The logistics industry is evolving rapidly and, in an increasingly competitive environment, understanding the consumer has never been more critical. Companies operating in the courier, express and parcel (CEP) sector must adapt to shifting consumer preferences, technological advances and the growing demand for seamless delivery experiences. One of the most powerful tools for achieving this is the net promoter score (NPS), which provides actionable insights into customer satisfaction and loyalty. Scores are generally between -100 and +100.
The role of NPS in CEP
NPS is a widely recognized metric used to gauge customer experience by categorizing consumers into promoters, passives and detractors. This classification helps businesses understand how likely their customers are to recommend their services to others. More importantly, it serves as a compass for companies seeking to refine their service offerings, build brand loyalty and identify areas for improvement.
For CEP players, the implications of NPS are profound. As a service industry, the sector relies heavily on customer satisfaction, as repeat business and positive word of mouth are essential for sustaining growth. High NPS scores indicate strong customer loyalty and a well-received service, while low scores highlight pain points that need urgent attention. The ability to measure and act on customer sentiment is a defining factor in a company’s long-term success.
The power of NPS can also extend beyond individual companies: it can serve as a benchmarking tool across different markets.
Consumer-centric innovation
CEP players using NPS insights can drive consumer-centric innovation. Analyzing NPS data helps companies pinpoint strengths and weaknesses in their service offerings. For instance, InPost’s research with Kantar reveals that consumers highly value accessibility, ease of use and fast service but desire more rewards for their loyalty. In response, the company has launched a successful loyalty program tailored to customer preferences.
Through the NPS survey, InPost was able to gain more detailed insights into customers’ preferences. Accessibility, ease of use and the speed of APMs were highly rated. However, the aspect of rewarding customers for using parcel lockers received lower scores. As a result, InPost decided to introduce a loyalty program, which gained very positive feedback.
“InPost’s NPS stands at an impressive 63 points – a figure that remains out of reach for most companies in the market – bringing us immense satisfaction and driving us to continue innovating,” said Izabela Karolczyk-Szafrańska, chief marketing and ESG officer at InPost. “That’s why we are constantly introducing new solutions for our users, such as our loyalty program. We are proud that InPost continues to lead rankings in Poland while also gaining growing recognition and trust in international markets.”
In summary, NPS is a valuable tool for carriers, helping to improve services, build customer loyalty and make more informed business decisions.
Beyond loyalty initiatives, NPS can inform operational improvements. By examining why detractors provide low scores, businesses can address bottlenecks and inefficiencies. This proactive approach strengthens the customer experience, fosters brand advocacy and ultimately enhances competitive positioning.
The environmental and economic advantages
NPS-driven insights also reinforce the alignment of consumer expectations with sustainable practices. With growing consumer demand for eco-friendly delivery solutions, companies leveraging NPS can validate the effectiveness of green initiatives. Parcel lockers, for example, significantly reduce the carbon footprint of last-mile deliveries by consolidating shipments, leading to lower emissions compared with traditional door-to-door services.
Moreover, the economic advantages of understanding the consumer through NPS cannot be overstated. Companies with strong customer loyalty benefit from higher retention rates, lower acquisition costs and an improved reputation in the market. In a crowded CEP landscape, these factors are key differentiators that drive long-term profitability.
Toward a smarter, more responsive CEP industry
As consumer expectations evolve, CEP companies must stay agile. NPS is not just a measurement tool – it is a strategic asset that, when used effectively, can shape the future of the industry. By continuously monitoring customer sentiment, acting on feedback and innovating in response to consumer needs, CEP players can build stronger relationships and secure lasting success.
In an era where convenience and efficiency define the logistics experience, the companies that invest in understanding their customers will lead the way. The future belongs to those who listen, adapt and deliver not just parcels, but also exceptional service.