360 Account
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How Last Mile Delivery Impacts
Return on Experience
Return on Experience
Learn what Return on Experience is and how last mile delivery can impact customer loyalty, retention and overall brand perception.
A brand’s overall value is significantly impacted by the interactions customers have at each point of the buyer’s journey. Measuring Return on Experience (ROX) can help assess the value being created or lost during each step, including last mile delivery.
What is Return on Experience?
Return on Experience, or ROX, is a metric used to examine the interactions customers have with a business, the costs associated with acquiring new customers and how those factors impact business performance.
Measuring this kind of behavior requires businesses to deliberately assess the experience customers have with their brand, including the delivery process, and how those different interactions help generate revenue. The ultimate goal is to create a brand presence that results in repeat customers, because acquiring a new customer may be more expensive than retaining an existing one.
Why Last Mile Delivery Matters to ROX
Measuring ROX can be especially valuable for businesses that rely on in-home delivery services such as:
- Appliance installation
- Big and bulky delivery
- Furniture assembly
- Heavy item delivery
- Room of choice delivery
- Threshold delivery
- White-glove service
The last mile delivery experience is often one of the most direct interactions customers have with a brand. With nearly one in three consumers walking away from brands they love after a single bad experience, businesses should use ROX to assess how delivery experiences influence customer perception and overall business performance.
Every business will measure ROX differently, but many approaches share common themes like safety, employee training and local operational support.
The image below illustrates our approach to understanding how these elements can work together to support a positive ROX.
What Factors Influence ROX in Last Mile Delivery?
Many operational and customer-facing factors can influence the delivery experience. Consider the following when measuring ROX for your business.
Driver Quality and Professionalism: A strong vetting process, ongoing education and training, strict safety standards and professional customer interactions can help create a more positive and consistent experience for customers.
Local Operational Support: Local leadership and account management teams can help maintain service quality through operational oversight, quality checks and continuous improvement efforts.
Customer-Centered Service Models: Delivery services that align with customer expectations, service requirements and business goals can help improve the overall customer experience.
Because last mile delivery is one of the most visible customer touchpoints, evaluating its impact with ROX can help businesses better understand the connection between delivery performance, customer experience and brand perception.