The last mile, also known as the final mile, is the stage of the supply chain where good moves to their destination. Increasingly, customers expect to receive last mile tracking information so that they can monitor the progress of their order.
However, a significant challenge of the last mile is the lack of transparency. With so many factors at play, such as traffic, weather, failed delivery, human error and outdated carrier technology, communicating effectively is often a challenge.
But with customers expecting more access to information about their order, many brands are looking for a last mile solution that will help them communicate more effectively in 2022.
How to update your customers during the last mile
Brands can use an Operations Experience Management platform like parcelLab to communicate customer updates proactively throughout the last mile. A communication workflow is designed around each brand’s requirements.
For example, event-triggered, automated updates can be sent to the customer when issues arise, such as a delay. This allows brands to manage customer expectations without any manual work. Each touch point can be created in the brand’s unique style and delivered from within its own ecosystem.
Features of last mile tracking communication
Order status page
Also known as the tracking page or Track and Trace, the order status page acts as an information hub where customers can find information about their order. Order status pages are customized, but most contain a tracking or notification system that shows how the order is progressing.
Order status pages often generate a lot of traffic. That’s because a customer may check the page several times to see how the order is progressing. The order status page is especially helpful for monitoring the progression of split orders, as you can track each product respectively.
SMS
A SMS, also known as a ‘Small Message Service’ or text message, is a user-friendly way of updating customers on their order. The customer receives the notification without having to log in or chase up information.
Sending an SMS allows you to communicate a high-level summary, with a link to find out more information. You could also send an SMS to prompt someone to check the order status page, for example.
Chatbot
The chatbot has become a great resource for simulating two-way conversations with your customers. Providing access to a chatbot means that customers have a self-service option for finding the information they need about a specific query.
This feature decreases ‘Where is my order’ (WISMO) calls and enables brands to be proactive in managing customer concerns, without any manual work from their team.
Map tracking
What easier way to find out where your order is than to see it live in real-time on a map? This is a great, visual way to update your customers, but it does not answer some key customer questions. For example, ‘How long until my order will arrive?’
It may look like a driver is close to your house, but in fact they are stuck in traffic. Or, they have deliveries to make before they get to you. So, while the visual map tracker is a good addition to last mile tracking, it works better in combination with automated order status updates.
Embedded product recommendations
To impress consumers post-checkout, go beyond providing updates on their order. Add targeted content to every touch point. For example, use zero-party data to add related products to each touch point.
Or, let customers know that a product they have engaged with before is now on sale, for example. This will make the experience feel hyper-personalized and improve the repurchasing rate.
Enhance your last mile experience
For a lot of people, the last mile is the most emotional part of the journey. Brands that are able to create a seamless, informative experience after checkout are more likely to win repeat customers. To learn how to improve the last mile experience you deliver your customers, schedule a demo with our team. We’ll demonstrate first-hand how our Operations Experience Management platform can work for you. Check out some outstanding examples of last mile communication from our customers.
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