GLS Netherlands handles parcels, freight and express shipments for thousands of businesses and consumers in the Netherlands and beyond. It is a member of the GLS network, one of the largest parcel logistics providers in Europe with a strong foothold in the USA and Canada. The Netherlands is one of the three most digitized countries in Europe (2022, Digital Economy and Society Index). Consumers are accustomed to a high level of service enhanced by digital technologies. To remain competitive in the market, it’s crucial to have advanced IT systems and excellent customer service.

GLS Netherlands was looking for ways to lift customer experience for recipients to the next level. They identified that the fixed delivery time windows they provided to their customers, based on the historical delivery times in their postal code, were sometimes difficult to meet operationally. The shipping provider saw that customers used the Track & Trace page to track their parcel extensively but order status requests were still coming in. The rough delivery time estimates lead to inconveniences both on operational and on the customer side.

It was Bettermile’s innovative and dynamic approach that convinced GLS Netherlands to implement their software. Better Tracking uses machine learning to predict delivery times with a 10-minute accuracy range. The real-time calculation of an estimated time of arrival (ETA) begins upon vehicle loading, and as deliveries progress, accuracy intensifies. Dynamic ETAs adjust based on the driver's progress and real-world events, such as changing traffic or adjusted delivery preferences, so drivers never have to worry about unexpected delays. Meanwhile, customers receive regular updates on the expected delivery time. This provides customers with a sense of assurance and allows drivers to work more efficiently.

With Better Tracking GLS Netherlands was able to increase trust from customers, which they noted in three areas:  

Better customer trust ratings: GLS Netherlands’ customer satisfaction scores on Trustpilot generally went up. One depot raised its score by 0.3 points to 4.1 just weeks after launch, which is offcially categorized as ‘great’.

Reduced burden on customer service: Fewer order status requests arrived at the customer service department of GLS Netherlands and those of its customers. The contact volume went down by 10 to 15% for each depot. 

Decrease in low ratings: Last-mile delivery typically gets low ratings because it’s such a complex system. The implementation of Better Tracking was followed by a measurable reduction in low ratings on organic reviews.

The integration of Better Tracking by GLS Netherlands has proven that real-time tracking offers a strategic advantage that enhances customer satisfaction and operational efficiency across the board. Bettermile’s advanced technology satisfies customers with real-time transparency and reliable predictions of arrival times. Herewith setting a new standard for last-mile delivery in the Netherlands.