Unbeknownst to many shoppers, the online shopping journey – from the transaction to dispatch to safe delivery – involves hundreds of skilled people working within complex systems and stringent processes. Now, shoppers have revealed how much – or how little – they know about what goes into the journey including delivery roadblocks in a new survey by CouriersPlease (CP). 

Having won the Canstar Blue 2021 Most Satisfied Customers ranking for Small Business Courier Services – including five stars for the ‘Problem Resolution’ category, CP commissioned a survey of an independent panel of 1010 online shoppers who had made at least three purchases in the last three months. The aim was the gauge how challenging Aussies perceive the online shopping journey to be, and whether their perceptions are correct. The full survey results, across age groups and State breakdowns, can be found here: couriersplease.com.au/Toughest-Role-Online-Shopping-White-Paper

Respondents were presented with seven roles in the online shopping journey – the warehouse packer, goods dispatcher, the courier’s freight handler, the retailer’s customer service, the line-haul driver who transports parcels between depots, the fleet delivery driver who delivers parcels to shoppers, and the courier’s customer service representative. 

The results show that 41 per cent of Aussie shoppers believe customer service people have the toughest role. Specifically, 27 per cent said it was the courier’s customer service people who have the most difficult job, with the remaining 14 per cent choosing the retailer’s customer service people.   

Richard Thame, CEO at CP, says, “The results reflect the reality that shoppers really only have direct contact with customer service people on both the retailer and courier side. These jobs bring with them immense pressure to deliver a high level of customer satisfaction with empathy, patience and care while working to retain customer loyalty. A shopper’s customer service experience can be a make or break for retailers and couriers. It makes sense that shoppers also believe a courier’s customer service people have a tougher job than a retailer’s customer service people – as the ‘last mile’ is a longer and more complex journey.” 

The second toughest job, as voted by shoppers, is the retailer warehouse packer – chosen by 21 per cent of respondents, while just 12 per cent of respondents believed delivery drivers have the most difficult role. 

Respondents were also asked to choose which of the seven jobs they believe is under the most pressure to deliver customer satisfaction. Again, customer service people came out on top – chosen by 42 per cent of shoppers. Shoppers also believed that warehouse packers (chosen by 19 per cent), delivery drivers (17 per cent) and dispatchers (12 per cent) are high-pressure roles.  

Richard says: “It is important not to discount the importance of each role in the online shopping journey. There are several people involved in the process to pack and deliver parcels to households safely and quickly, and often must work together to ensure a seamless process.”  

Shopping parcels undergo a complex journey to arrive at a shopper’s doorstep. Retailers run major warehouse operations where staff record stock levels, carefully pack parcels and time their dispatch with the courier’s scheduled pick-ups. The parcel travels across multiple points in its journey to the shopper – including through multiple depots depending on their destination. At each depot, freight handlers must receive, record, sort and dispatch thousands of incoming and outgoing boxes and parcels a day. At the retailer’s warehouse, packers prepare goods for dispatch, before a dispatcher works to ensure the parcel leaves the warehouse quickly. It is a well-oiled system that enables delivery drivers to collect parcels from depots and deliver to either collection points or the shopper’s address.  

Richard says: “While every role in the journey experiences varying degrees of pressure, at CP we never take for granted a delivery driver’s demanding role. Drivers face multiple challenges they must navigate each day, from traffic congestion to dogs on properties and inclement weather – all while ensuring they deliver their daily parcel quota in a fixed timeframe, especially in the peak Christmas season when parcel volumes tend to double. 

“Ultimately, couriers and retailers work together very well to ensure consumers have the best online shopping experience possible. Couriers are, by and large, an extension of the retailers they partner with. Often the courier is the shopper’s only touchpoint with their retailer. It is important for retailers to consider possible improvements they can make to the online shopping journey, from a seamless check-out process to the most efficient deliveries.”  

5 ways retailers can avoid delivery roadblocks and keep customers happy. 

1. Be transparent with customers about delivery timelines and any delays. Keeping customers updated on the status of their orders will minimise calls to customer service. In the current climate, supply chain issues and delivery delays are continuing. Retailers would be wise to keep customers up to date on general stock levels, packing, shipping and delivery issues on their website, emails and socials. This will reduce pressure on customer service staff and allow customers to make an informed decision when placing an order. Shipping delays related to specific orders are usually managed by the parcel delivery company through email and/or text notifications direct to the customers.  
2. Train customer service staff to manage challenging issues. For e-tailers, the customer service team is usually the only touchpoint between them and a shopper. Customer service AI technology, such as chatbots, can solve simple customer issues. For more complex issues, a professional and efficient customer service team can turn a customer’s problem into a positive experience. Customer service staff should be trained to solve customer problems throughout the whole online shopping journey, and should also know about any external factors impacting deliveries such as bad weather. Understanding when and how to contact the retailer’s courier partner to resolve problems is also critical.  
3. Provide alternative delivery options that could speed up the delivery process. Offering multiple delivery options, such as express delivery, parcel lockers and pick-up-drop-off parcel collection points gives customers a level of control and decision making in the way they receive their goods, and how fast.  
4. Use a parcel delivery network with multiple fulfilment centres. Parcel partners with multiple depots in each State can speed up the customer delivery process. Multiple fulfilment centres allow parcels to be sorted faster in preparation for delivery, as it brings deliveries closer to customers. 
5. Choose a parcel delivery partner with a proven track record. A parcel delivery company with a fast delivery track record and strong customer service, including customer notifications and tracking updates, will ensure customers receive the best service in the ‘last mile’ of the shopping journey. Investment in innovation and technology are good signs that the carrier is serious about offering the best service and fast deliveries.  

Full survey results, including across age groups and State breakdowns, can be found here: couriersplease.com.au/Toughest-Role-Online-Shopping-White-Paper

Clean Up Australia is calling on businesses, of all sizes to step up and register for this year’s Business Clean Up Day, on Tuesday 1^st March.

Business Clean Up Day is a meaningful way for businesses to demonstrate leadership, while also actively supporting their communities and boosting team morale.

While businesses are adapting to flexible and remote working arrangements, there are plenty of opportunities for teams of any size across Australia to get involved.

This could include simple one-off clean up events, hosting competitive multi-site corporate challenges, or booking in for virtual team-building sessions to inspire and motivate employees to reduce their environmental impact.

Through participating in a Business Clean Up Day, businesses can deliver lasting change to their community in a time when the environment needs it most.

Clean Up Australia Chairman, Pip Kiernan, says it’s more important than ever to get involved with Clean Up Australia.

“Right now, our environment is experiencing the full force of the pandemic,” said Ms Kiernan.

“We’re seeing a huge surge in single-use plastics and unprecedented numbers of face masks, takeaway coffee cups and food packaging littering our footpaths, parks and beaches. There has been no better time for Australian businesses to step up to support our communities and environment.”

“Not only is Business Clean Up Day a powerful team-building activity but can be a springboard for businesses to make ongoing changes to benefit the environment by supporting solutions which move us towards a circular economy – where everything is a resource, and there is no such thing as waste.”

If you can’t join a Clean Up, Ms Kiernan urges businesses to make a donation to Clean Up Australia or consider joining the charity’s Workplace Giving Program, facilitating employees to make small, regular donations through their pre-tax pay.

100% of funds raised through donations are allocated to the provision of educational resources and clean up materials provided free of charge to community, school and youth groups across the nation, all year round.

To register or donate, please visit cleanup.org.au

Business Clean Up Day – Tuesday 1 March 2022

Clean Up Australia Day – Sunday 6 March 2022