In modern e-commerce, a customer’s encounter with a brand mostly happens behind a screen: we choose a product, add it to the cart, pay, and wait for the delivery. However, in this entire digital journey, there is one critical moment when the brand becomes tangible – the moment a courier knocks on the door to deliver the purchase.
While businesses invest thousands into the user experience (UX), the final impression of a purchase is often shaped by none other than the person delivering the parcel. They are the only “live” touchpoint in the entire sales chain; therefore, their professionalism correlates directly with the e-store’s reputation.
Couriers contribute to brand image
According to Olgerd Janovič, Chief Sales Officer (CSO) at Venipak, business clients increasingly realize that a courier represents not only the logistics provider but the seller themselves. If a courier is polite, punctual, and helpful, the buyer subconsciously links this positive experience with the brand they purchased from.
“For e-stores, the courier is like their own employee finishing the sales process. You can have the best product on the market, but if the customer is disappointed by the delivery experience, your brand image will likely suffer. This is exactly why we invest in courier professionalism – they are often the most visible face of our business clients,” says Olgerd Janovič.
Venipak is reinforcing this responsibility with a new customer service standard: from now on, all the company’s couriers will introduce themselves to recipients by name.
“This is more than just a polite gesture; it’s a way to add a personal touch, which is becoming a hallmark of quality in e-commerce. When a courier introduces themselves by name, they take personal ownership of the customer experience. This transforms the interaction – the hand-off becomes a professional service. For a business, this translates to higher customer loyalty and better ratings,” notes O. Janovič.
Happy courier, happy customer: the positivity chain in logistics
To further encourage a high service culture, Venipak has launched a campaign inviting end-recipients to leave compliments for their couriers. Residents who receive a parcel from Venipak are encouraged to visit venipak.com/lt/savaskurjeris/ to leave praise. The company plans to reward the couriers who receive the most compliments with monetary bonuses.
“We organized a similar compliment campaign for business clients last year. In one month across the Baltic States, Venipak couriers received over 500 compliments for their punctuality, politeness, and professionalism. This significantly boosted both their job satisfaction and their drive to ensure the highest service quality,” O. Janovič says.
He believes a motivated courier becomes the best possible brand ambassador. Positive feedback is direct proof that a courier’s actions – such as helping carry a heavy package or being flexible with timing – create added value for which customers thank the e-store.
“A motivated courier who feels valued and receives public compliments is inclined to work harder for every delivery. This creates a virtuous cycle: a happy employee ensures a great customer experience, which directly grows our partners’ businesses,” states the CSO.
More respect for couriers – a higher bar for the market
Venipak’s goal is to make the courier profession prestigious, as this directly raises the bar for the entire e-commerce sector. For businesses, this means that parcels are delivered not just by drivers, but by professional customer service specialists.
“Our ambition is to create an environment where professionalism is noticed and encouraged. This is a long-term commitment to our partners: that their goods will be delivered according to the highest ethical and service standards,” O. Janovič emphasizes.
When a courier’s work is measured not just by kilometers driven, but by compliments received, the entire sector wins. A prestigious profession attracts the best talent, which is a critical factor for businesses seeking a reliable partner for growth.
