The driver shortage has been a pressing issue even before the pandemic, and it’s expected to worsen during the holiday season. The situation is so dire that Australia Post’s chief executive is urging people to order their presents early to ensure timely delivery. This shortage is not just about meeting delivery demand, but also about retaining drivers, as these roles are challenging and have high turnover rates.
Businesses are now redefining the roles of drivers within their organizations, treating them less like mere delivery personnel and more like brand ambassadors. This shift is crucial as customer experience is becoming an increasingly important aspect of many retailers’ brands.
The Role of Drivers as Brand Ambassadors
Drivers play a significant role in the customer delivery experience. They are often the first in-person interaction a customer has with a brand for e-commerce purchases. For brick & mortar retailers, the driver could be the last interaction with the brand for a particular purchase.
When drivers are empowered to provide exceptional, personalized service, customers feel taken care of, and drivers feel valued. This approach can help combat the driver shortage and improve customer satisfaction.
Leveraging Technology to Empower Drivers
The right technology can help transform drivers into brand ambassadors. Powerful route optimization technology can accurately predict drive times and service times, enabling drivers to meet delivery ETAs. A driver mobile application that sends status updates to customers and dispatchers can also enhance the customer-service role of drivers.
By turning drivers into brand ambassadors, businesses can tackle the driver shortage head-on and ensure a successful peak season.
Best Practices for Turning Drivers into Brand Ambassadors
To successfully turn drivers into brand ambassadors, businesses need to provide drivers with realistic ETAs for each stop, empower them to make adjustments at the job site, and ensure connectivity at every step of the way. These practices can help create delivery programs that reflect the importance of drivers in the process and make drivers feel more appreciated, reducing the likelihood of churn.
In summary, transforming drivers into brand ambassadors is a strategic move that can help businesses combat the driver shortage, improve customer satisfaction, and ensure a successful peak season.
