The report, conducted by Convey and eft Supply Chain & Logistics Business Intelligence, surveyed 200 retail supply chain professionals, examined the importance of customer experience in final-mile delivery, and the its impact on supply chain performance and decision-making.

"We want to invest in a situation where if a customer orders patio furniture from us they're not thinking about the delivery, they're not thinking about the set-up, they're thinking about the party they're going to have that weekend," explained Jim Hourigan, COO at BuildDirect, who participated in the survey. "We want to invest in the types of things to make that experience happen."

The survey data says that:

Retailers understand the importance of the customer experience

• More than 83 percent confirm customer experience is a company-wide goal, with nearly 56 percent reporting customer experience measurement is key to operational decisions.

• In addition, 67 percent say gaining greater control of customer experience is crucial or very important to delivery.

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