• Cherie Avinger

Logistics Customer Experience Strategy

Updated: Jan 29, 2019


"If you act for self-gain then no good can come of it. If you act selflessly, then you act well for all and you must not be afraid." -- Rand Miller
  • 60% of all customers stop dealing with a company because of what they perceive as indifference on the part of salespeople

  • 70% of customers leave a company because of poor service, which is usually attributed to a salesperson

  • 80% of defecting customers describe themselves as “satisfied” or “very satisfied” just before they leave, and

  • Customers who feel their salespeople are exceptional are 10 to 15 times more likely to remain #loyal.

Research by the Peppers & Rogers Group 2017


Customer life Cycle

Salespeople are often the first point of contact for our clientele. Not paying attention to the customer’s journey in its entirety is a #1 reason for poor customer experience in the last mile. Believing your job is ‘just’ to book the cargo or ‘just’ to get it on board is a small piece of the customer’s experience.


Each action should automatically open the door to the next one, seamlessly, fluidly and consistently. For the transportation industry the last mile is not just about the physical act of shipping but rather the customer’s experience along the way.



The knowledge of your sales team should coincide with that of your Operations & Logistics team offering a complete #customerexperience long after the freight has shipped and delivered.


In shipping the last mile is a three-step process:

1. Obtain accurate information about the location of your customer’s shipment

2. Communicate the accurate information to all parties involved

3. Follow up the experience with the customer to solidify a consistent experience and seek improvements


It is not enough to perform one step well. To master the customer’s journey, you must come full circle each time. How to do this in a timely, cost effective manner is the key. However, skipping any one step is sure to be far costlier than your initial investment.

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