Bettermile, a leading SaaS provider for last mile logistics, has released the first report of their European Last Mile Delivery Experience study. The study, conducted together with the Berlin-based research institute Customer Code, focuses on the user experience of real-time package tracking services and aims to paint a coherent picture of the status quo of real-time tracking (RTT) of major German carriers, like DHL, GLS, DPD, Amazon and Hermes, as well as some selected relevant startups.

The real-life test of more than 100 parcels and the Germany-wide online survey with 1.310 participants revealed that 64% of consignees expect real-time tracking to be available with every parcel they receive, with 94% saying they use it at least sometimes and 63% almost always. However, the availability between carriers ranges from ~45% to ~95%, with RTT services still proven to be somewhat unreliable in performance, consistency, refresh rates, and other reliability factors.

This comprehensive study provides logistics and retail experts critical insights on how RTT improves the customer experience and builds stronger relationships between consignees and service providers. With an in-depth understanding of the current state of the market and the positioning of the most relevant European players, this study demonstrates how real-time tracking has become a major turntable of last mile delivery orchestration and user experience. 

"Today's consumers demand a flawless amalgamation of real-time monitoring mechanisms as a top priority for businesses," emphasizes Simon Seeger, Managing director of Bettermile. "Studies indicate that not only do endorphins like dopamine surge upon positive occurrences but also during the exhilarating anticipation of those moments. This presents a golden chance for courier services to assume a prominent role in the preeminent stages preceding a successful delivery.

While German customers increasingly expect real-time package tracking as a standard service, this study reveals that not all parcels include the service and performance in terms of consistency, and refresh rates vary among carriers. It also highlights the significant role RTT plays in customer engagement and excitement, with a majority of consignees regularly using live tracking and experiencing heightened anticipation during the tracking phase. The study emphasizes the emotional dimension of RTT, as it contributes to the satisfaction and positive perception of customers. Furthermore, it identifies success factors such as enabling real plannability, small delivery time windows, dynamic adjustments, and regular updates, while cautioning against frustration factors like significant time delays and unreliable information. Overall, the study provides valuable insights for the industry to enhance the availability, reliability, and user engagement of RTT services in the last mile delivery process, also showing its potential as a boost for the delivery customer experience. 

To learn more on how to improve the real-time tracking experience, download the Last Mile Delivery Experience Study.