Interviews, insight & analysis on digital media & marketing

Post-purchase delivery communication proves critical for avoiding negative reviews

Two-thirds of customers will leave a negative review when their delivery is delayed or they receive an unsatisfactory response to a “where is my order” (WISMO) query, highlighting the critical role of real-time post-purchase delivery information and customer communication in avoiding potentially damaging negative online reviews.

Original research of 1,000 UK consumers in the Last Mile Delivery: What consumers want in 2023 and how retailers can take control report, conducted in partnership by Scurri, the next-generation delivery management platform, and IMRG, the UK’s Ecommerce Association, shows poor customer service prompts over half (53%) of consumers to leave a negative review.  Nearly a fifth of respondents rated insufficient or little-to-no post-purchase communication as the most common reason they would leave negative reviews about their shopping experiences with a brand or retailer.

With 40% of shoppers indicating they leave negative reviews to prompt a retailer reaction and get their query addressed faster, retailers need to pre-empt delivery queries by building in regular and timely communication within the delivery experience to update shoppers on the status of their order.  By owning and controlling the post-purchase delivery experience, the report suggests, retailers can enhance CX (customer experience) and avoid potentially revenue and loyalty damaging shopper feedback. 

As well as demanding fast delivery for receiving their online orders from retailers, customers now have similarly high expectations from retailers when it comes to resolving any delivery or WISMO issues; half (47%) of customers expect a resolution within 1-2 working days, with a further 32% expecting completion within 2-5 working days.

“The court of public opinion, sitting in the form of customer reviews and social media feedback, represents a double-edged sword for retailers and brands – offering the opportunity to get closer to customers through excellent customer service, but also creating the potential pitfalls where negative reviews risk eroding consumer confidence,” commented Andy Mulcahy, Strategy and Insights Director at IMRG.

“Our research clearly shows that to win, retailers need visibility across the entire delivery experience and to be able to transparently and easily extract the data and insights needed to take action and stay one step ahead of a shoppers’ order and the delivery of it. Having control of this information empowers retailers to proactively deliver a best-in-class delivery experience, but more importantly, pre-empt and react to any issue in a timely manner to ensure customer confidence is upheld, from first click to last mile,” commented Rory O’Connor, founder and CEO, Scurri.

“A delivery management platform combined with post-purchase experience software gives retailers back control of the last mile experience.  From ensuring the most suitable delivery option is presented, proactively identifying potential issues for quicker resolution, to improving the full customer experience with branded post-purchase tracking updates and personalised offers at high engagement points.  Leveraging innovative technology can improve the customer experience, boost loyalty, and deliver all-important revenue growth,” O’Connor continued.