How do you measure the impact of tracking and tracing on your customer satisfaction and loyalty?

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Tracking and tracing are essential functions in international shipping, as they allow you to monitor the status, location, and condition of your shipments throughout the supply chain. But how do you measure the impact of tracking and tracing on your customer satisfaction and loyalty? In this article, we will explore some of the benefits and challenges of tracking and tracing, and how to use data and feedback to improve your customer experience and retention.

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Eman Abouzeid

Global Procurement, Logistics and Supply Chain Operations Expert |??TOP 100 Most Influential Supply Chain Woman in…

1 Benefits of tracking and tracing

Tracking and tracing can provide a multitude of advantages for both you and your customers, including improved visibility and transparency of shipments, enhancing communication and collaboration with partners, enabling proactive problem-solving and risk management, increasing accountability and performance of supply chain partners, as well as offering value-added services and options. This can reduce uncertainty, anxiety, and disputes; improve trust, responsiveness, and efficiency; prevent or mitigate delays, damages, and losses; ensure quality, compliance, and reliability; and increase customer satisfaction and loyalty.

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Eman Abouzeid

Global Procurement, Logistics and Supply Chain Operations Expert |??TOP 100 Most Influential Supply Chain Woman in Africa
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1) Post-Delivery Surveys: Right after delivery, send a survey asking customers about their experience with the tracking system. 2) You can measure specific attributes like clarity, reliability, and ease of access. 3) Net Promoter Score (NPS): Ask how likely customers are to recommend your company based on their experience. 4) Customer Satisfaction Score (CSAT): Include questions on whether the tracking and tracing experience met their expectations. 5) Reduced Inquiries: Track reduction in inquiries regarding order status, which can indicate that customers find the tracking information sufficient. 6) Response Time: Reduced response times indicate less time is spent in addressing tracking concerns, which can contribute to satisfaction.

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Marc Zazeela, De-mystifying Cross Border Ecommerce

When You Want To Know Everything About Cross Border Ecommerce
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According to several industry studies, the first question that international customers ask is, "where is my tracking number?" In addition to helping to create a positive customer experience, it helps to relieve stress on the customer service function by reducing the number, and frequency, of consumer communications.

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2 Challenges of tracking and tracing

However, tracking and tracing also come with some challenges. For example, integrating and standardizing data from different sources and systems can affect accuracy, consistency, and compatibility. Furthermore, protecting and securing data from unauthorized access is important to maintain privacy, confidentiality, and reputation. Additionally, managing and analyzing large volumes of data may require advanced tools, skills, and resources. Finally, it is important to balance the costs and benefits of tracking and tracing, depending on the type, value, and complexity of your shipments, as well as the expectations and preferences of your customers.

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Marc Zazeela, De-mystifying Cross Border Ecommerce

When You Want To Know Everything About Cross Border Ecommerce
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All customers expect some form of tracking. When merchants say they don't need tracking because it adds to their cost, the counter is if they don't have tracking it will end up costing much more in time and customer ill will.

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3 How to measure the impact of tracking and tracing

To measure the impact of tracking and tracing on customer satisfaction and loyalty, you need to collect and analyze data from various sources. This includes tracking and tracing systems, which can provide quantitative data on the status, location, and condition of shipments, as well as customer surveys, reviews, and ratings for qualitative feedback. Additionally, customer behavior, actions, and outcomes can provide indicators of retention, repeat purchase, referral, and advocacy based on their tracking and tracing experience.

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Marc Zazeela, De-mystifying Cross Border Ecommerce

When You Want To Know Everything About Cross Border Ecommerce
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According to industry studies, after cost, package visibility is the most important feature that consumers look for. It may be ok for very low value merchandise, but anything valued greater than $5, should never be shipped via an untracked service.

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4 How to improve your tracking and tracing

By gathering and analyzing data and feedback, you can identify the strengths and weaknesses of your tracking and tracing services and take action to improve them. This could include using standardized protocols, formats, and systems for data quality, integration, and security, as well as encryption, authentication, and authorization mechanisms. Additionally, you can improve data analysis and visualization with dashboards, reports, charts, analytics tools, artificial intelligence, and machine learning. You should also use channels, platforms, and devices that are convenient, accessible, and user-friendly for customers, partners, and carriers to improve data communication and collaboration. Finally, offering customized, personalized, and flexible tracking and tracing options can help you meet or exceed customer needs and expectations.

Tracking and tracing are not only operational functions but also strategic ones that can influence customer satisfaction and loyalty. By measuring the impact of tracking and tracing on customer experience and retention, you can gain a competitive advantage in the global trade market.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Marc Zazeela, De-mystifying Cross Border Ecommerce

When You Want To Know Everything About Cross Border Ecommerce
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I have many examples of shippers who said they didn't want to pay for tracking, until they became overwhelmed by customer inquiries. It's also extremely important to set accurate delivery expectations. If a service normally provides 5 - 10 day delivery times, add a few days at both ends to allow for delays that are an unavoidable part of shipping internationally.

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How do you measure the impact of tracking and tracing on your customer satisfaction and loyalty?

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1 Benefits of tracking and tracing

2 Challenges of tracking and tracing

3 How to measure the impact of tracking and tracing

4 How to improve your tracking and tracing

5 Here’s what else to consider

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