Shipping Seals the Customer Experience

A great deal of emphasis is placed on the customer journey in creating experiences that add value and influence satisfaction judgments. The customer journey refers to the different steps and touch points that go into a consumption experience. Design of physical spaces, employee staffing and training, and  consistency across offline, online, and mobile channels are three considerations that can determine the quality of the customer experience. However, there is one other touch point that occurs post-purchase that can make or break a positive evaluation of a consumption experience: Shipping.

Segmented Market for Shipping
Recent studies of 750 consumers and 62 major retailers by Exolevel revealed different segments in terms of how shipping is valued by consumers. Among the findings that suggest shipping can be marketed differently to various segments are that:
Three customer segments emerge from these results:
Wrap Up the Customer Experience
Considerations for shipping strategies often key on two factors: 1) Costs and 2) Competition. While these variables are important and should not be ignored, what is missing from consideration? Or, should I say who is missing? The customer. Findings from the Exolevel consumer survey reveals that buyers are not homogeneous when it comes to their desires and expectations for shipping. Just as customers have different motivations and needs for the products they buy from you, they also differ in how they evaluate shipping in their overall experience with your business. Use shipping strategically to effectively wrap up a positive customer experience. Don't let a satisfactory customer journey be derailed at the end because shipping options are inflexible or inconvenient.

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