GLS Hungary implemented an AI-powered predictive tracking solution with Bettermile that delivers real-time delivery windows to over 90% of customers without GPS — earning a best-ever 4.75-star customer rating.
Part of GLS General Logistics Systems Europe East, GLS Hungary is a quality leader in the country's parcel delivery market, consistently earning high Net Promoter Scores. The GLS Group, with its extensive ground-based network, is a leading parcel service provider in Europe, serving B2B and B2C customers across 41 European countries, the US, and Canada.
As a leading delivery company in Hungary, GLS is known for its customer-centric approach, with drivers often coordinating deliveries via phone calls. They wanted to stay up-to-date with modern solutions to meet customer demands while avoiding the risk of drastic operational changes that could affect their strong reputation. Therefore, Bettermile was tasked with creating a real-time package tracking solution that allowed GLS Hungary to maintain their proven processes while staying competitive.
GLS Hungary and Bettermile collaborated to develop a new predictive ETA model: a simulated real-time tracking solution that is easy to implement and delivers positive results for recipients. This solution leverages historical and real-time data to accurately predict delivery times—all without tracking the driver’s GPS location. By integrating this new model, GLS Hungary has enhanced its service competitiveness without altering existing tools or disrupting operational strategies.
GLS Hungary is now able to provide an interactive package tracking experience for more than 90% of its customers. The parcel tracking software automatically updates customers about the delivery time, factoring in any real-time changes. These AI-powered delivery predictions reduce the manual work for delivery drivers and automatically align the driver with the recipient.
"For the first time, GLS customers can get unprecedented transparency, including live map tracking and continuous updates. This lets us give our customers an average of 80-minute (down to 15 min) delivery windows, allowing them to better plan their day."
Gábor Reszler, Regional Business Development Director, Eastern Europe at GLS.
Implementing the algorithmically predicted ETAs is straightforward. A connector transfers parcel data and live scan event data to Bettermile, which uses this information to train the AI model for delivery time predictions. Additional data, such as planned delivery routes, scheduled time frames, or special pickups, further enhance estimation precision.
As Gábor noted, "The effort from our side to build the connector was very small compared to other projects. What took time was training the model to achieve the desired accuracy." A six-month pilot phase determined the optimal level of accuracy, after which the feature was rolled out to all depots in the country. He continued, "Since we built the connector, we send the data to Bettermile, and they take care of the rest. It’s really that simple."
The new feature has already yielded impressive results. Feedback from consignees, delighted to finally be receiving precise tracking information from GLS Hungary, reflects an 80% satisfaction rate and caused the company to earn the best-ever star rating of 4.75 from all customers who have rated their delivery experience through Bettermile’s last mile tracking software Better Tracking.
"Before implementing Bettermile’s real-time tracking software, customers were given a 3-hour delivery window in the morning of the delivery day. Now, 95% of parcels GLS processes in Hungary are covered by our simulated real-time tracking, with an average delivery window of 80 minutes and down to 15 min when performing really well that dynamically adapts to the realities of the delivery day."
Adrian Wilhelm, Product Owner of Better Tracking.
The success of the algorithmic tracking engine has enabled GLS Hungary to enhance their last-mile operations with digital capabilities without major change management initiatives. This solution has allowed the company to meet market standards and provide customers with accurate, live parcel tracking that has been positively received.
“This advanced predictive tracking solution not only allowed GLS Hungary to improve customer satisfaction and delivery precision while maintaining operational efficiency, but it also demonstrated the value of outside-the-box thinking. Before, real-time tracking without driver GPS data seemed impossible. But by leveraging the data and adding a little ingenuity, we were able to level up our last mile delivery service.”
Gábor Reszler, Regional Business Development Director, Eastern Europe at GLS.
