From logistics to loyalty – How delivery shapes the customer experience
What do consumers value most in a delivery, and what makes logistics a defining part of a brand promise? These and other keys to customer satisfaction were the focus when Gordon’s Marcus Kejzelman spoke at Dagligvarudagen Götaland in Malmö.
“The most important factors are punctuality, clear communication, and a friendly attitude,” says Marcus.
An analysis of more than 50,000 customer reviews on Trustpilot reveals three clear success factors:
- Time: A large portion of five-star reviews mention that the delivery arrived on time.
- Information: Many customers highlight Gordon’s clear communication and real-time tracking as sources of confidence.
- Attitude: A significant share of top ratings emphasize the driver’s friendliness and professionalism.
“In many households, the delivery moment is one of few personal interactions during the day. That’s why a friendly attitude makes a bigger difference than you might think. A poor interaction can destroy trust in seconds, while a kind driver can create a loyal customer for life,” Marcus explains.
Logistics as a competitive advantage
Traditionally, logistics has often been viewed as a cost center — but Marcus argues that this perspective must change.
“Logistics is customer experience. A well-planned flow makes the delivery punctual, predictable, and environmentally sustainable. When everything runs seamlessly, it becomes an integral part of the brand experience and the promise the customer connects with,” he says.
He also points out the link between efficiency and sustainability:
“By widening delivery windows, we achieve higher efficiency while also reducing climate impact. For customers, it still means having an estimated delivery time and a tracking link, creating reassurance and control. At the same time, they get a lower-cost alternative — something they value, especially when the environmental benefits are clearly communicated.”
Customer feedback as an innovation engine
Gordon uses customer feedback as systematically as any other operational KPI.
“We let customers show us the way. Through cluster analysis of reviews, we can see exactly what drives the highest and lowest ratings, and use that insight to continually improve our processes.”
He also emphasizes the importance of embracing negative feedback.
“Avoiding criticism is like walking backward in your own development. We have routines to manage complaints, follow up on customer interactions, and continuously develop both our drivers and our communication.”
Next step: More flexibility and circular solutions
Looking ahead, Marcus sees an industry where customer expectations continue to rise and where sustainability becomes an even more central part of the experience.
“We need to deliver with greater flexibility, smarter solutions, and an increased focus on sustainability,” he says. “It’s not always about faster deliveries, but about more customer-specific offerings that simplify everyday life while reducing environmental impact. For the equation to work, everyone involved must benefit.”
He also highlights circular flows as the next step in home delivery services: as the next step in the home delivery offering.
“We clearly see higher customer satisfaction where we offer circular packaging — along with a noticeable increase in loyalty and repeat purchases.”
Want to learn more about how Gordon can help you strengthen customer satisfaction and turn logistics into a competitive advantage? Read more about our services here.
