While consumers don’t like to wait for shipments and tend to become upset when shipments are delayed, they are however more empathetic and likely to remain loyal to brands that have an established record of positive customer experience (CX), according to a Mitto survey.
“Our research reveals how important establishing good customer experience is not just during these tumultuous times when supply chain disruptions are causing shipping delays, but every day of the year,” says Andrea Giacomini, CEO at Mitto. “Brands must prioritize ways to communicate effectively with customers during the smooth times to not only gain trust and loyalty, but to proactively set the relationship up for ongoing success when uncontrollable elements arise.”
From PR Newswire:
- In the past year, 80% of respondents said they experienced at least one delivery delay. A majority (55%) of consumers have canceled a delayed shipment because of a bad customer experience. And when asked whether bad CX or a product delay is worse, over three-quarters (76%) of respondents indicated bad CX.
- During times when brands are facing myriad external factors like supply chain issues, almost all (93%) of respondents said they are more likely to have patience around delivery delays with a brand they already associate with good customer service.
- Not all brands are currently delivering a positive CX, as 61% of respondents said that for each shipping delay they experience, the customer experience is poor at least 20% of the time. Less than half (44%) of respondents believe brands try to provide better customer service to compensate for their shipment being delayed. In fact, 14% said the CX is worse.
- Most consumers (60%) say they want a brand to reach out to them personally if their shipment has been delayed for just 1-2 days. Almost all (82%) expect this treatment if the delay is over two weeks.