Christian Leborg
Customers wants to enjoy their purchase

Delivering service

It’s all about the quality of the service of delivery and the impression it gives.

What is the importance of delivery in the buying process? Delivery is the last interaction between a provider and the customer before the customer become a user and enjoys the product on his own. The customer may need someone to bring a product to them, or the delivery might be part of a service – both communicate value and identity.

Why is delivery important?From lead generation and media communication to the conclusion of a transaction by delivery, a business owner should not miss out on any opportunity to establish a positive brand experience. Delivery is a service and the design of this service should take into account speed, communication about delivery time, safety (damage of goods), customer service (friendliness), assembly and the identity of representatives (uniforms), vehicles and packaging.

How to craft a well received delivery? Companies should build scenarios for all interactions between the customer and provider, going backwards from the experience of the delivery of the product. For entrepreneurs it may be difficult to imagine that the least prominent and attractive part of the service might be the most important to the customer

Give your clients the earliest delivery consistent with quality – Arthur C. Nielsen

When can customer expect delivery?When done well, delivery receives little attention from the customer. However, when done badly, it is a deal-breaker and may jeopardise all previous interaction between the customer and company. This may be the reason why some companies make delivery one of the most important parts of the customer promise.

Who is engaged in delivery? The quality of the people carrying out the delivery is of the utmost importance. Delivery should be executed as customer service. Knowing your end customer and her preferences concerning delivery will determine whether your delivery personnel should wear a bow tie and sing a message, or whether the package should be delivered by a drone.

What does delivery involve? The last shall be the first: The delivery should be regarded as a sales opportunity. For example, delivery personnel for grocery stores help put products out in the store, and assess what needs to be restocked. Delivery involves physical transport, management of time, assembly or mounting and the appearance of personnel and their tools. All these elements should be carefully designed to make it a strong part of a brand.

No matter what kind of professional you are, you must focus on the delivery of something – get things done or "shipment"as Seth Godin calls it.

How does the service of delivery happen in your industry?

Larry Fogli (2007) Customer Service Delivery
Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.