to contact them personally if their shipment has been delayed by just 1-2 days. Almost all (82%) expect this treatment if the delay is more than two weeks.