A Bad Customer Experience Is Worse Than Shipment Delays: Report


Mitto, a provider of global omnichannel communications solutions, announced the results of its survey into the sentiments of 1,000 Americans around how customer experience (CX) impacts tolerance for shipment delays.

While consumers do not have a lot of patience for delivery delays, they are more empathetic and likely to remain loyal to brands that have an established record of positive customer experience.

80% of respondents said they experienced at least one delivery delay in the past year. Most consumers (55%) have canceled a delayed shipment because of a bad customer experience. And when asked whether bad CX or a product delay is worse, over three-quarters (76%) of respondents indicated bad CX.

The value of good CX before and during delays

However, most respondents believe a good CX can make up for delays: 91% of respondents said that a good CX makes waiting for a product bearable. Further highlighting the value of building good CX during times when brands face myriad external factors like supply chain issues, almost all (93%) of respondents said they are more likely to have patience around delivery delays with a brand they already associate with good quality customer service.

“Our research reveals how important establishing good customer experience is not just during these tumultuous times when supply chain disruptions are causing shipping delays, but every day of the year,” said Andrea Giacomini, CEO at Mitto. “Brands must prioritize ways to communicate effectively with customers during the smooth times to gain trust and loyalty and proactively set the relationship up for ongoing success when uncontrollable elements arise.”

The state of CX and how brands can improve

Not all brands are currently delivering a positive CX, as 61% of respondents said that for each shipping delay they experience, the customer experience is poor at least 20% of the time. Less than half (44%) of respondents believe brands try to provide better customer service to compensate for delayed shipments. 14% said the CX is worse.

This does not align with the expectations of most American consumers, 79% of whom said they expect to receive a more attentive customer experience when there’s a disruption to their order. But the survey provided key opportunities for brands should consider meeting American customers’ needs:

Most consumers (60%) say they want a brand to reach out to them personally if their shipment has been delayed for just 1-2 days. Almost all (82%) expect this treatment if the delay is over two weeks.

When sharing communications around a shipment delay, respondents shared they’d like brands to:

  • Send follow up texts with regular updates (62%)
  • Contact them in a timely manner (57%)
  • Send personalized messages from a bot (51%)