A customer calls to ask where their order is, and this simple question turns into a few minutes of research in most businesses. First, it is checked whether the order has been shipped, then the tracking number is searched for, and finally, a query is made on the cargo company's website.
When this research is repeated dozens of times a day, it turns into a serious waste of time. Moreover, the customer experiences dissatisfaction because they are kept waiting, and the process becomes exhausting for both sides.
In this article, we covered tracking number matching, monitoring delivery statuses, delay management, and customer notification.
Table of Contents
Tracking number matching
Linking the tracking number to the relevant order record forms the basis of the entire tracking system. When this link is not established, every query requires manual research and the system provides no convenience.
If there is an integration, this matching is done automatically and the number is recorded the moment the shipment is created. In manually operated setups, copying errors are inevitable and the wrong number is sent to the wrong customer.
The number must be searchable via both the order and the current account. Sometimes the customer says the order number, sometimes only the company name, and it is expected to be able to search by both.
In multi-package shipments, the number of each package must be recorded separately. Tracking through a single number prevents missing packages from being noticed and the problem comes to light too late.
We covered the integration setup in the cargo integration article.
Delivery statuses
Shipments go through several stages during the shipping process, and these stages must have equivalents in the system. Clear definition of the stages facilitates both internal tracking and customer communication.
The basic statuses are: shipped, in transit, out for delivery, delivered, and delivery failed. These five statuses more than meet the needs of most businesses.
The delivery failed status is particularly important because it requires intervention. Shipments with this status should be gathered in a separate list and handled during the day.
Shipments entering the return process should also be marked with a separate status. These should not be counted as delivered and should be processed differently on the inventory side.
In cases where status information comes from the carrier, the terminology needs to be mapped to your own definitions.
Tracking status updates
How often status information is updated determines how useful the tracking will be. A status updated once a day is too late for situations requiring urgent intervention.
In high-volume operations, automatic updates are preferred, and status information is fetched from the carrier at regular intervals. In low-volume operations, manual querying may also be sufficient.
What truly matters, rather than whether an update has been made, is highlighting shipments that require attention. A list of hundreds of shipments is read by no one.
Therefore, normally progressing shipments should remain in the background, and only problematic ones should appear on the screen. Exception management is the most efficient approach in shipment tracking.
We discussed managing notification density in the notification management article.
Delay management
Every carrier has an estimated delivery time, and exceeding this time should generate an alert. Shipments delayed without an alert are only noticed when the customer calls.
The expected delivery date can be calculated when the shipment is created and recorded. Durations that vary by region and service type should be stored in the carrier definition.
When a delay is detected, the first step is to contact the carrier. The second step is to notify the customer, and this step is usually skipped.
Notifying the customer in advance significantly reduces the negative impact of the delay. Remaining silent turns a minor delay into a major complaint.
Recurring delays should be recorded as carrier performance and used in contract negotiations.
Problematic shipments
Some shipments fall outside the normal flow and need to be managed separately. Unfound addresses, unreachable recipients, and damage are the most common types of issues.
Rapid intervention in address issues is critical because the carrier returns the shipment after a certain period. This return generates both cost and delay.
In damaged deliveries, an official report must be kept, and this report is the basis of the compensation process. Compensation is generally not possible for damage reports without a report.
A tracking process must also be operated for lost shipments. Recording these processes provides essential input for carrier evaluation.
The rate of problematic shipments should be just as decisive in carrier selection as price.
Customer notification
Proactive notification is the most effective method to reduce the customer service workload. A customer who receives information does not call; a customer who does not receive information calls multiple times.
When a shipment is dispatched, a notification along with the tracking number should be sent. This notification allows the customer to do their own tracking and prevents the vast majority of inquiries from the start.
A second notification on the day of delivery is also useful; the customer can plan to be at the address. This small detail lowers the rate of undelivered shipments.
In case of a delay, however, notification should be considered mandatory. A customer who hears the bad news from you first perceives this as a sign of responsibility.
We detailed the communication setup in the delivery time and customer communication article.
On the customer service side
The support team's ability to view shipment status from a single screen directly shortens the resolution time. Navigating between different systems both slows things down and generates errors.
It is also important that all shipments can be viewed through the customer record. Thus, past delivery issues can also be evaluated as context.
Ready-made response texts can be defined for frequently occurring situations, which increases both speed and consistency. Every representative giving a different answer causes a loss of trust.
Unresolved situations should be turned into service tickets and put under follow-up. Verbal commitments are forgotten and the problem grows.
We covered the ticket flow in the service ticket and SLA tracking article.
Proof of delivery
Proof that delivery has taken place is important, especially when working with corporate customers. This record is decisive in payment disputes.
The carrier's delivery record is the primary proof and can be accessed via the tracking number. Storing this information in the system eliminates the need for subsequent inquiries.
Information on who received the delivery should also be recorded. This information is frequently queried in corporate deliveries.
For deliveries made with your own vehicles, signature or photo records should be captured. These records must be linked to the shipping document.
We detailed the proof of delivery in the proof of delivery article.
Performance measurement
The performance of the cargo operation can be monitored with a few simple indicators, and these indicators feed the carrier selection.
Average delivery time is the most basic metric and allows comparison among carriers. Breakdown by region also yields useful insights.
On-time delivery rate shows compliance with the promised timeframe. When this rate drops, customer complaints increase accordingly.
Problematic shipment rate reflects the quality of both the carrier and your own address data. To separate the two, problem causes should be recorded categorically.
These metrics are reported in the shipping module.
Points to consider
Tracking numbers not matching with orders renders the entire tracking system dysfunctional, and this is the most common issue.
Outdated status information produces a similar result; a screen that is not updated is abandoned in a short time.
Displaying all shipments in a single list causes problematic ones to be overlooked. An exception-focused view is much more efficient.
Neglecting customer communication unnecessarily increases the support burden.
Failing to record the causes of problems also eliminates the opportunity for improvement.
Frequently asked questions
Can status information be updated automatically?
It can be configured depending on the carrier integration; we clarify the scope together during the setup phase.
Can the customer do their own tracking?
When the tracking number is shared, they can query it on the carrier's website; the notification setup automates this sharing.
Can different carriers be monitored on a single screen?
Yes, they can; mapping statuses to a common definition set provides this unified view.
How are shipments returned to sender processed?
They enter a separate workflow; you can check out the returns management article.
Outbound shipment tracking is a process that directly affects customer satisfaction but is often managed in a fragmented way. A well-organized setup significantly reduces both the support load and complaints.
Ensure that the tracking number is automatically linked to the order; manually copied numbers inevitably generate errors.
Design the screen around exception handling; problematic shipments get lost in a view that lists everything.
Do not neglect proactive communication; an informed customer does not call, while an uninformed one calls multiple times.
Categorize the root causes of issues; this is the only way to separate carrier-related problems from those stemming from your own address data.
By consulting with the EQLEM team, you can plan your cargo tracking workflow.