- A quarter of German and UK consumers are not satisfied with the post-purchase experience of their deliveries
- Germany ranks second-best in the overall post-purchase experience of e-commerce customers in Europe (after Austria) whereas UK ranks near the bottom of the countries surveyed
- Key reasons for displeasure: incorrectly communicated delivery times, undelivered packages and poor customer service from logistics service providers
BERLIN/SINGAPORE, JULY 21, 2020 – Parcel Perform, the leading carrier-independent parcel tracking SaaS platform and zenloop, an integrated experience management platform, today publish their E-Commerce Delivery Report in Europe and the United Kingdom.
Their survey shows that European consumers are generally satisfied with the delivery of parcels, but there is still room for improvement for online retailers and logistics providers. For example, 24 percent of European consumers said they rated their delivery on a 5-star scale with only one to three stars; showing poor to average post-purchase experience. Consumers gave the most negative feedback in a European country (most 1-3 star ratings in Italy and Spain (31 percent). The lowest rate of dissatisfaction was found in France and the Benelux countries (20 percent), closely followed by Austria (21 percent). Germany and the United Kingdom ranked in the middle on the dissatisfaction scale with 25 percent and 24 percent respectively in Europe. These findings show a quarter of all recipients would like to see better post-purchase experience in Germany and the UK.
Analyzing the overall post-purchase experience – i.e. the period between a completed purchase and the actual delivery of a parcel: Germany’s average net promoter score (NPS®) of 62 was above the European average of 56. German online retailers and logistics service providers offer the second-best overall customer experience in Europe after the purchase of a product. Consumers in Austria saw the best post-purchase experience, which took the top position with an average net promoter score of 74 by a clear margin. The bottom of the European countries were the United Kingdom and Denmark with 49 NPS each, closely followed by Switzerland (50).
Contrary to expectations, the survey also shows only a weak correlation between customer satisfaction and the actual delivery time of a parcel. Although Austria had the longest average delivery time for deliveries (3.7 days) compared to Germany, Switzerland and the United Kingdom, customer satisfaction after delivery was highest in Austria. In Germany, where the average delivery time was shorter at 2.6 days, customer satisfaction after parcel delivery was four percentage points lower in comparison. The primary reasons for a poor customer experience across all countries surveyed were incorrectly communicated delivery times (43.5 percent) and undelivered or lost parcels (23.7 percent). Other reasons for consumer dissatisfaction included poor customer service by logistics service providers (22.4 percent) and inadequate communication about delivery modalities after the purchase of goods (8.7 percent).
Based on these results, the following conclusions can be drawn for online retailers and logistics service providers: Requesting customer feedback at specific touch points after the completion of a purchase is a suitable way to test the post-purchase experience performance. With customer experience metrics such as the Net Promoter System or the 5-star scale, it is possible to identify both quantitative and qualitative points in the customer journey where improvements are needed – an important measure for the long-term success of online retailers.
Specifically, online retailers and logistics companies should be careful to send accurate delivery information and proactively inform consumers about changes in delivery times. Delivery status notifications also serve as an important customer retention tool. Consumers especially appreciate it when the retailer themselves is communicating the updates. Finally, online retailers should pay particular attention to the quality of customer service offered by their logistics carriers and ensure the transparency in the post-purchase experience.
Parcel Perform analyzed 2242,930 parcel shipments between September 2018 and September 2019. After using the independent tracking service Parcel Monitor, parcel recipients were asked to rate a logistics carrier and their delivery performance on a 5-star scale. Recipients could also left a comment to justify their rating. Overall, parcel deliveries in Germany, Austria, Switzerland, Italy, Spain, France, the Netherlands, Belgium, Luxembourg, Denmark, Sweden and the United Kingdom were included in the analysis.
Between September 2018 and September 2019, zenloop analyzed 1,933,553 customer feedback after delivery of a delivery and 283,559 customer feedbacks after interaction with customer service. The Net Promoter System® (NPS) was used to quantify the customer feedback, allowing customers to test whether they would recommend the previous interaction with the company. The rating was based on a scale of 0 (very unlikely) to 10 (very likely) and a free text field where customers were given the opportunity to justify their decision. The percentage difference between advocates (rating 9-10) and critics (rating 0-6) results in the Net Promoter Score. Overall, customer feedback was analysed in Germany, Austria, Switzerland, Denmark, Finland, Norway, Sweden, France, Italy, the Netherlands, Poland, Spain and the United Kingdom.
About Parcel Perform:
Parcel Perform is the carrier-independent parcel tracking platform for e-commerce merchants and their end-customers, covering 600+ logistics carriers worldwide. Established in 2016, Parcel Perform provides retailers with streamlined logistics data and services for delivery tracking, carrier performance reports and white-labelled services for retailers to manage their delivery experience.
Founded by the e-commerce logistics experts Dana von der Heide and Arne Jeroschewski, Parcel Perform has offices in Singapore, Vietnam and Europe to serve thousands of customers around the globe. Their white-labeled tracking pages and customer notifications are widely used by leading brands such as Zalando, Wayfair, Nespresso, Decathlon, Shopify and many more.
zenloop is the leading integrated experience management platform (IXM). The SaaS solution automatically collects customer feedback through various channels along the customer journey, analyzes and clusters it, and derives tailored measures to retain satisfied customers and win back churning customers.
The zenloop software can be seamlessly integrated into solutions such as Salesforce, Spryker, Emarsys, Zendesk, Slack, or Shopify or used as an addition to the existing tech stack.
The zenloop customer portfolio includes brands such as Momox, Douglas, Peek & Cloppenburg, A.T.U, Mister Spex, Foodspring, Carhartt, and Jochen Schweizer. The company was founded in 2016 by the two former Flaconi founders Björn Kolbmüller and Paul Schwarzenholz as well as Lukasz Lazewski and is based in Berlin with more than 50 employees.
Dana von der Heide
Founder & Chief Commercial Officer, Parcel Perform
Joshua is the Marketing Manager at Parcel Perform. He loves technology and a good book. Outside of e-commerce and Parcel Perform, you can find him in the kitchen, gym or yoga studio.