Online businesses must ensure that they keep a good working relationship with postal carriers in order to maintain their brand reputations, it has been claimed.
This is according to Suzy Radcliffe, retail strategist at Wolff Olins, who said that retailers are placing their reputations in the hands of carriers when they send goods for delivery.
"When anything goes wrong – whether it involves shipment or whatever – putting that right as quickly and conveniently as possible for a customer is so important," she explained.
The brand consultancy noted that organizations could suffer severely if the carrier does not perform.
"A retailer needs visibility and a very clear idea of where the person doing the delivery might be going wrong," Ms Radcliffe added.
Meanwhile, it was recently found that 86 per cent of organizations believe that improving their customer experience should be a strategic priority over the course of 2011.
Forrester Research analyst Paul Hagen has claimed that there will be a significant increase in the number of companies implementing an enterprise-wide program in to better the services which they offer to their customers.
Posted by Rachel Wheeler
