The customer experience is a critical part of a successful business, lending itself to higher retention rates among customers and an elevated reputation.

In fact, 86% of consumers will actually leave a brand “after only two to three bad customer service experiences,” Businesswire highlights findings from an Emplifi report released in 2022. For businesses that wish to focus on customer retention as well as heighten marketing endeavors, a successful and smooth fulfillment process is the ideal channel to focus on. From the value of post-purchase experiences to the role that a third-party logistics solution can play, businesses can promote a positive experience throughout the customer’s entire journey.

Beyond the purchase

Many may be under the impression that the interaction between business and consumer has officially ended after the customer enters their card information. However, this couldn’t be further from the truth. This is primarily due to the fact that the fulfillment process is yet another chance to provide optimal customer service in the post-order experience. Providing tracking numbers, answering questions in regard to an anticipated (or completed) delivery, and addressing any issues that may lead to a return or exchange of the product in question. A Columbus Global article by Steve Lyon highlights the fact that the post-purchase customer experience involves much more than just addressing and resolving basic issues, stating that “it is about maintaining a connection with your customers and ensuring their continual satisfaction with their purchases.” This only serves to highlight the stark weight that such interactions ultimately have, particularly in the customer’s decision to return for another purchase, write a positive online review, and recommend your brand to others.

The proof is in fulfillment 

Successful fulfillment is an ideal way for a business to ‘prove’ to their customers that they can deliver what they promise. Generally speaking, this will involve a timely delivery of a functional product that is in optimal condition, regardless of the industry you’re in. While this is the best-case-scenario that everyone hopes for, however, there are instances in which fulfillment can fall short. Depending on how a business handles such situations, the end result is likely to have a ripple effect on marketing endeavors. For example, a positive or negative experience with any part of the post-purchase process can persuade a customer to write a detailed review, share their experience on social media, or share in real life via word-of-mouth. When done properly, this can be a great way for a company to market themselves in an ‘organic’ and authentic manner.

One Forbes article highlights several statistics that relate to the return process and how it impacts customer satisfaction. Aside from the notion that most customers will return (if the process is smooth), the article also highlights findings from Pitney Bowes, which found that the majority of consumers (80%) report the return process as an important aspect of the overall experience in general, further proving just how important post-purchase encounters really are. Should your customer receive a product that doesn’t meet their expectations, the post-delivery process is another chance to rectify the matter in an efficient way. For example, this may involve facilitating a smooth return or exchange process, or helping a customer address any questions or concerns that they may have with their received order. As such, post-fulfillment interactions will largely center around good customer service, after a customer reaches out about an improperly fulfilled order. Whether the issue involves a broken product upon arrival or a lack of delivery altogether, how a business handles post-purchase issues will largely factor into the overall customer experience. 

Facilitating a smoother fulfillment process

Successful fulfillment is crucial, though it isn’t without challenges. Returns, damaged arrivals, delayed shipping, and customer inquiries can catch up to a business, making smooth order fulfillment feel nearly impossible. For many, the enlistment of a third-party logistics (3PL) company can be a great way to facilitate smoother fulfillment, and therefore, better, more ‘organic’ forms of marketing in the long run. This can be especially beneficial for newer businesses that could use the extra help, as well as for growing endeavors that wish to expand their shipping reach. With a specialized third-party logistics company on board, a business will be able to place more focus on other pressing matters (like product development and sales). Specialized 3PL fulfillment solutions are particularly ideal for those in search of a personalized e-commerce fulfillment approach, which is often tailored to a business’ unique needs and specific goals. With benefits such as diverse carriers and real-time logistics data, there’s no question that a specialized 3PL fulfillment solution is ideal for a well-rounded approach that covers more than a few bases.

The customer experience extends far beyond payment, with the fulfillment process enabling business to provide an optimal customer experience until the product has successfully arrived. As such, a great experience and smooth fulfillment will play a hefty role in organic marketing — resulting in positive reviews and word-of-mouth that will ultimately lead to repeat customers.

Frequently Asked Questions

Why is the post-purchase experience as important as the initial sale for customer retention?

The interaction does not end when a customer pays for a product. After the sale, a smooth fulfillment process is another chance to provide excellent customer service. This post-purchase satisfaction directly influences whether a customer will buy from you again or recommend your brand to others.

What is the biggest mistake businesses make regarding order fulfillment?

Many businesses mistakenly believe the customer experience is over once the order is placed. This ignores the importance of delivery, handling returns, and answering post-shipment questions. Focusing only on the initial sale can lead to an elevated rate of customer churn due to poor delivery experiences.

How does the returns process affect a company’s overall reputation?

The return process is a critical part of the customer’s total experience. A smooth, easy return or exchange process can persuade a doubtful customer to return for a future purchase. If the return is difficult, 80% of consumers will see this as a failure, reflecting poorly on the brand’s dependability.

Can a successful fulfillment process actually serve as an ‘organic’ marketing strategy?

Yes, successful fulfillment is an authentic way for a business to prove its value. When customers receive a timely, functional product in perfect condition, they are motivated to leave positive detailed reviews. This word-of-mouth promotion is considered by many to be the most trustworthy and ‘organic’ form of marketing.

What specific elements of the post-order experience build the most trust with customers?

Trust is built through transparency and clear communication. Providing real-time tracking numbers gives the customer control over their anticipated delivery. Businesses that quickly and efficiently answer questions about shipping, or resolve issues with damaged products, show high-level professional reliability.

How are Third-Party Logistics (3PL) solutions helping businesses improve fulfillment speed and accuracy?

A specialized 3PL company can handle diverse carriers and complex logistics data faster than an internal team. This allows the business to focus its resources on other pressing matters like product development and sales. Outsourcing fulfillment ensures a more efficient, tailored approach to e-commerce delivery for every customer.

What immediate action can a business take to improve its post-purchase customer service?

Businesses should immediately review and simplify the process for returns and exchanges. Ensure customers can easily access clear instructions, pre-paid labels, and a system for rapid item exchanges as necessary. Reducing friction in this process shows that the business values the customer’s time and satisfaction.

If a product arrives damaged, how does a swift resolution impact customer loyalty?

How a business handles a damaged arrival is a true test of its commitment to quality service. A quick, empathetic, and efficient solution (such as a full refund or immediate replacement) transforms a negative situation into a positive one. This high-touch service often reinforces customer loyalty better than a perfect initial delivery.

Does the lack of a tracking number severely hurt the fulfillment experience?

Yes, a lack of tracking numbers can significantly decrease customer satisfaction. Customers want to feel informed and in control after a purchase. Without tracking, they are left guessing, which can increase inquiries to customer service and cause anxiety about the status of their expected order.

How can a small business use personalized fulfillment to compete with larger companies?

Small businesses can use specialized 3PL solutions tailored to unique needs, such as custom packaging or unique delivery options. This personalized e-commerce fulfillment approach shows the customer that the business is invested in their individual experience. This level of detail is often hard for larger, less flexible corporations to match.