Today's consumers and businesses anticipate a seamless, transparent and personalized delivery journey, mirroring the convenience found in other on-demand services. Based on this trend, customer experience is increasingly a topic for discussion due to its strategic importance for any parcel and logistics provider in both B2B and B2C supply chains. Here are five key areas that point out why customer experience truly matters today more than ever. 

1 Realistic ETA Windows: A New Standard 

According to Jen O'Shaughnessy, VP of business development at GLS US, accurate and realistic estimated time of arrival (ETA) windows are fundamental for building trust and reducing customer anxiety. For instance, the proliferation of food delivery apps, such as DoorDash, has set a new standard for real-time tracking and proactive updates, creating a "new norm" for delivery expectations. While only very few carriers provide that true advanced, real-time tracking, according to study conducted by Capgemini, 76% of consumers say an accurate estimated delivery time is a top expectation when choosing a shipping provider.

Moreover, for perishable or high-value shipments, precise ETA windows are even more crucial, with customers preferring a delivery window of 30 minutes to two hours, in order to know exactly when to be home rather than waiting all day. This level of precision requires advanced route optimization, especially with perishable goods like wine delivery. 

 2 Customized Messaging: Enhancing Communication and Reducing Friction 

Personalized notifications, delivered via tailored texts or emails, also significantly enhance the delivery experience by keeping customers informed and making interactions more relevant. A significant pain point in customer service is the "where is my order" (WISMO) call, which accounts for 50% of all customer service inquiries according to a 2023 Salesforce State of Service Report. In the current SMS era, enabling customers to not only receive updates but also to respond back is extremely important. Providing customized messaging for customers allows recipient responses to integrate directly into internal systems, enabling proactive problem-solving and ensuring successful first-attempt deliveries. This "white glove approach" makes customers feel informed and valued, assuring them that their package matters. It therefore builds customer loyalty that reflects positively on a carrier’s brand.  

3 Flexible Delivery Options: Empowering Customer Choice 

Offering flexible delivery choices, such as scheduled windows, alternative locations or rerouting, empowers customers and significantly increases convenience. One of the most frustrating experiences for a customer is receiving a door tag for a missed delivery multiple times. By allowing customers to text back, they can not only provide additional information but also suggest alternate delivery addresses. This flexibility is crucial for receiving packages on a customer’s home doorstep or at a business. 

Moreover, the ability to communicate back to the shipper and adjust delivery times according to customer availability, and for the carrier to acknowledge that request, is increasingly vital. O’Shaughnessy notes that 73% of online shoppers say convenience and flexibility are the most important aspects of delivery. So, providing diverse service offerings and allowing customers to choose where and when they want their delivery in real-time is extremely important, from the checkout process onward. 

4 Account Management: Proactive Support and Strategic Partnerships 

In the service industry, disruptions are inevitable, but having dedicated teams to proactively investigate network performance and conduct root cause analyses is essential. This approach allows parcel and logistics providers to shift from reactive problem-solving to proactively identifying and resolving issues before customers are even aware. 

The use of business intelligence (BI) and predictive analytics further strengthens this proactive model. These tools help uncover delivery trends and pinpoint improvement opportunities — such as addressing missed deliveries caused by closed businesses or incorrect addresses. Predictive analytics also enhances route optimization and accuracy of estimated delivery windows. 

Establishing a dedicated customer service model with assigned representatives introduces a “local hero” approach — offering personalized, high-touch support. This is further reinforced by a tenured sales team acting as consultative advisors, focused on providing actionable insights and fostering long-term customer relationships, rather than simply driving sales. 

5 Branded Delivery Experience: Reinforcing Identity and Trust 

A branded delivery experience — using a business's own branding elements, such as its logo, colors and messaging, throughout the delivery process, even when those functions are performed by a third party — goes beyond packaging and presentation. It's a powerful tool for reinforcing brand identity and leaving a lasting positive impression. Aligning with partners who share core values enhances brand recognition and solidifies a company’s identity.  

A focus on mutual corporate environmental, social and sustainability goals not only fosters positive delivery experiences but also strengthens dedication to reputation and service excellence. Both corporate and private customers value these commitments beyond a delivery service alone. For instance a company highlights its commitment to a reduced carbon footprint by lowering emissions through optimized routes and the launch of electric vehicles in states like California. 

Seamless, Branded Delivery with GLS 

Founded in 1999, GLS US has evolved into a key player in North American logistics, focusing on enhancing the customer experience through strategic innovation. As part of GLS Group, GLS US offers seamless parcel delivery between the U.S., Canada and Europe, featuring live tracking, flexible redirection options, and simplified service through a single provider. In a competitive market, GLS US sets itself apart by combining local expertise with global reach. 

According to O’Shaughnessy, GLS US leads the industry in advanced, real-time tracking, which has "completely changed the environment" by significantly reducing customer inquiries about order status. GLS US enhances customer empowerment with features like interactive text messaging for additional shipment details and alternate address updates.

GLS US also prioritizes a branded delivery experience, employing logoed vehicles and uniformed drivers to bolster professionalism and trust. O'Shaughnessy stresses the importance of branded service, emphasizing that it ensures deliveries are recognizable and secure.

Additionally, GLS US employs proactive account management, leveraging business intelligence and AI-driven predictive analytics to preemptively address network issues. Complemented by a dedicated customer service team and experienced sales professionals, GLS US aims to provide consultative support and stay ahead of customer needs. 

Resource Link: https://www.gls-us.com/