Global Logistics and Supply Chain Strategies - June 2008 - (Page 47) OPINION service reps or sales associates could easily tell a customer who’s expecting a delivery later that day exactly how far away the delivery truck is from his residence and whether or not it’s on schedule—all in a matter of seconds. The net result is a more secure customer and a lower overall customer service expense. Offer Sound Counsel Arranging deliveries is standard operating practice for most companies. By contrast, customers are novices at receiving them— which is why some deliveries wind up being more chaotic or disorganized than they need to be. Consider bridging this knowledge gap with thorough written messaging that helps customers anticipate and remove any hurdles in advance. This messaging—which could be handed out at the point of sale or sent via email later on -- might include reminders to measure items like doorways and the area where an item will be placed in order to be sure it will actually fit, because mismatches can be common. It could feature a checklist that prompts urban customers to reserve time on their freight elevators if they live in a large building. Or it might simply give customers a heads-up that they’ll want to remove all toys and other obstacles that are in the delivery path before the truck arrives. Your customers will appreciate the advice, and your driver teams (who usually have to deal with the on-site surprises) will appreciate the assistance. Vary And Increase Communications The dotcom boom may have come and gone. But it left behind a generation of consumers who like to use a wide variety of channels to purchase and communicate. Having the ability to use any of these channels to reach your customers between order and delivery is a fluency that really pays off. For example, when you’re making callaheads the night before, consider sending the same notice via e-mail. Or send an automated text message in addition to calling when your truck is close to a customer’s home. While these extra communication measures may seem like added costs, they often result in a huge savings, because they reduce the chance that you’ll have to redeliver when a customer didn’t get your scheduling messages. Look The Part Whether the drivers you use are on your company payroll or a 3PL’s, your customers should have no doubt that it’s safe to open the door when the delivery truck pulls up to their home. Well-marked vehicles and uniformed drivers with properly branded identification can help your cause immeasurably—as can a driver team that clearly demonstrates a detailed understanding of the product it’s delivering. Customers also should feel confident that your delivery professionals are adequately prepared to handle their particular delivery. They’re inclined to get critical if they see a single driver try to move a side-by-side refrigera(be it a mattress, stove or television) the consumer is replacing. All in all, the more seamless you can make the delivery experience, the more likely you are to see a customer again the next time he or she purchases a large or complicated item. Head Contingency Off At The Pass Finally, a word about Murphy’s Law. Even the best companies occasionally have products with flaws—and sometimes these aren’t evident until items reach the distribution center. Savvy companies have the capability to catch and correct many of these flaws before the customer even sees them – repairing Do these services and concessions cost extra? Most certainly. But they are nominal when you consider what it costs to get a customer in the first place—and how much you gain if their last impression of your company is positive. tor without the benefit of any special equipment, even if that driver looks like he routinely bench-presses 400 pounds. They take a dim view of drivers who are tossing their custom-upholstered sofa like it’s a football instead of a high-value piece of furniture. And they’re going to be less than amused if your driver asks them to help. Staff and equip your trucks with that in mind. Make Life Easy Taking receipt of a product should be cause for excitement, not stress. And yet many customers simply don’t have the time, tools or know-how to get their new purchases up-and-running. Offering services such as unpacking, installation, assembly, and product instruction can significantly improve the odds that your customers won’t return an item because it’s too complicated or more trouble than it’s worth. It’s also helpful to clean up and haul away packing materials and the old product small scratches or reupholstering right in the warehouse for example, or calling headquarters and having them send an undamaged version of the SKU via expedited shipping to ensure the customer gets his or her pictureperfect product as scheduled. They also empower their driver teams to offer pre-established damage allowances on those occasions when a slightly damaged but still-usable product is delivered. Do these services and concessions cost extra? Most certainly. But these costs are nominal when you consider how much it costs to get a customer in the first place—and how much you stand to gain if their last impression of your company is a positive one. To access this article online, visit The Digital Edition at www.SupplyChainBrain.com. Resource Link 3PD Inc., www.3pd.com www.SupplyChainBrain.com GLOBAL LOGISTICS & SUPPLY CHAIN STRATEGIES 47 http://www.SupplyChainBrain.com http://www.3pd.com http://www.SupplyChainBrain.com
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