Bettermile, a SaaS provider for last mile logistics, has released the first report of its European Last Mile Delivery Experience study, which found that 64% of consignees expect real-time tracking (RTT) to be available with every parcel they receive.
The study, conducted with the Berlin-based research institute Customer Code, focuses on the user experience of real-time package tracking services and aims to paint a coherent picture of the status quo of real-time tracking (RTT) of major German carriers, like DHL, GLS, DPD, Amazon and Hermes, as well as some selected relevant startups. The study, which involved a real-life test of more than 100 parcels and a Germany-wide online survey with 1,310 participants, also revealed that 94% of consignees use real-time tracking at least sometimes and 63% almost always.
However, the availability between carriers ranges from approximately 45% to 95%, with RTT services still proven to be somewhat unreliable in performance, consistency, refresh rates and other reliability factors. The study provided logistics and retail insights on how RTT improves the customer experience and builds stronger relationships between consignees and service providers. With an in-depth look of the current state of the market and the positioning of the most relevant European players, this study highlighted how real-time tracking has become a major turntable of last-mile delivery orchestration and user experience.
While German customers increasingly expect real-time package tracking as a standard service, this study reveals that not all parcels include the service and performance in terms of consistency, and refresh rates vary among carriers. It also highlights the significant role RTT plays in customer engagement and excitement, with a majority of consignees regularly using live tracking and experiencing heightened anticipation during the tracking phase. The study emphasizes the emotional dimension of RTT, as it contributes to the satisfaction and positive perception of customers. Furthermore, it identifies success factors such as enabling real plannability, small delivery time windows, dynamic adjustments and regular updates, while cautioning against frustration factors like significant time delays and unreliable information. The study provides insights for the industry to enhance the availability, reliability and user engagement of RTT services in the last-mile delivery process, and shows its potential as a boost for the delivery customer experience.
“Today’s consumers demand a flawless amalgamation of real-time monitoring mechanisms as a top priority for businesses,” said Simon Seeger, managing director of Bettermile. “Studies indicate that not only do endorphins like dopamine surge upon positive occurrences but also during the exhilarating anticipation of those moments. This presents a golden chance for courier services to assume a prominent role in the preeminent stages preceding a successful delivery.”
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