Customer Engagement in the Last Mile: Why is it Important?8 min read

Customer engagement is a much-loved term and a cornerstone of most businesses. It’s all about communicating with customers when it matters and forging relationships that last.

Every business aims to give its customers the best possible customer experience. Businesses leave no stone unturned to have a robust and user-friendly site with easy navigation up and running. They make sure to provide a great checkout experience that is secure and which inspires confidence. They make sure to have a support team that’s available around the clock to tend to customer issues.

However, the situation between when a parcel is shipped out and when it is delivered at the doorstep of a customer is radically different. This phase, the post-purchase phase of retail logistics, is when the parcel is handed over to a shipping carrier like UPS, FedEx, or DHL for fulfillment.

The last mile is most often controlled by third-party shipping carriers. This unfortunately results in a situation where customer engagement suffers tremendously during this critical phase of the customer journey leading to irreparable problems and lost opportunities.

The post-purchase customer experience often ends up getting neglected.

The last mile is most often controlled by third-party shipping carriers. This unfortunately results in a situation where customer engagement suffers tremendously during this critical phase of the customer journey. 

Impact of Insufficient or No Customer Engagement in the Last Mile

Now, why does customer engagement suffer in the last mile of eCommerce?

To understand this, it makes sense to compare eCommerce with brick-and-mortar retail.

In a typical modern-day brick-and-mortar store, the emphasis is on providing a great personalized shopping experience in-store. There is face-to-face communication between a customer and the salesperson helping them. Right until the moment the customer walks out of the store with the product in hand, there is a constant effort to tend to them. 

On the other hand, while eCommerce retail businesses may be able to control the onsite experience to a great deal with an optimized website and navigation, they still hand over their parcels to a shippi