Proactive and the right timing: How to avoid bad customer reviews through fulfillment
To get straight to the point: The solution to prevent negative criticism due to logistics errors is digital. Because where there are lengthy phone calls between the store and the fulfiller, possibly faxes are sent, and the height of digitization is an email with an Excel sheet attached, there are inevitably delays, communication problems, and ultimately bad reviews.
Therefore, the fulfillment provider of your choice should definitely offer – or switch to – a tool that creates full transparency and control over all warehouse and logistics processes, synchronizes data in real time, and automatically provides stakeholders with all relevant information.
Let’s look at three typical use cases for better visualization:
#1 A product is out-of-stock
The standard without a tool:In the store, the item in question is marked as available. A customer buys it and waits anxiously for its delivery – unfortunately in vain. At best, the shipment is delayed, or it may not be delivered at all in the foreseeable future. However, this information does not reach the customer until days after the order has been received.
The result is a frustrated customer who withdraws all trust from the store in question and is desperate to vent his disappointment. A bad rating is as good as certain.
Ideal solution with a tool: If the store and warehouse are automatically synchronized with the software, this mishap is almost impossible. Items that are currently out of stock are removed from the store in real time, or a notice is displayed that indicates longer delivery times or allows interested parties to be informed about availability again.
If a particularly sought-after item is sold out of stock due to extremely high demand – think, for example, of the run on high-tech electronics and the current chip shortage – nothing is lost. All parties involved, from customer support to the customer, are notified immediately and automatically of the problem and can react accordingly, or do not experience a disappointing and fruitless wait.
#2 A shipment is delayed
The standard without a tool: If unforeseen delivery problems occur, perhaps because the goods are stuck in customs clearance or a pandemic and a damaged container freighter are keeping the world on tenterhooks, the most customers have available in the standard case is a tracking ID from the carrier.
The status of this ID usually does not change in the event of problems; for days it simply says “Your package is on its way to you”. The irritated customer has no choice but to contact the supplier or the store’s customer support. However, no further information is available there either. The customer service department can’t do anything more than call after the shipment itself. This not only ties up valuable working time, but also results in frustrated shoppers and poor ratings.
Ideal solution with a tool: The situation is much better if the fulfillment provider itself has a system that maps the status of each shipment, automatically detects delays and informs on them immediately.
Either an e-mail could be sent directly to the buyer, explaining the cause of the delay and giving a new delivery date. Or the customer support team is notified. The latter then immediately contacts the customer in person, proactively informs him or her of the difficulties and possibly offers compensation.
The second approach is somewhat more complex, but leads to an even better customer experience and thus to good ratings. However, both solutions safely prevent negative reviews.
#3 Timing of an evaluation prompt
The standard without a tool: Without intelligent software, evaluation prompts are sent on a fixed schedule, for example, three days after the item is shipped. If this message then reaches the buyer before the purchased item due to unforeseen difficulties, it is a sign of unprofessional service.
Because, let’s not kid ourselves, in such a case the customer will feel quite fooled. He’s still waiting for his order, but he’s supposed to write about what he thought of his shopping experience? He certainly won’t leave any friendly words with five stars. Quite the opposite.
Ideal solution with a tool: It’s a different story if your fulfiller can track the status of each delivery with pinpoint accuracy and is automatically notified when a shipment reaches its final destination.
Because this allows perfect timing for sending the evaluation request. Not too early and possibly even before the goods arrive, nor too late when the customer has long since mentally finished with their shopping experience, but shortly after the delivery has been received. In this way, the buyer is still aware of the process, and at the same time has enough time to take a good look at his new possession. A good rating is as good as certain.
In the worst case scenario: Responding correctly to a bad review