As I’ve written many times for Talking Logistics, final mile is not simply the last step in the delivery process — it’s also the final moment of truth, where the customer experience is either won or lost for many companies. But delivering on that promise is becoming increasingly difficult. Expectations for speed, visibility, flexibility, and reliability continue to rise, while operational complexity and customer expectations keep growing.
So, what separates final mile leaders from the rest? That is the main question I discussed with Nate Browne, SVP of Final Mile, and Meg Meurer, VP of Final Mile Sales at Werner, during a recent episode of Talking Logistics.
Final Mile Expectations Have Evolved
The meaning of final mile delivery for shippers and customers has changed dramatically in recent years, especially since the e-commerce boom during COVID-19. I began our discussion by asking Nate how final mile delivery has evolved.
Nate points out that customers’ expectations for delivery speed have changed the most. Beyond that, customers also expect real-time visibility into when their deliveries will arrive. Final mile remains one of the most expensive parts of the supply chain, but advances in technology are helping companies improve visibility, predictability, and service levels.
Nate also notes that the quality and thoroughness of the delivery experience has risen in importance. He gives the example of delivery teams providing “white glove” service, including set-up and positioning of furniture or appliances. “This is a key part of customer satisfaction and repeat business,” he says.
Meg adds that these expectations are not limited to B2C deliveries. They increasingly apply to B2B deliveries as well. This requires tighter coordination across truckload, multimodal, middle-mile, and final mile operations to drive efficiency and improve speed to market.
At the end of the day, the bar has been raised across the board.
Common Mistakes
I asked Meg what mistakes shippers sometimes make when looking for final mile solutions.
Meg explains that many companies initially focus on solving an immediate or short-term pain point. This often leads to highly transactional solutions involving multiple agents, providers, or co-mingled networks. However, these approaches can limit the efficiencies, consistency, and customer experience that can come from a more strategic, long-term solution.
In other words, many companies take too narrow or short-term a view of final mile operations instead of stepping back to design a more scalable, integrated solution. Meg notes that well-planned dedicated services can be more efficient and ultimately act as an extension of the company’s brand to the customer.
Nate adds that while speed is important, predictability is often even more important. For many industries, especially retail, customers primarily want confidence that deliveries will arrive exactly when promised. The delivery needs to be there when expected.
Nate also emphasizes that companies should not think about final mile in isolation. Middle-mile operations and final mile operations are closely interconnected, and companies that take a more holistic view across the supply chain are often able to improve both cost and service performance.
Measuring Final Mile Success
What defines great final mile delivery today?
Nate states that “on-time delivery is just table stakes. What really matters is customer satisfaction. That’s what drives repeat business.” He adds that it’s critical for delivery teams to be properly trained in the customer’s delivery processes and to gather immediate feedback at the time of delivery.
“Our customers want to know how our teams are trained and that they will follow the customer’s process correctly for each delivery,” Nate explains. “For us, it’s about collaboration and partnership. That’s what defines success.”
Nate also notes that obtaining customer feedback immediately after delivery is critical because the experience is still fresh in the customer’s mind. That feedback becomes an important input into continuous improvement efforts.
Meg adds another important point: “A happy driver equals a happy customer.”
She explains that Werner spends a great deal of time and effort making sure drivers enjoy coming to work and feel recognized for their contributions. “We recognize best-in-class among our driver teams, and that helps with the customer experience,” she says.
Evaluating Final Mile Partners
How should shippers evaluate potential final mile partners?
Nate begins, “How the carrier’s network aligns with the problem the customer is trying to solve is critical. It comes down to collaboration, technology integration, visibility, and understanding the customer’s business.”
Technology and real-time visibility are certainly important, especially given rising customer expectations around delivery updates and predictability. However, Nate emphasizes that technology alone is not enough.
“We’re a people business,” he says. “Customers want confidence in your culture, your process, and your ability to consistently execute.”
In other words, technology matters, but the people and processes behind the technology are critically important too.
Measurable Results
What examples does Werner have of how improving final mile operations helped customers meet their objectives?
Nate shared an example of a retail customer that was already using Werner to deliver appliances through its network. As e-commerce demand increased, the retailer worked with Werner to better utilize excess truck capacity by combining appliance deliveries with e-commerce shipments.
By taking a more integrated view of middle-mile and final mile operations — instead of managing them as separate silos — the retailer improved efficiency, supported faster delivery expectations, reduced costs, and improved customer service. The solution also helped Werner and the retailer grow together.
Nate notes, “Companies that best understand their consumers will have the greatest success with final mile deliveries.”
Improving Final Mile Delivery
What steps can companies take to improve their final mile delivery capabilities?
Meg explains that many customers are looking to reduce the number of carriers they manage internally and develop more comprehensive, collaborative partnerships with strategic carrier partners. Increasingly, they want to consolidate multimodal, middle-mile, and final mile services with a single provider capable of delivering an integrated solution.
“Certainly, that has to be paired with a carrier who stresses safety in their driver hiring, onboarding, and operational parameters, as well as has regulatory compliance as a top priority,” she says.
Meg also notes that financial strength and scalability are becoming increasingly important. Customers want partners that can grow with them and invest in the people, facilities, equipment, and infrastructure needed to support future expansion.
Nate reinforces the importance of security, compliance, and collaboration, particularly in today’s regulatory environment.
Nate and Meg shared many additional insights and recommendations related to final mile delivery. I encourage you to watch the full video to take advantage of their expertise and perspective. Then keep the conversation going with your own comments and questions.
