missed out in the package .
The last mile can be time consuming thus creating a lot of cost hikes in the delivery process . Being efficient and effective requires a lot of ingenuity and precision planning . What is the best but most cost-efficient route to use ? In the same breath should we deliver to our high value customer first before we satisfy our not so loyal client ? How do we cut a balance and ensure we receive our revenues while balancing out customer satisfaction ?
Listening to the customer creates winning strategies . Most big brands do not listen to the customer as the there is a big disconnect between the decisions makers and the customer . Senior Executives who rubber stamp decisions tend to view reports and go to the market very rarely before making a decision . I have always seen many CEOs go to the market once in a quarter yet they make last mile decisions based on the findings of a day disregarding a lot of historical data .
Research forms a key foundation of enhancing the last mile as a differentiator . Most organizations do not invest to understand the customer needs , instead making assumptions of what works well in the customer journey .
Most organizations do not capture the last mile data . Organizations must employ tools that capture the best information from the customer and create strategies based on the refined and well analyzed data . What are the customer trends in receiving their goods and services ? Where are we dropping the ball ? How fast can we recover service once we miss the goal ?
Lack of well thought out and documented processes is also a barrier in the last mile win . It ’ s imperative that a business thinks about the business processes which are aligned to customer needs so that they achieve the expectations of the customers .
Not benchmarking with other players in the same space can also create a bad experience since the competition could be doing a better job in terms of turn-around times . It ’ s good to know the industry standards and to out-do other players to show you care and understand the customer needs .
It ’ s also critical to train the teams to ensure that they are aware about products and how to deliver at the last mile . How many times have you seen a technician delivering goods or items which they cannot fix ? Set up standards of customer satisfaction and incorporate them in the business appraisal
systems so that there is a conscious effort to drive the right levels of experience .
Engaging strategic partners who understand the business model has been a major weakness in delivering the last mile . Most organizations confuse optimization with acquiring the cheaper partners , consequently delivering very poor service to their clients in the name of last mile efficiencies . How many times have you felt that your food is not safe because the bike rider who delivers it has no etiquette or has hygiene issues despite ordering food from a big brand ?
Another aspect is communication and the process of service recovery . How do you communicate with the client when you have dropped the ball ? How do you capture this information for progressive service recovery ? Do you even have a service recovery model as a business ?
In conclusion , it ’ s good to start with the end in mind . Driving the last mile must be incorporated in the organizations ’ goals . What is the business driving at and what does a good last mile look like ? What are the deliverables ? What is the process of delivering goods efficiently with customer satisfaction in mind ? Are we racing or do we have clients who can wait a little longer ?
While this may not be all inclusive , it ’ s fundamental for businesses to engage a last mile strategy to differentiate themselves in creating a great customer experience . Business should collect information on the customers ’ needs and wants , separate this and drive towards greater experiences each time .
A brand that understands the terrain of the last mile must have the humility to listen to the customer . They must have agile structures that do not hamper fast delivery due to red tape and unnecessary bureaucracies driven by big officers who carry their offices home . In 2023 , statements like we cannot deliver your goods because the Finance person is out of office should be long gone .
The last mile is the last point in the delivery process and it elicits how a customer feels about your brand . A good experience thus touches the emotions of the customer and this is truly a differentiator which will lead to higher spend , loyalty and a great net promoter score .
Pauline Warui is the Founder of East Africa Customer Care Centre . You can commune with her on this or related matters via email at : PWarui69 @ gmail . com .