When it comes to meeting customer expectations for last-mile delivery, it's not just about speed. Service quality and visibility are equally important, says Jim Waters, former vice president of marketing with Frayt.

Logistics providers have “pretty much trained” consumers to expect deliveries on the same day they ordered them. But their service is incomplete, Waters says, if they fail to ensure the quality of delivery — on time, in full — in the last mile.

Speed is important, he adds, but so is visibility. That’s true for customer and shipper alike; both want to know where a given order is, and when it’s scheduled to arrive, whether at the doorstep or warehouse dock. 

“That’s your brand,” Waters says. “The last mile is the last smile, we like to say.” 

Third-party logistics providers are increasingly relying on technology to manage the last mile and optimize deliveries. They need to be assured, for example, that a driver is available to fulfill the promise of same-day service.

To make the whole process work, data needs to flow smoothly between all parties. Recent studies show that’s not happening consistently, Waters says. “It’s very important that the communications channel is open, not only with the DC, but also with the driver.” The right platform keeps the driver informed without the need for phone or text.

“With new communications and platform technology hitting the market now, we’re seeing that drivers are more apt to be communicating directly with the shipper or carrier,” Waters says.

The gig economy is reshaping the world of last mile is a positive way, Waters says, “but at the same time it has its drawbacks.” Gig workers allow carriers to extend their fleets and utilize a wider variety of equipment, resulting in substantial savings. But it can be tough coordinating all of the deliveries assigned to a given region. And failure to do so brings up the quality issue and possible lost sales.