In the trucking and transportation industry, providing optimal customer service is seldom at the top of a company’s priorities. And it shows. While the bar may be low, however, simply being better than the next guy in an industry not reputed for great customer service is not enough. You have to do more to stand out. Indeed, Berger does more to exceed its customer’s expectations because it values its customers and, likewise, it values the quality service it provides to them.
Attention To Customer Feedback Improves Customer Care
By providing better treatment to our customers, our customers happily return the same. Whether it is in the form of social media ratings, word-of-mouth recommendations, or honest feedback that helps Berger improve its awareness of consumer needs, good customer service is proven to benefit all parties involved.
Being attentive to customer complaints and responsive in the event of delivery issues might be enough to keep the positive customer reviews coming and to hold negative feedback at bay, but that is not a true reflection of the incidence of delivery problems or other failures of service. Berger goes above and beyond making an effort to satisfy its customers over the competition, in part by internalizing and analyzing consumer issues and using the results of those assessments to improve service across transport processes. Overall, providing superior customer service helps Berger be a better transportation company.
Berger Recognizes The Real-World Cost Of Failing To Deliver
Berger is a business run by people who care about people. Aside from inventory availability, transportation is the most critical stage in the consumer consumption model. If Berger fails to perform its services to the best of its abilities, the customers are at risk of not having some very important needs met. Without assuming undue self-importance, Berger understands that a failure in delivery could mean the difference between life and death for some consumers, and Berger encourages all of its employees to treat every delivery with such care. For example, the recent scheduled blackouts in California resulted in local stores quickly selling out of personal generators and online orders to skyrocket. Victims of these power outages face days and even weeks without the means to power their cell phones, operate their home security systems, or keep food and medication cold long enough for safe consumption. Likewise, the increased demand for home-delivered medication places added import on timely and reliable delivery scheduling, and Berger is diligent in doing its part to meet these customer’s health and wellness needs.
Data Analytics Requires Transparency In Service
With advances in data analytics and the ever-expanding breadth of its applications, the transportation industry can expect to see company service records thrust into the public eye in a whole new way. Historically, transport-tracking businesses have had to manage public perception in light of the ease of making online customers reviews. These reviews are inherently biased and likely do not depict a fair sampling of customer experiences for any given company. Whether the average reported opinion is positive or not, at the end of the day, it is just that: opinion. Such a review represents a perspective based on the sum of a customer’s experience with the business and, significantly, not reflective of how the business actually performed the service it was hired to execute. In the near future, this will change thanks to third-party data tracking.
In the near term, increased importance will be placed on data analytics in the trucking industry because service metrics are expected to be made public in the coming years. Third-party monitored and reported data metrics concerning a transport company’s service record will not only affect potential new customers and partners who are unaware of word-of-mouth or written consumer reviews but will also stand in contrast or comparison to publicly reported consumer opinion.
So, just being better on the surface won’t matter as much going forward—actual execution will matter more than satisfying a dissatisfied customer after the fact because the negative data points from the original failure to execute as promised is what gets recorded and tallied into the company’s public report card. Berger wants to do more than just look better, we want to be better. It is important to us that our customer feedback matches the objective, third-party analytics that prove the quality and fidelity of our services.
As an industry leader, Berger appreciates that it is a role model and that its practices—including and especially its customer service practices—set an example for companies offering the same or comparable services. Berger welcomes this responsibility as extra motivation to set the highest industry standards by exceeding its own service goals and surpassing customer expectations.