5 Essentials in a Package Tracking Solution

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Importance of Package Tracking

The costs of poor delivery are well known. Yet, retailers do not fully comprehend the picture and fail to successfully deliver the final result. 56.8% of consumers say that retailers are nothing more than mediocre in this regard.

Adding to the challenge is the Amazon Effect that raises the benchmark higher and higher. Unsatisfactory customer experiences mean more than just unimpressed buyers. Errors in package tracking can also lead to situations like delays, customer service expenses and ultimately losing out on customers, both potential ones and previously loyal ones.

Hence it is imperative to look at the various ways to improve package tracking experiences and ensure a higher rate of customer retention.

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First of all it is necessary to understand as to why package tracking so important. There are three main facts that must be considered, when working on the customer service experience. Here is an in-depth look at those key factors of customer experience:

Customer Loyalty

It is great to have a beautiful package tracking page. However, the Amazon Effect has raised the bar. Just a beautiful page is not enough. Today, every retailer is expected to have order tracking and an ecommerce site. Hence the competition is high. Efficiency and functionality of the package tracking system is of utmost importance. A seamless delivery experience must be ensured to meet customer expectations at all times.

A pretty tracking package page does not fool customers, who only want to know the delivery status of their order. 52% of power shoppers believe that delivery efficiency and ease of service are defining factors when it comes to brand loyalty. Shoppers want more control over their delivery experiences. 

In delivery of packages, tracking pages are the first step to building trust. Consumers are concerned about their packages and want to know as to when their packages are arriving. The package tracking pages help to keep the customers informed about their package movement, and thus build trust and rapport that translates into a long term customer relationship.

Delivery Cost

Mistakes made during delivery prove to be very expensive. The cost of restocking and the extra shipping fees associated with the return of orders are just a few of the ways in which delivery mistakes can hurt the business. On top of this, research shows that poor last mile delivery experiences are a major source of customer churn. It is also seen that 83% of shoppers do not come back after a bad delivery experience.

Customer Communication

Transparency and clear communication with regard to package tracking is of utmost importance to shoppers. Data shows that “lack of visibility ” during the delivery process results in 47% of the customers avoiding ordering from that retailer all together. Communication of package tracking, pivots around the tracking page for customers waiting for the delivery, is very important.

 Execution of the tracking page correctly is necessary. Keeping the customer informed via emails or sms, throughout the entire delivery process, before frustrated customers start calling and asking about their package, helps build trust and a good customer experience. A “WISMO” (where is my order) call by a frustrated customer creates a negative image of the company and risks losing the customer.

Considering the importance of track and trace, or package tracking, it is relevant to look at a few specific essentials around this aspect, for an overall good customer experience.

5 Essentials of Package Tracking

1. Visibility

Visibility and transparency is essential when it comes to package tracking. It is imperative to put all of the information in one place. Having information is not enough, the information must also be easily accessible. All the available information is of no use to the customer, if they can ’t find the information easily. Also it is a frustrating experience if the information is inaccessible. Keeping a functional and simple layout on the tracking page solves these issues.

“Uncommon Goods” is a good example. When “Uncommon Goods” ship an order, the customer receives an email with a tracking link. The link takes the customer to a custom landing page. In the customer landing page the delivery data from the retailer, carrier, and customer is presented, all together. The customer can also sign up for text alerts and emails to stay updated on their order’s delivery. Such a system ensures transparency and visibility.

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2. Accuracy of Tracking Updates

It is advantageous to create a Branded Package Tracking Page that provides absolute accuracy. Customers are patient and willing to make adjustments if they know that the delivery process is within their and the company’s control. It is providing accurate updates that assures the customer that everything is under control. 

93% of surveyed customers want to receive updates, and be duly informed about their shipments.All the package tracking updates must reach the customers via their preferred medium, such as text updates, email notifications, as per the convenience of the customer.

Data shows that 50% of the customers prefer to communicate via email, 21% via text, and only 12% via phone call. But these statistics can vary. Conducting a survey on the unique audience, and asking them about their communication preferences, is always a good idea.

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3. Self-Service Features

Customers want to feel in charge of the entire process. Self-service provides the customers with a feeling of control and interaction, with the company. This inspires long-term brand loyalty.

 Self Service features are a great platform that provides the customers a pathway to troubleshoot, and get more flexibility around their order Research shows that 35% of shoppers, aged 18-34, prefer self-service options, like making a choice regarding pick-up lockers, or holding a shipment at a terminal.gives the customer a feeling of control and empowerment, by putting the power of making a choice in the customer’s hands. Almost 50% of the customers think that it’s important to be able to find solutions themselves.

  • These autonomy-providing tactics are a gateway to important feedback, opportunities that encourage customers to share their experience, whether it’s been a good or bad experience, and This is useful data for the company and also enriches customer experience.
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4. Communication and Active Delivery Management Text

Once a product has been ordered and is out for dispatch, customers are filled with questions. No matter how attractive the tracking page is, all that a customer ultimately wants is the status update on the delivery, per se WISMO -“Where is my order?” If a package tracking site doesn’t efficiently offer control and information that a customer seeks, it affects the relationship between the customer and the company. Also there are additional features that can be added to enhance the efficiency of package tracking page and operation.

 A great tracking page shows additional information and action on delivery updates like history of interactions with the package, allows customers to sign up for SMS updates, gives proof of delivery images, provides actionable prompts when there’s an incorrect address , provides upfront communication that helps reduce long-term costs and cuts down on customer service queries. This enriches the customer experience, and makes for happier customers.

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5. Action and Information on Delivery Exceptions

When a customer repeatedly clicks on a tracking page, they don’t seek updates. They just want to feel in on the experience, like a delivery that’s tailored to their needs . According to Convey data, customers check their tracking pages 7 times on an average.

In an era when every retailer and ecommerce site is expected to have order tracking, and align with expectations set by Amazon, efficiency and functionality is the key. I t’s not enough to be a pretty page.

Convey data states that delivery exceptions impact 11% of shipments. When a delivery exception arises, customers want all the information updates on it. They want to know if their brands have already caught the issue and have developed a plan to resolve the issue or not.

With the power to see, analyze, and act on delivery issues, customer service and retail operations teams can create custom views around exceptions. The carrier can be contacted within seconds to resolve the issue, and the customer can be informed of the changes, promptly.


Delivery Experience Management is a great interactive platform that provides the ability to proactively respond to issues instead of reactively. It successfully and efficiently addresses all aspects of Package Tracking.

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