Ever waited all day for a parcel, only for it to show up at 8pm, or worse, not at all? It still happens a lot, and customers are done with that. This is the benefit of real-time tracking, and what it means for customer experience. 

As most delivery businesses will tell you, it’s no longer enough to just send an SMS or an email saying, “your order is on the way”. 

People want to see exactly where their parcel is. And bonus points if the tracking link also shows driver details, estimated delivery time, and the route on a map. 

Businesses that don’t use real-time tracking software with live tracking links can run the risk of being seen as out of touch. The perception might even be that they don’t care about their customers. 

So, why has real-time tracking become the standard, and what does this mean for you? Let’s take a look. 

What is real-time tracking?

The shortest explanation: Real-time tracking is live GPS visibility for both the delivery company and the customer receiving the delivery. 

Instead of giving the customer a broad delivery window (like, “your parcel will be delivered between 9 am and 4 pm”), customers can get accurate ETAs so they can plan their days accordingly. 

With Locate2u’s real-time tracking software, dispatchers have complete visibility over the entire fleet, on one single screen. This helps them make changes on the fly, without disrupting delivery schedules. And customers get a link that gives them full visibility of their delivery, on a map, in real time. 

This is the difference between waiting all day with zero updates and knowing that customers don’t have to give up on their busy schedules just because they’re waiting for a parcel to arrive.  

Why customers expect real-time tracking

Convenience is the biggest factor. 

Remember: your customers have full schedules, oftentimes juggling work with family responsibilities. They can’t sit around all day for a delivery that may or may not arrive within an 8-hour window. 

Also, transparency builds trust. When a customer can literally see their order moving, along with details of who will deliver it and at what time, they will feel more reassured that things are on track and that they can trust the service you provide. 

In short, real-time tracking of deliveries reduces anxiety and builds confidence.

Besides, companies like Amazon and Uber have trained customers to expect this kind of visibility. According to McKinsey, around 50% of consumers now track their orders to make sure they’re on time. 

And businesses that implement real-time tracking see real gains, like 50% reduction in response time to supply chain disruptions, with retailers using these systems reporting a 15% increase in sales, as published by PingCAP.

Customers now expect that same experience everywhere they shop. 

The business impact of real-time tracking

Real-time tracking can make customers happy, sure, but it also changes how your business runs. 

1. Fewer WISMO calls

For starters, it cuts down on those “Where Is My Order?” (WISMO) calls. 

When customers check the link and view the map, they know exactly where their parcel is and thus won’t need to phone for support or clarification. Fewer WISMO calls mean less wasted time for your team. 

MORE HERE: WISMO Calls Killing Your Delivery Team? Real-Time Tracking Software Helps

2. Customer satisfaction and brand loyalty

Implementing real-time tracking software also improves loyalty because customers stick with businesses they can rely on, especially when deliveries arrive as promised.

This also ties in with brand loyalty, since customers will feel a sense of control over their deliveries. When businesses reduce this anxiety and meet expectations, their customers will remain loyal. 

Remember: Positive online reviews and favorable word-of-mouth feedback go a long way. 

READ: Want better reviews? Start with the right delivery management software

3. Competitive edge

And let’s not forget about the competitive edge that real-time tracking software gives you. 

If you are not offering this type of reassurance to your customers, your rivals will happily take those customers from you. 

Now that we know why customers want it, let’s briefly look at the core features of real-time tracking software.

Core features of real-time tracking

Real-time tracking comes with a few must-have features to make it work. The most important features are shareable map links, instant notifications, driver visibility, and dealing with delays. 

1. Live GPS map links for customers

We’ve said it before but it needs repeating: Giving your customers one simple link that lets them watch their order move on a map in real-time, is highly invaluable. 

For the simple reason that GPS tracking removes guesswork and reduces the urge to call support.

2. Instant notifications

Instant notifications like SMS, email or push alerts keep customers in the loop at every single stage of the delivery process. Plus, these alerts can be sent out automatically. 

Instant notifications will reduce frustration (for your customers, your support staff, and your logistics crew), while setting clear delivery expectations.

3. Driver visibility for dispatchers

When dispatch teams can see your entire fleet on one screen, in real time, it takes so much of the hassle out of their job. 

Not only does it make it easier to quickly step in when a driver is stuck or delayed, but it also reduces the costs your company would have incurred in dealing with those delays. 

Like rescheduling a delivery, for example. Or worse, losing a customer who has just been pushed past sheer frustration straight into a competitor’s hands.

ALSO READ: 6 Things Drivers Actually Want in a Delivery App

4. Exception alerts before delays happen

Real-time tracking software can flag issues as they happen before they escalate. For example, it can flag traffic jams, road closures, or severe weather conditions. 

When this happens, dispatchers can reroute drivers instantly and protect on-time deliveries.

Why real-time tracking is no longer optional

While you may think of real-time tracking software as a logistics tool, you should actually view it as part of the customer experience. They expect, no, they demand this level of visibility.

Without real-time tracking, you risk losing trust in your brand, having more irate customers, and having more negative online reviews. This, in turn, leads to higher expenses and lost revenue. 

When you think about it, implementing real-time tracking software should be an expectation, not a differentiator. 

So ask yourself: are you meeting expectations, or leaving your customers in the dark?

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