In the high-stakes world of parcel delivery, the final mile is where reputations are made – or lost. In fact, some 85% of online shoppers say they would avoid repurchasing from a retailer after just one bad delivery experience. 

With customer expectations rising in every dimension of delivery – from the desire for more sustainable packaging options through to better flexibility on timeslots – businesses are under increasing pressure to ensure that every experience delights., explains Marcus Hunter, Chief Technology Officer at Evri.

But how can firms actually deliver on customer experience, consistently and at scale? 

Rethinking the role of couriers

With so much of the ordering process happening digitally, item delivery has now become a key customer touchpoint. It’s when customers first get ‘hands-on’ with the product – and often, the first and only human interaction in the entire transaction. 

It’s crucial, then, for delivery companies to recognise that the couriers’ job isn’t just to get a parcel from point A to point B – they’re the face of the brand. 

In order to give customers the best possible experience, delivery drivers need to be equipped with the tools to do their job effectively. After all, couriers that are confident, supported and enjoy their job will show this through higher-quality customer interactions and a longer career at the company. 

Addressing courier challenges

That’s all easier said than done, however. Plenty of issues can arise day-to-day that are completely outside of the courier’s – and the company’s – control. For instance, a delay caused by a road traffic accident or unexpected road works isn’t something firms can address, therefore they are – largely – unable to take action. But, these sorts of problems might have a knock-on impact on the overall delivery experience. Not only will they frustrate customers, there’s also the risk that they will isolate drivers, and ultimately cost the business. 

In fact, one survey found that poor road surfaces, congestion, and unsafe driving by other road users were the top three frustrations commercial drivers experienced when behind the wheel. 

Another hurdle is onboarding. New couriers often need extra support as they get to grips with unfamiliar routes, protocols, and technology. Providing that support can be tough – especially during peak periods when hiring ramps up. But a poor onboarding experience puts both satisfaction and retention at risk – with research finding more than a third of driver turnover happens within the first three months. 

And while the majority of commercial drivers (83%) – including HGV and van drivers – enjoy their current role, almost half (41%) said they were likely to leave their current job within the next year. 

It’s clear that logistics companies face huge challenges in creating environments where couriers feel confident, supported and motivated. To navigate these, businesses need to look beyond pure logistics, focusing instead on technology, training and experience. 

Tech upgrades driving real impact 

At Evri, we recognised the opportunity to improve the courier experience by transforming the technology our staff rely on daily. Partnering with custom software developer NashTech allowed us to reimagine our courier-facing applications and tailor the solution precisely to the needs of the business and our customers. 

Technology is a powerful enablement tool, and one of the few elements within a company’s full control. Yet many couriers continue to wrestle with sub-par systems. Whether it’s poor route selection, key information being difficult to access or tools simply being too clunky to use efficiently, outdated tools slow couriers down and increase frustration. 

Building in smarter technologies like route optimisation can help to transform that experience. These tools allow couriers to respond dynamically to road issues and adjust their journey in real-time, keeping deliveries on track and customers happy. 

Improved internal communication, such as instant messaging, ensures drivers receive timely updates – whether it’s changes to a delivery address or a new procedure. Clear communication helps to reduce uncertainty and gives drivers a vital support channel – essential for those still settling into the role. 

Firms can also build key compliance information directly into their delivery apps. Having this information at the couriers’ fingertips helps to keep best practices front of mind, allowing them to make better decisions on the road to reduce risk and improve performance. 

Couriers are the beating heart of any delivery firm, and giving them the tools and training they need to thrive is vital. By investing in courier-facing applications and support systems, logistics companies can benefit from improved compliance and staff engagement – ultimately driving happy couriers and in turn, happy customers.