Last-Mile Delivery Performance & Customer Experience Command Center

BrightNest Home Goods · 9,500 orders/week · 5 carrier network · Rolling 90-day view

First-Attempt Success
83.4%
+2.8pp
WISMO Rate (per 100)
4.2
+0.3
POD Completeness
91.7%
+4.1pp
Delivery NPS
42
+5pts
90d Repurchase Rate
34.6%
+3.6pp
Last-Mile Cost/Order
$6.84
+$0.22

Delivery Experience Tier Funnel

Repurchase Rate by Experience Tier

Delivery Time vs. Customer Preference Window

Failed Delivery Root Cause Distribution

Last-Mile Performance by Zone Type

Zone Type Orders/Week First-Attempt % Avg Attempts WISMO Rate POD Complete % Delivery NPS Cost/Order
Urban Dense 3,420 88.2% 1.14 3.1 94.3% 48 $5.62
Suburban Standard 4,180 86.7% 1.16 3.8 92.1% 44 $6.14
Gated Community 1,240 71.3% 1.42 7.8 86.4% 32 $9.21
Rural Extended 480 79.4% 1.28 5.2 88.9% 38 $11.42
Multi-Unit Apt 980 81.6% 1.24 4.6 90.7% 40 $6.88
Business/Commercial 200 92.1% 1.09 2.4 96.8% 52 $4.92

Insight: Gated community first-attempt rate 71.3% — traced to 68% of addresses missing gate code in OMS. Address enrichment project in progress.

Carrier Last-Mile Performance

Carrier NPS Impact Coefficient

FedEx Ground +3.2
UPS +1.8
Amazon Logistics -0.4
USPS -2.1
OnTrac -6.3 (p=0.008)

Alert: OnTrac deliveries reduce NPS by 6.3 points regardless of speed — structural quality issue. Rerouting 40% volume to FedEx in Q2.

Attempt-to-Completion Ratio
1.21
↓ 0.04 vs last quarter
Target: ≤1.15
Delivery Window Match %
68.4%
↑ 5.2pp MoM
Target: ≥75%
Post-Delivery CS Contacts
2.8%
↑ 0.3pp MoM
Target: ≤2.0%

90-Day Repurchase Rate Cohort Trend (by First-Delivery Month)

Success: Excellent-tier repurchase rate 44.2% vs. Poor-tier 28.1% — 16.1pp gap. Recovery email campaign generated $84,200 incremental revenue in 8 weeks at $1.40 CAC vs. $31 for new customers.

Recovery Action Impact

Address Enrichment (Gated)
Gate code collection at checkout
+12pp
1st attempt
Delivery Window Preference
Customer selects preferred time
+8.3pp
match rate
Proactive WISMO SMS
Day-before delivery reminder
-1.6
WISMO/100
Photo POD Standard
Required for all carriers
-42%
INR disputes

Recommended Next Actions

1. OnTrac Volume Reduction
Reallocate 1,200 weekly orders to FedEx Ground in urban zones
Est. NPS impact: +2.8 pts | ROI: 18 weeks
2. Gated Community Pilot
Mandatory gate code field for 84 high-volume gated addresses
Est. 1st-attempt lift: +9pp | Cost: $3,200 OMS dev
3. Delivery Window Expansion
Add evening (6-9pm) slot for 28% of customers who prefer it
Est. repurchase lift: +2.4pp | Premium: $1.80/order