UK parcel carrier Yodel is celebrating the six millionth response to its ‘Have Your Say’ customer survey. Over 7,000 Yodel customers a day now share feedback via the award- winning platform, providing the parcel carrier and its retail clients with invaluable insight into customers’ delivery experiences.
The programme, which was originally developed by Yodel and Maru/edr in 2013, enabled the carrier to introduce customer-focused KPIs to its daily reporting and has been a key driver in increasing the carrier’s customer satisfaction scores to 83.5% today.
The six millionth ‘Have Your Say’ respondent received their Very order which was delivered by a driver from Yodel’s Carrickfergus depot. The customer registered a very positive experience and gave a net promoter score of 10 for their delivery, the highest possible recommendation rating.
Customers are invited to take part in the survey on the tracking page of Yodel’s website as well as by email and text. As each report is linked to a unique parcel reference it allows Yodel to drill down into results to identify trends by service, client and even by driver to get a true indicator of current satisfaction levels, as well as identify trends and address challenges with individual deliveries.
Additional guest questions are used in the development of new products and trial evaluations, for example, the introduction of a pre-2pm service for Mother’s Day flower deliveries which resulted in a 6% uplift in customer satisfaction.
Guest questions are also one of a suite of tools that Yodel has developed to enable its retail clients to get closer to their end customers through demographic profiling and customer preference data. The results are then used to drive service improvements and prioritise investment.
Yodel’s retail partners are also given instant access to their own customers’ feedback through user friendly dashboards, allowing them to monitor satisfaction levels in real-time and see individual comments.
Following a design refresh last Christmas, to provide the ‘Have Your Say’ platform with a cleaner look and enhance user experience, customer response rates have steadily increased. The new, streamlined layout has improved both online and mobile functionality and accessibility and led to an impressive 60% increase in customer responses in the first week following the refresh. The updated ‘Have Your Say’ design has proved particularly popular with younger shoppers, with the response rate from under 45s increasing by 60%.
Earlier this year, Yodel launched Xpect Returns, its collection service which provides customers with a two-hour collection window. Through Have Your Say, shoppers can now give feedback on their experience, providing Yodel and its clients with fresh insight into the returns process.
Andrew Peeler, CEO, Yodel, said: “Initially designed purely as a tool to measure customer satisfaction, the Have Your Say programme has evolved over time and today is continuously used to drive innovation, enable service improvement and strengthen our relationship with our retail partners. Reaching the six millionth review milestone is a real achievement and testament to how important the customer view is in shaping our business, with more shoppers taking part in the programme now than ever before.”
