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Post-purchase communication critical for avoiding negative reviews, data reveals


A new survey has found two thirds (64%) of customers will leave a negative review when their delivery is delayed or they receive an unsatisfactory response to a “where is my order” (WISMO) query.

The Last Mile Delivery: What consumers want in 2023 and how retailers can take control report aimed to highlight the critical role of real-time post-purchase delivery information and customer communication in avoiding potentially damaging negative online reviews.

Original research of 1,000 UK consumers conducted in partnership by Scurri and the UK’s ecommerce association IMRG showed poor customer service prompts over half (53%) of consumers to leave a negative review. Nearly a fifth (18%) of respondents rated insufficient or little-to-no post-purchase communication as the most common reason they would leave negative reviews about their shopping experiences with a brand or retailer.

With 40% of shoppers indicating they leave negative reviews to prompt a retailer reaction and get their query addressed faster, retailers need to pre-empt delivery queries by building in regular and timely communication within the delivery experience to update shoppers on the status of their order. By owning and controlling the post-purchase delivery experience, the report suggests, retailers can enhance CX (customer experience) and avoid potentially revenue and loyalty damaging shopper feedback.

As well as demanding fast delivery for receiving their online orders from retailers, customers now have similarly high expectations from retailers when it comes to resolving any delivery or WISMO issues; half (47%) of customers expect a resolution within 1-2 working days, with a further 32% expecting completion within 2-5 working days.

“The court of public opinion, sitting in the form of customer reviews and social media feedback, represents a double-edged sword for retailers and brands – offering the opportunity to get closer to customers through excellent customer service, but also creating the potential pitfalls where negative reviews risk eroding consumer confidence,” said Andy Mulcahy, strategy and insights director at IMRG.

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