UK retailers fail in delivery, customer calls issues

There’s disappointing news on the retail logistics front. Nearly 40% of UK retailers fail to meet delivery times and a worrying 50% take more than five minutes to respond to customer calls.

Also, only 14% of retailers have call centres available evenings and weekends, “missing potential customer engagement opportunities”.

That all adds up to still significant gaps in delivery reliability, tracking transparency and customer service automation for major retailers, as well as disappointing shipping fees, according to a new study by post-purchase customer experience provider ParcelLab and e-commerce customer care/fulfilment specialist Salessupply.

Its ‘UK’s Top 100 Retailers’ Post-Purchase Secrets Report 2024’ reveals critical areas where retailers need to improve to enhance customer satisfaction and retention, with a particular emphasis on customer communications and delivery processes.

The report found 50% of retailers fail to provide crucial information about delivery times on their product detail pages, such as clear communication about delivery times, which affects consumer purchasing decisions and satisfaction.

Tobi Buxhoidt, CEO at ParcelLab, noted that with nearly 40% of retailers failing to meet their advertised delivery times, it shows “a gap between customer expectations and actual service delivery.”

He added: “Reliable delivery is a critical factor in customer satisfaction and retention, and the report reveals that a significant number of retailers are not achieving this. This is a stark reminder that timely and reliable delivery is not just a logistical necessity but the foundation of customer satisfaction and retention.”

The report also says that although 55% of retailers link their tracking directly to the carrier, which improves transparency and trust with customers, nearly half are missing an opportunity to enhance customer experience through better tracking visibility.

Meanwhile, nearly 20% of retailers always charge for delivery, “which could affect their competitiveness and customer perception of value”.

Over 80% of retailers provide express delivery, averaging £6.93, with industries such as cosmetics and jewellery imposing the lowest surcharges.

“Express delivery options can attract customers who need their purchases quickly and are willing to pay for expedited shipping”, the report highlighted.

Two-thirds (66%) of online retailers now use chatbots to manage customer queries, "reflecting an industry shift towards automation to enhance efficiency and manage customer interactions at scale”. It said this adoption of automation highlights the need for retailers to balance efficiency with personalised customer service.

But that 50% figure of online shops taking more than five minutes to respond to customer calls, “suggests a need for more efficient customer service processes”.

Despite efficient customer service response times being essential for maintaining customer loyalty, half of the retailers surveyed took over five minutes to answer phone calls, with the average being 8:23 minutes. Although WhatsApp is potentially an effective communication channel, however the average time to answer customer questions via the platform was 15 minutes. Email enquiries to customer service were answered after an average of 12 minutes, and on social media, people waited an average of 10 minutes for a response.

Jonathon Huggett – Senior Business Developer at Salesupply, said: “These findings should serve as a call to action for UK retailers to critically assess and improve their customer service to deliver the exceptional service that today’s customers expect and deserve.”

UK retailers fail in delivery, customer calls issues - report

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