Customer satisfaction doesn’t end when a sale is made—it extends all the way to the moment your product reaches a customer’s hands. That’s why following up after delivery is crucial, especially when relying on third-party vendors. Unfortunately, when this step is overlooked, the result can be a tarnished reputation, frustrated customers, and preventable damage.
Let me share a true story to illustrate why post-delivery follow-up is essential.
The Bathroom Vanity Debacle
A customer eagerly awaited the arrival of a special-order bathroom vanity from a well-known box store. This was no ordinary purchase—it was an expensive, carefully chosen piece meant to elevate the look of their home. The initial delivery window was set for 9-11 a.m., but communication was good, and the customer was informed of a revised timeframe of 1-3 p.m. Unfortunately, that’s where the good news ended.
When the delivery finally arrived, the problems began:
- Damaged Packaging: The box was torn open and upside down, a clear red flag about the condition of the item inside. Fortunately for the customer the product inside was not damaged.
- Driver Negligence: The customer requested that the delivery driver wait while they unboxed the item to inspect for damage. Instead of cooperating, the driver flipped the box on its side and attempted to set it upright, exposing that the bottom of the box was unsecured.
- Dismissive Behavior: The driver refused to wait, stating, “I got my delivery photo, and I’m outta here.”
To make matters worse, as the driver hastily left the property, they drove their truck over a neighbor’s yard, crushing a drain pipe. The customer was left to deal with not only a potentially damaged vanity but also the cost and hassle of replacing their neighbor’s pipe and repairing the rut left in the yard.
The Lesson: Customer Satisfaction Requires Follow-Up
In this situation, the box store relied on a third-party delivery service, and while the store may not have directly caused the issues, the responsibility for the customer’s overall experience still fell on them. A simple follow-up could have prevented this situation from escalating.
Here are the key takeaways for businesses working with third-party vendors:
- Communicate Expectations Clearly. Set clear standards with your vendors. Ensure they understand the importance of professionalism, proper handling, and respect for customer property.
- Provide Customers with a Feedback Channel. Encourage customers to share their delivery experience. Whether it’s a follow-up email, text survey, or phone call, give them an easy way to communicate issues or concerns.
- Take Responsibility. Even if a third party is at fault, the customer views the experience as part of your brand. Apologize, resolve the issue promptly, and ensure that any damage—physical or reputational—is addressed.
- Vet Your Vendors. Choose delivery partners with a proven track record of excellent service. If consistent complaints arise, it may be time to reevaluate the relationship.
The Power of a Follow-Up
Had the box store followed up with the customer after delivery, they could have:
- Addressed the damaged packaging and product.
- Intervened to repair the neighbor’s yard.
- Restored the customer’s faith in their service.
- Instead, this experience left the customer feeling frustrated and unheard—a situation no business wants.
Conclusion
When you entrust third-party vendors with your products, you’re also entrusting them with your reputation. Following up after delivery isn’t just a nice gesture; it’s an essential part of the customer journey.
Let this serve as a reminder: every touchpoint matters. Whether it’s the first interaction, the sale, or the final delivery, it’s your responsibility to ensure that every experience reflects the standards your business stands for.
Have you reviewed your delivery processes lately? Maybe now’s the time to add a follow-up step—it could be the key to turning a poor delivery experience into a satisfied, loyal customer.
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.