The Chamber Link

Contributing writer -
Laura Lea

Laura has 35 years experience in corporate administrative positions and during that time has come to appreciate the time-proven back-to-basic approach to sales, service and marketing. She enjoys discovering and sharing ways for companies to use those fundamentals and, as a result, build stronger customer relations.

Making a Difference with Delivery

Your company’s delivery policy can be a worthwhile area to focus your efforts in achieving customer satisfaction and loyalty. Though customers might not send you a thank you note when they receive an order or service by the expected due date or are very satisfied with your delivery policies, that’s ok, because what a company can expect to receive instead is their gratitude. Translated into marketing terms, that is “customer satisfaction”. And this, in turn, can be evident in the form of repeat business.

This is true in a wide variety of business transactions — from ordering a bowl of soup for lunch at a bistro that uses locally sourced ingredients, to placing an order for a container of imported handbags and having it arrive at a warehouse within the estimated time of arrival. While there are many factors to consider in your customer service efforts - such as quality control, pricing, and ease of ordering process – it’s also important to give attention to delivery.

While a successful delivery policy is relevant to many types of companies, the first type of business that might come to mind when considering the importance of meeting customers’ delivery expectations is a delivery service company. UltraEx, headquartered in Hayward, is the epitome of that type of business. UltraEx provides same day delivery services throughout California and, with an affiliate network, also handles same day delivery anywhere in the U.S. According to Sales Manager Bill Carlson, “UltraEx continues to develop our services by understanding the significance of meeting the needs of this ever changing market niche. Utilizing company-employed drivers, coupled with highly experienced dispatchers and leading edge GPS tracking and dispatch technology, we’re able to maintain tighter control of time sensitive shipments. Our web-based order entry, tracking and reporting site is truly user friendly and grants our clients real time information.”

The example at UltraEx can be applied to many different types of industries with valuable results by remembering that there is a lot riding on timely delivery of services and products. As Carlson adds, “At UltraEx, we deliver your reputation, not just your packages.”

Another aspect for business owners to consider about their company’s delivery policies is the importance of keeping your customers informed of the expected time of delivery. There are some instances when the product or service that a company provides requires a longer than might be expected time for delivery. Customized products and services could be in this category. If your customer is informed ahead of time to expect their order to arrive within that longer time span, they will appreciate your company’s respect for their planning and time constraints.

In today’s growing sustainability market, one example of the benefits of minimizing the distance a product travels before being delivered to the end user is the local sourcing operation of The Silverado Brewing Company in St. Helena. When co-owners Michael Fradelizio and Ken Mee decided to open their restaurant and brewery, they wanted to give their customers a taste of the best that the Napa Valley area had to offer so many of their ingredients and items on their menu are from local vendors. Michael Fradelizio notes that The Silverado Brewing Company is a member of “Slow Food”, which supports the commitment to community and environment. “This is a passion and our responsibility. From our Bolinas Dungeness Crab, Alexander Valley pickles, and Sonoma Lamb to our award winning handcrafted ales, lagers and even root beer, all brewed on site, we deliver fresh, local and sustainable food and drinks to our customers every day.”

Realizing the important role that your company’s delivery plays in giving your customers a reason to return and establish a loyal relationship with your company is the first step. With that knowledge, you can then evaluate whether there are improvements that can be made in that aspect of your business. Remember, you might not hear it in the literal sense, but when you can fulfill the delivery expectations of your clients, you can anticipate hearing “thank you” in the form of future orders.