Logistics is the backbone of global commerce. In a competitive market, service quality and customer experience are key differentiators. This guide covers how to measure and improve B2B relationships in logistics.
Why CX Matters in Logistics
In logistics, customer experience directly impacts business outcomes:
- Customer retention: Logistics relationships are long-term - retention is critical
- Contract renewals: Experience quality influences renewal decisions
- Referrals: B2B referrals are powerful in logistics
- Price sensitivity: Good service reduces price-based switching
- Competitive differentiation: Similar services differentiated by experience
Customer Types
Logistics serves diverse customer segments with different needs:
Shippers
- Manufacturers
- Distributors
- Retailers
- E-commerce companies
By Size
- Enterprise accounts
- Mid-market customers
- Small business customers
By Service Type
- Freight forwarding customers
- Warehousing customers
- Last-mile delivery customers
- Full supply chain customers
The Service Journey
Understanding the logistics customer journey:
1. Sales & Onboarding
- Initial inquiry response
- Quote accuracy and speed
- Contract negotiation
- Account setup
- System integration
2. Ongoing Operations
- Order placement
- Pickup scheduling
- Transit tracking
- Delivery execution
- Documentation
3. Issue Resolution
- Delay communication
- Damage claims
- Loss resolution
- Billing disputes
4. Strategic Partnership
- Business reviews
- Performance reporting
- Continuous improvement
- Service expansion
Communication Excellence
Communication is the foundation of logistics customer experience:
Proactive Communication
- Shipment status updates
- Delay notifications before impact
- ETAs and schedule changes
- Exception alerts
Responsiveness
- Quote turnaround time
- Inquiry response speed
- Issue escalation handling
- After-hours support
Account Management
- Dedicated contacts
- Regular business reviews
- Strategic planning
- Relationship building
Technology & Visibility
Technology enables superior logistics experience:
Visibility Tools
- Real-time tracking portals
- API integrations
- Mobile applications
- EDI connectivity
Self-Service
- Online quoting
- Booking portals
- Document management
- Reporting dashboards
Automation
- Automated notifications
- Invoice automation
- POD delivery
- Exception management
Feedback Collection
Systematic B2B feedback collection:
Transactional Surveys
Post-Shipment Survey:
"How satisfied were you with this shipment's service?"
Relationship Surveys
Quarterly NPS Survey:
"How likely are you to recommend our logistics services?"
Business Reviews
QBR Feedback:
Structured feedback collection during quarterly business reviews
Key Stakeholders
- Operations contacts (daily experience)
- Procurement/sourcing (value perception)
- Executive sponsors (strategic relationship)
Logistics CX Metrics
Key performance indicators for logistics CX:
Service Quality Metrics
| Metric | Target |
|---|---|
| On-Time Delivery | 95%+ |
| Claims Ratio | <1% |
| Quote Accuracy | 98%+ |
| Documentation Accuracy | 99%+ |
Experience Metrics
| Metric | Target |
|---|---|
| Customer NPS | 40+ |
| Overall Satisfaction | 4.3/5 |
| Customer Retention | 90%+ |
| Response Time | <4 hours |
Frequently Asked Questions
How do logistics companies measure customer satisfaction?
Post-shipment surveys, quarterly relationship NPS, business review feedback, and executive interviews are common methods. Customer Echo enables multi-stakeholder feedback collection across operations, procurement, and executive contacts.
What is a good NPS for logistics companies?
Logistics industry NPS typically ranges from 20-50. Top performers achieve 50+. Customer Echo helps you benchmark against industry standards and track improvement over time.
How important is technology to logistics CX?
Critical - customers expect real-time visibility, self-service tools, and system integration. Customer Echo feedback can help you prioritize technology investments based on customer needs.
How do you measure service quality in logistics?
On-time delivery, claims ratio, quote accuracy, and documentation accuracy are key operational metrics. Customer Echo combines these with experience metrics for a complete picture.
Should feedback be collected from multiple stakeholders?
Yes - operations contacts, procurement, and executives have different perspectives. Customer Echo allows you to collect and segment feedback by role to understand the complete relationship.
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