Did you know reliability beats speed? Customers seem to think so!
We all know speed gets the spotlight when it comes to deliveries. But when Locate2u ran a poll asking customers what actually matters most to them, the answer was clear: reliability.
It’s not that customers don’t want things fast. They do.
But what they really want is for businesses to mean what they say. If the parcel’s meant to arrive Tuesday, then it needs to arrive Tuesday. Not early, not late. On time.
Reliability beats speed by a mile
In Question 17 of the poll, customers were asked to rank what mattered most to them in a delivery experience. The options included:
- Reliability
- Speed
- Communication
- Tracking visibility
- Customer support
Reliability came in first. And not even by a small margin.
This tells us something important. Customers might want faster. They also want better. Better communcation, better delivery experiences.
They want delivery experiences that actually live up to the promise. A next-day delivery that arrives two days late? Or missing a delivery window altogether?
You just lost a customer.
ALSO READ: The Real Cost of Missed Deliveries (And How to Avoid It)
Communication matters more than you think
Coming in close behind reliability was communication. Not the type to be confused with ordinary tracking links or delivery windows.
Actual communication. Think: “We’re running late because of traffic” or “We’re at your gate.”
The truth is, most people are reasonable. Most customers aren’t expecting miracles miracles. But if you leave them hanging, they’re going to remember that.
Make a mental note of this or write it down if you have to: Poor communication = lost trust.
Speed still counts.
Just not at the expense of accuracy.
In our poll, speed came third in the ranking. It’s still a big deal, especially for food and urgent deliveries. But it doesn’t trump reliability or communication.
Your takeaway here: Customers are more forgiving of a slightly slower delivery if it’s accurate and well-communicated.
Delivery software helps
This is where delivery management tools like Locate2u come in.
If your system can’t give real-time updates, proof of delivery, or dynamic ETA adjustments, you’re already falling behind.
Locate2u helps businesses:
- Adjust for delays with smart re-routing.
- Automatically keep customers in the loop.
- Build reliable routes that are actually doable.
- Capture photo and signature proof of delivery.
- Send live tracking links to customers (with driver ETA).
It’s not about overpromising and underdelivering. It’s about making a promise. And then of course, sticking to it!
What it means for your business
If you’re only focusing on faster delivery and ignoring reliability or communication, you’re missing the point. The data shows that customers will stick with brands they trust.
And trust starts with doing what you said you’d do. It starts with reliability first, then keeping them in the loop every step of the way. And then, speed.
NOW READ: Stop Guessing: What to Look for in Delivery Management Software
About the author
Cheryl has contributed to various international publications, with a fervor for data and technology. She explores the intersection of emerging tech trends with logistics, focusing on how digital innovations are reshaping industries on a global scale. When she's not dissecting the latest developments in AI-driven innovation and digital solutions, Cheryl can be found gaming, kickboxing, or navigating the novel niches of consumer gadgetry.
