Failed first-attempt deliveries are one of the most expensive line items in any UK courier P&L: each attempt is an extra mile, an extra hour and a frustrated customer. In Q4 2025 we ran three operational experiments to bring our failure rate down. The result was a 41% reduction in failed first attempts, which we want to share so the industry can learn from it.
Pre-delivery SMS, 30 minutes out. The biggest single contributor. Sending a text with the driver's name, ETA and a 'reply YES if available' option cut failure rates by 22% on its own. The mistake most networks make is sending it the night before — too far out to change a customer's plans.
Dynamic 90-minute windows. Old static four-hour windows mean recipients don't bother staying in. By compressing to a rolling 90-minute window that updates as the route progresses, we saw a 14% incremental improvement.
Photo-on-no-answer with secure-location options. When a recipient is genuinely out, drivers can now propose a safe location with a photo and a customer-confirmation link sent by SMS. This converts roughly a third of would-be failed deliveries into a completed first attempt.
None of this is rocket science. The hard part is wiring it into routing, telematics and customer service all at once. We're publishing the operational playbook on request — get in touch if you're a network operator who wants the full details.