The unsung heroes of Coupang customer satisfaction: an interview with the Logistics Operations Center team

Tuesday, April 1, 2025 minute read

Hi Zoey and Leia. Please introduce yourselves.

Zoey: Hello, I’m Zoey and I’m the manager of Logistics Operations Center known as the LOC team. I joined Coupang in September 2020, so it’s now been five years already. Our team serves as the control tower that monitors the end-to-end logistics process, from the outbound of parcels at fulfillment centers to their delivery to customers. We also manage last mile issues that arise while parcels move to hubs and sub-hubs in real time and quickly communicate them with all relevant teams to minimize risks.

Another key task of LOC team is offering visibility when an issue occurs. After an issue is resolved, we investigate the end-to-end process to identify where the issue occurred in the process, for example, camps or line hauls. The visibility we share helps the relevant teams to promptly take actions for improvement. It is also used as an important reference point for the leadership to make decisions.

Leia: Hello, I’m Leia and I joined Coupang last September. Currently, I handle real-time issues that occur on the hub side of our logistics network. My focus is on monitoring, analyzing, and reporting the delivery-related data every day as promised to customers. As the LOC team monitors the end-to-end process in real time, our work is not clearly divided into specific areas. We do often concentrate on certain areas like middle mile when necessary, but the key is to oversee the entire process.

Leia, could you tell us about your career before joining Coupang? And how do you think your previous experience has helped you in joining the company or in your current job?

Leia: I started my career at a university hospital, where I handled medical data. I analyzed data and conducted research to predict diseases. The vast amount of medical data allowed me to develop the skills to understand data structurally and derive insights from it. After that, I worked at a research company. There, I analyzed corporate information data and survey data, which gave me hands-on experience in how to utilize data and define problems.

Because I had experience in working with various types of data, I wasn’t afraid to work with new data when I joined here. I was adaptable to new data and structures and had the ability to quickly grasp data flows and understand phenomena based on data.

Logistics data is usually updated in real time. At Coupang, data changes every second, whereas the data I used to work with had a specific cut-off point. Working with real-time data can be challenging at times, but my experience has allowed me to adapt to this new change.

Zoey, I believe Coupang is your first job. Why did you decide to start your career at Coupang?

Zoey: When I was choosing my first job, I was considering between a permanent position at another firm and a 6-month fixed-term position at Coupang. But I wanted to gain experience in a company that grows constantly and offers me more experience, even if I only got to work for 6 months. Gaining priceless experience at Coupang mattered much more to me than getting a stable job. I believed in Coupang's energy that I felt from the leaders during my interview, and Coupang's vision and egalitarian work culture played a big role in my decision. I thought that what comes after 6 months would be up to me, and that’s what brought me to where I am today.

Why did you decide to pursue a career in logistics?

Zoey: I majored in logistics, so I naturally thought of working at Coupang. I know that it’s not easy for women to work in this type of industry, but I saw this as an opportunity I could not miss. Since there’s only a small number of women working in this field, I thought I could use that as a window of opportunity for me to prove myself.

Leia: I’ve been using Coupang’s services for a very long time. I’m both a WOW member and a loyal customer. As a customer, I was always amazed by Coupang’s delivery system and was curious about the operation. But because I did not have any prior experience in this field, the entry barrier seemed high. Still, I challenged myself to give it a try because I wanted to join the fast growth of Coupang. I was highly impressed with Coupang’s services as a customer and determined to become one of its employees. So when I finally got the chance to join, I accepted without hesitation.

What was the biggest challenge that you’ve faced? When did you feel a sense of achievement?

Zoey: The challenging part for me is that the company I knew yesterday is not the same today, and the company I know today will be different tomorrow. But I think this fast-paced growth and work environment are what make Coupang strong and are conducive to making quick achievements.

The experience that gave me the greatest sense of accomplishment was the project where we expanded our rocket delivery service to remote mountainous and island regions that were previously excluded from the existing distribution network. Despite many constraints in terms of delivery, we increased efficiency and took on the challenge of turning logistical blind spots into areas within our delivery network. The most challenging part was proceeding without increasing the cost, which seemed almost impossible at the time. But the project ended successfully, and it was truly a fulfilling experience.

Leia: When I first joined Coupang I didn’t have a clear understanding of logistics terminology. I was often stressed out because I felt like I was lagging behind my colleagues, who were already familiar with the terms. I haven’t worked on many projects yet, but the projects I undertook so far involved adjusting and revising system settings based on logistics operation conditions. The most rewarding part of this work is that I am contributing to getting orders delivered to customers on the promised date and time without delay.

Could you provide any tips or advice to future candidates who want to join Coupang?

Zoey: LOC team is working in the front line of logistics operations, constantly facing and adapting to various changes. This means our team goes through frequent changes. It may be difficult to fully grasp the exact roles and responsibilities of our team only through the job description, so I recommend that candidates utilize various networks like recruiters, acquaintances, and logistics communities to gain more information about what our team does before applying. Also, if you take the time to link your personal strengths and experiences with Coupang’s Leadership Principles, you will find it much easier to answer any job interview questions. Lastly, I can guarantee that you will never regret it if you challenge yourself and join the LOC team.

Leia: Like what Zoey said, my strategy also was to align my skills and strengths with Coupang’s Leadership Principles. I focused on all 15 principles, and for the ones that I felt were particularly relevant to me, I prepared specific examples for the job interview. What I want to share with all future candidates is that Coupang provides an environment where you can take ownership of whatever work you do, and you get to work with amazing colleagues. So, if you have the right passion, it will truly become an amazing opportunity for you.

Leia, what do you think is the most important skill to work in your team?

Leia: I think clear communication skills are the most important. Our team is constantly responding to issues in real time. If communication breaks down, it can cause a setback in the response and problem-solving process. Our team also works on various cross-team projects, so if communication is not done right, it can delay progress in projects and in the end, even affect customer experience. That’s why you need to be a good communicator above all.

As a team manager, what do you especially focus on for the development of your team members?

Zoey: I’ve been working at Coupang for almost four and a half years, and I stepped into the management role three years ago. My first focus is always ‘Ruthless prioritization.’ I believe clearly setting priorities holds the key, just as emphasized in the ‘Ruthless Prioritization’ Leadership Principle. To do this well, you need to identify the task that should be handled the most urgently among the many important and necessary tasks at hand, while accurately understanding the direction the team and the company are headed toward.

My second focus is related to the ‘Company-wide Perspective’ Leadership Principle. Focusing too much on a single metric can make you lose sight of the bigger picture and the overall direction. If that happens and we fail to deliver our promises to our customers, it can negatively affect both the team and the company. So, I emphasize to my team to not just focus on our own tasks, but also to understand how our responsibilities are connected to the entire organization and company from a company-wide perspective.

What’s your ultimate goal at Coupang?

Zoey: In some ways, I can say I’ve already accomplished my goal. When I first joined Coupang as a fixed-term employee, my short-term goal was to work here for five years. Now I’m almost at that milestone. My new goal is to continue to keep up with the company’s fast pace. It may be challenging at times, but I am always learning and trying different things not to fall behind.

Leia: As my work requires me to react in real-time to operational issues, my goal is to take proactive actions to prevent incidents from happening in the first place. I think this can improve operational stability further on the site. Also, my ultimate goal is keeping pace with Coupang without falling behind, same as Zoey.