First-Time Delivery Rate

A carrier reaches a customer's address but no one is available to receive the parcel, and a second trip adds work and delays the customer. First-time delivery rate shows how often the original attempt succeeds, while reason codes help improve scheduling and address quality.

FarEye and Bringg discuss first-attempt delivery as a last-mile performance measure and the costs of redelivery, identifying customer communication and location quality as practical drivers, though their vendor claims about percentage improvement are not universal benchmarks for every carrier. Define the unit as parcel, stop or customer order, since one stop may include several packages, and use first genuine attempts as the denominator under a written rule, as a route cancelled before dispatch may not qualify.

A first attempt is successful when the package reaches the agreed recipient or permitted delivery point with evidence and without a return trip, so for example 900 of 1,000 eligible deliveries succeeding on the first attempt gives a 90% rate. A package left at a safe place may count only if the customer and delivery terms allow it and the location is recorded, and a parcel should never be marked delivered merely to protect the metric because proof of delivery must reflect what happened.

Separate customer absence, wrong address, vehicle failure, access restriction and damaged goods, since each needs a different fix. A parcel delivered late but on the first attempt still counts in a basic first-attempt rate while an on-time rate answers another question, and a delivery made to the wrong address is not a success even if it happened on the first trip.

Communicate a useful window where possible, because a notice sent after the driver has arrived will not help the customer prepare, and confirm address details early since missing building or unit information can make a route fail despite a correct street. Offer lawful, convenient alternatives such as an approved pickup point where available, and check accessibility and delivery instructions so that drivers are not forced into unsafe or prohibited handoffs.

Track redelivery cost and customer complaints alongside the rate, because one percentage cannot capture the full service impact, and segment by route, location, package type and delivery promise since apartment buildings and remote sites can present different barriers. A high rate may reflect a carrier refusing difficult addresses, so check coverage and exclusions before celebrating.

A change in eligibility definitions can lift the reported rate without improving service, so preserve the method across periods. Some shipments are returned before any attempt and should be reported separately rather than pretending they succeeded or failed a first attempt, and a customer-requested reschedule before dispatch may belong in a separate category depending on the contract.

For a retail business using carriers, inspect both carrier and internal data, because one system may not record all failed attempts or customer-requested changes. Capture attempt timestamps, location evidence and reason codes promptly, since memory reconstructed days later is less reliable.

Redelivery can sometimes be avoided with better packaging, labels or arrival communication, but drivers should not be pressured to leave goods in insecure places because customer trust, privacy and safety outweigh a short-term metric. If a route's rate drops, sample cases to see whether the cause is a temporary access issue or a recurring process gap, pair the measure with on-time delivery, damage-free delivery and proof-of-delivery accuracy, and aim for a reliable first handoff that respects the customer's chosen delivery terms and any applicable local constraints.