INDUSTRY Customer Experience Report

Transcription

1 FOOD TECH INDUSTRY Customer Experience Report First Quarter 2017

2 METHODOLOGY For this report, social media conversations were considered for 8 brands from the sources viz. Facebook, Twitter, Google+, Blogs, News, Forums and Discussions sites. For the analysis, pre-processing and data cleansing techniques were applied. Focus was given to conversations which conveyed an opinion, feedback or review and remaining irrelevant conversations were discarded. Conversation for all 8 brands were considered for the date range 1 st January, st March, Average First Response Time (AFRT) was calculated separately for Facebook & Twitter based on public data, and not PRIVATE messages. Based on conversations, most active time for brands as well as their consumers was calculated. Data includes campaigns and general conversations. Satisfaction Score was calculated based on the number of satisfied and unsatisfied customers. The satisfaction was considered based on the sentiment or opinion shared by the customer on Facebook and Twitter. For the main score top 5 issues faced by the customers were considered and they were given different weightage based on a statistical model(gini Index). Disclaimer: None of the brands mentioned in the report are associated with Simplify360 and we do not represent any mentioned brands. This is an independent research initiated by Simplify360 team. 137 K Total Data INDIA Region 1,525 Average Daily Conversations Average daily Engagement 98% 22,401 Source Distribution

3 SWIGGY LEADS WITH 35% SHARE OF VOICE 73% Online Food Delivery industry received higher number of conversations due to their popularity and business size. Larger fans and followers size leads to increased interactions during campaigns and contests on Social platforms. Swiggy has the highest social share of voice, followed by Foodpanda and Zomato. Holachef 7% Freshmenu 8% Faasos 6% Box8 5% Innerchef 1% Swiggy 35% 27% Other cloud kitchen based singular online food ordering brands received less number of conversations due to restricted business zone. Not many people are aware about these brands. Zomato 14% Foodpanda 24%

4 POSITIVE GROWTH IN FOOD TECH BUZZ Jan Feb Mar Daily Overall Fan Growth People Talking About This graph represents the overall buzz for all the 8 brands. Maximum conversations were observed in the month of March 2017, however February observed highest fan growth rate on all social platforms for the brands. Note: People talking about is the conversations from the people excluding brand conversations. Daily Overall Fan Growth is the cumulative number of Facebook, Twitter & Instagram.

5 SWIGGY HAS THE FASTEST RESPONSE TIME ON SOCIAL MEDIA 5 min 15 min 30 min 45 min 1+ Hour Based On Twitter Data 5 min 15 min 30 min 45 min 1+ Hour Based On Facebook Data Swiggy has the fastest response time across social media platforms, however Zomato and Fassos provided speedy responses only on Twitter. Note: This calculation is based on public data available on social platforms.

6 ACTIVE HOURS FOR MOST BRANDS WAS IN SYNC WITH THEIR CUSTOMERS ACTIVE HOURS Brands Most Active Time Customers Most Active Time Customers Most Active Time Brands Most Active Time FRI 3 PM-4 PM FRI 3 PM-4 PM MON 10 AM-11 AM MON 10 AM-11 AM TUE 10 AM-1 PM THU 12 PM-2 PM SAT 1 PM-5 PM SAT 1 PM-4 PM SUN 12 PM-4 PM SUN 3 PM-4 PM TUE 4 PM-9 PM FRI 6 PM-10 PM MON 12 PM-1 PM FRI 6 PM-7 PM WED 3 PM-12 AM FRI 2 PM-4 PM

7 MOST BRAND WERE HIGHLY ACTIVE ON INSTAGRAM Influencial Brands Post Engagement Influencial Brands Actively Engaged Brands Post Engagement Actively Engaged Brands Post Engagement Influencial Brands Actively Engaged Brands Aggressive Brands Aggressive Brands Aggressive Brands Brand Post Facebook Zomato has the highest number of fans, but Foodpanda received most number of engagement. However Foodpanda s interaction was less, whereas Swiggy s interaction was higher than any other brand. Brand Post Twitter On Twitter Swiggy is more active compared to it s competitors. However Foodpanda has the highest number of followers. Brand Post Instagram Zomato has the highest number of followers and maximum engagement on Instagram. Freshmenu made the highest number of posts on Instagram. Note: Size of the brand circle indicates the number of Fans/Followers on the respective social platforms.

8 CUSTOMER EXPERIENCE INSIGHTS Location Not Available Overall Sentiment 7% Negative 67% Neutral 26% Positive Sentiment is based on public conversations. Most of the conversations were Neutral, which were related to campaigns. Number of Positive conversations were higher than the number of Negative conversations. We focused on the major issues, which were faced by the customers during the 3 months of analysis. Issue map on the right is showing the interlink between major issues and sub issues. Delay in Delivery Order & Delivery Executive Delivery Order Cancelled Wrong Order Delivered Cold Food Delivered Pathetic Worst Quality Food Quality App s Crashed Customer Service Payment Refund Behavior Number Not Available

9 HOLACHEF HAS THE HIGHEST CUSTOMERS SATISFACTION SCORE This chart shows the relative position of Satisfaction rate of various brands. Further from center is higher the satisfaction rate for various aspect of the brands. Mobile Apps Box8 Faasos Brands Satisfaction Scores Holachef 50 Freshmenu 42 Innerchef 33 Swiggy 28 Payment Quality Foodpanda Box8 27 Zomato 27 Freshmenu Faasos 16 Holachef Foodpanda 15 Order & Delivery Customer Service Innerchef Swiggy Zomato The above table showcases the satisfaction scores for each brand considering parameters like (Satisfaction, App, Quality, Payment, Customer service, Order and delivery) and using standard weights which was obtained by using a statistical model. Higher the satisfaction score better the performance of the brand.

10 ORDER AND DELIVERY ARE THE MOST COMMON CONCERNS Order & Delivery Quality Payment Mobile Apps Customer Support Based on social data we extracted top 5 issues faced by the customers. Issues are categorized into two segments, Main issues and Sub issues. Rating is based on number of issues and standard weights which was obtained by building a predictive model. It ranges from 0 to 5. Higher rating indicates the priority of the issues Major Issues Faced by Customer Mobile Apps Not able to pay due to apps crashed Location area is not serviceable Not able to placed the order through Apps

11 ORDER & DELIVERY Customers Satisfaction Score Box8 Delay Delivery Guy Waiting Swiggy Zomato Faasos Foodpa nda Order & delivery was the most common concerns among the customers which were related to order cancellations, wrong delivery and delays. Yet Innerch ef Holach ef Freshm enu Holachef had the highest satisfaction score in terms of Order & Delivery. This was followed by Freshmenu. Order Hour Major Topics Executive Behaviour 11% Cancelled Cause Issues worst Wrong Order Delivered Order Cancelled After Conformation Delay in Delivery 55% 15% 19%

12 QUALITY Customers Satisfaction Score Bad Food Restaurant Zomato Swiggy Box8 Faasos Foodpanda Quality of delivery, quality of food, and quality of restaurants were some of the major concerns among customers. Cold Food items (Pizza, Biriyani etc) Innerchef Holachef Major Topics Freshmenu In terms of quality, Freshmenu has the highest satisfaction score, followed by Zomato. 24% Quality Taste Poor quality restaurant 44% Deteriorate quality Cause Issues Cold Food Delivered 32%

13 PAYMENT Customers Satisfaction Score Refund Time Money Card Thirdparty Payment Swiggy Zomato Innerchef Box8 Holachef Faasos Freshmen u Foodpand a Payment related issues were centered around refund, wallet refund versus bank account refund and failure of payment gateway. Holachef and Innerchef had the highest customer satisfaction score. Major Topics 4% Wallet Online Credits Gateways not working Money deducted but order not placed 57% 39% Cause Issues Unsatisfaction due to delay in refund

14 MOBILE APPS Customers Satisfaction Score Register Menu Deliver Zomato Swiggy Box8 Faasos Foodpanda There were many complaints related to the dysfunction of apps such as registration failure, location tracking, and not able to place order. Download App Location Innerchef Holachef Major Topics Freshmenu Holachef had the highest customer satisfaction score. 20% Not able to pay due to apps crashed Android Call Location area is not serviceable 55% Not able to placed the order through Apps 25% Cause Issues

15 CUSTOMER SUPPORT Customers Satisfaction Score Chat Pathetic Customer Swiggy Zomato Box8 Faasos Foodpand a Customer support was another common area of concerns of customers. This was mostly related to issues such as availability of customer support, resolution time and behavior of customer executives. Called Care Innerchef Holachef Freshmen u In terms of customer support, Freshmenu, Innerchef and Box8 had the highest customer satisfaction score. Major Topics 11% Support Experience Refund Customer Care Lied to customer Customer Care Executive Behaviour Issue 44% 18% Customer Not happy with the solution Cause Issues Customer Care number not Available 27%

16 THANK YOU Simplify360 is one of the leading social customer service platforms. We provide integrated social enterprise solutions for large enterprises from across the industry verticals like Telecom, Retail, Media, FMCG and Internet companies. The platform is also widely used by digital media agencies for social listening, reporting and engagement. We offer following: Social Listening Social Analytics Social Footprint Analysis Social CRM Social Reporting Data Integration with custom or standard CRM platforms Custom analytical solutions on top of customer s data Data Visualization on top of social and CRM data Visit : or contact us at contact@simplify360.com