5 Ways to Reduce Customer Friction in the Delivery Process

In a world where scalability and streamlined operations rule, reducing friction is the name of the game. For businesses that deliver – whether they be retailers, restaurants, RDSs, parcel services, or couriers – reducing customer friction is the key.

The biggest friction point between businesses and customers, especially throughout the ordering and delivery process, is dealing with phone calls from the customer. This usually stems from a lack of knowledge of where their orders are, when they are going to get there, as well as the inability to express how their overall experience was.

How to Reduce Customer Friction in the Delivery Process

  • Informative Website

If your business sells online, it’s critical that your website has clear information about what you sell, how you sell it, and how long a customer can expect to wait for delivery.

Best practices for your website is dependent on your business.

Let’s take a look at two different types:


Restaurant websites are as varied as the restaurants themselves. However, best practices are pretty much universal.

      • Menus and Pricing
      • Pictures of Each Dish
      • Prominently Displayed Contact Info
      • Mobile Optimized

Online Store

Similarly, eCommerce pages should be sufficiently descriptive of products sold, including images.

      • In-Depth Product Description
      • Images of Products From a Variety of Angles, and in Context
      • Shopping Cart
      • Easy Check Out
  • Online Ordering

online ordering
Probably the greatest point of friction would be inability to order goods and services online – whether it’s through your own website or third party platform. Having to have someone man the phones, write down orders and have them dispatched to drivers wastes precious time and resources.

The simplest way to solve this friction point is to add an ordering component to your website (if you don’t have a website, don’t finish this post – go create one now). This can be as basic as you like, though the more informative and user friendly the better. Always make sure that each product or item is described correctly. If you are selling food, be as descriptive as possible about the ingredients of a dish.

An online ordering system should also allow for easy payment, so it must make the customer feel safe enough to give their credit card. This is by using a secure credit card payment service – you should also consider accepting PayPal. Make sure your site indicates that it is safe to put your credit card information.

  • Live Order Tracking

Once an order is out for delivery, often times customers will want to know where their delivery is. Rather than calling to find out, having the ability to have a real-time view on a map of where their order is will lessen the likelihood that a customer will call you.

As part of the order tracking, customers want to know exactly when their delivery will arrive. This requires precise ETAs, rather than a 5 hour window. Leveraging a delivery management solution that can calculate the real arrival time of a delivery person based on their location, what their mode of transportation is and how many orders they have will make this process much easier.

Last mile delivery- the Amazon effect

In line with customers’ desire to have full visibility of their orders, having an alert sent to their phones once an order is out for delivery will decrease the chances of them calling to find out if their order is on its way.

  • Easy Communication Between Customer and Driver

Whether it be to tell them not to ring the bell or to come to the side of the house rather than the front, there are a whole host of reasons that a customer would want to communicate with the person delivering their order.

Rather than calling the business and having them relay the message to the driver, causing quite a bit of friction. Better to enable direct communication between driver and customer. In order to save the driver time, utilizing a system in which the customer can message the driver would be most ideal.

  • Delivery Rating

Feedback on the kind of experience a customer had is always good – it helps you know what works and what needs to be worked on. But in terms of deliveries, having a system in which a customer can rate their delivery experience directly from their phone, without having to call or email, will create the least amount of friction – and the best overall customer experience.

Bringg Team

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