Cargo companies have given a bad test during the Covid-19 pandemic. Although the reason for this is shown as the abnormal increase in the number of cargo shipments, we see that there are many reasons in the background.
Where are cargo companies going wrong? Why can’t they manage customer experience?
Complaint management instead of customer experience
Domestic cargo companies still prefer to manage complaints instead of managing customer experience. Instead of measuring the customer experience at all touchpoints, they have adopted an approach that does not allow the voices of customers who complain to be heard much. If you share your complaint publicly on social media, cargo companies that reach you prefer to be unreachable via email, call centre and other communication channels.
Miscommunication
The ubiquitous call centre numbers starting with 444 did not provide service during the pandemic. Call centres preferred to direct their customers to websites and branches due to the intensity. Choosing not to respond to customers in a crisis means failing to manage the crisis. Call centre capacities could have been increased, personalised instant sms notifications could have been made to customers waiting for cargo. Instead, miscommunication was chosen. The reaction of customers who could not find an interlocutor increased exponentially with the effect of the pandemic. Cargo companies were targeted on social media and complaint platforms.
Inadequate information and communication infrastructure
Although cargo delivery may seem like a physical process, an advanced information and communication infrastructure is needed for fast, undamaged and accurate delivery to the right address.
If you cannot find your cargo at the branch despite the call center’s guidance that your cargo is at the branch and you can go and pick it up, if your cargo is delivered days later despite the sms message that your cargo is on distribution and will be delivered during the day, it is obvious that there is a problem in the infrastructure. The systems established by spending millions of dollars cannot accurately tell the customer the delivery day and where the cargo is.
While works are being carried out to make the fastest delivery by drone in the world, cargoes whose sender and recipient are in the same city in our country circulate between transfer centres for days.
On top of all this, the address and postal code system in our country is not established as in the US and the EU, and the street and avenue names are constantly changing, making the work of cargo companies even more difficult.
Employee experience
What kind of experience do cargo companies offer to their employees? What do cargo employees at risk in the pandemic think? Do they think their companies value them enough? What kind of support did cargo companies offer to their employees during the pandemic? Far from managing the customer experience, cargo companies preferred to skip the employee experience. Cargo companies considering renewal should start with employee experience. The perfect customer experience goal of a business that offers a bad employee experience is nothing more than a dream.
All experiences should be measured
In the age of experience, the experience is more important than the product or service itself. How a good or bad experience makes us feel sometimes stays in our memory for years. Research shows that consumers are 6 times more likely to share their bad experiences with others. In light of all this data, businesses need to focus on the experience they offer. Measuring customer happiness in an omni-channel structure at all touch points, measuring NPS to find out whether your business is recommended or not. Today’s technologies allow you to easily manage all these processes. Remember, you cannot manage the experience you do not measure!
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