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89 percent of consumers abandon a brand for its competitor after a single poor customer service experience.
A “little” bad experience could mean the loss of a potential client.
Merca 2.0 conducted an experiment in delivery, asking for a Black Dog pizza by Rappi, Uber Eats and Didi Foodfinding these problems.
The delivery service is one of those that attach more complaints on social networks; According to the study carried out by the firm Quantico, “Delivery”, during the confinement caused by the Covid-19 pandemic, the number of negative conversations on social networks about the delivery service increased by 547 percent in its different industries , including food delivery. Likewise, the study shows an increase of 10 percent in negative conversations around the fast food industries, supermarkets, delivery apps, among others.
The Merca 2.0 team chose to carry out an experiment in which they sought to ask a pizza from the Black Dog from the Av. De la República 157 branch to its offices on Boulevard Adolfo López Mateos, where he investigated through three different delivery apps (Uber Eats, Rappi and Didi Food) which was the most convenient when requesting the service, running into some inconsistencies along the way.
The mission was to request a small pizza, one half of chilaquiles and the other half of buffalo chicken, finding some clear differences between apps.
Uber Eats
In the Uber Eats app, the pizza was a accessible price of 311 pesos, giving the option of ordering half of the product with chilaquiles and the other half with buffalo chicken (as well as choosing whether or not to give a 20-peso tip to the restaurant); however, this did not come to the offices, thus preventing your purchase and being discarded to request the order.
rappi
On the Rappi platform there was a completely different case, since the product cost was 363 pesos (52 pesos more expensive than Uber Eats), but aside from the mandatory service fee of 10.90 pesos, the shipping cost of 36.90 pesos and the tip another 20 pesos, giving a final bill of 430 pesos. In addition, when requesting the pizza ingredients, this did not give the opportunity to choose half chilaquiles and the other half buffalo chicken, but the only viable option was to enter in the comments section that this “fusion” be made ”, also leaving the request in the app discarded.
Didi Food
The third platform used was Didi Food, which offered a accessible price by offering the product at 311 pesoswhile the delivery fee cost 29 pesos and the “thank you to the delivery man” was 5 pesos, but having a discount coupon eliminated 29 pesos from the total, offering to make a final payment of 316 pesos; However, the platform did not allow requesting the half chilaquiles and half buffalo chicken pizza, but it was decided to include this change in the comments section. Being the most accessible economic alternative and that did reach the offices, the order was placed in this app.
Having Didi Food has been the most viable delivery alternative, it only remained to make sure that the branch of the Dog Black Heed the instruction to make the pizza half chilaquiles with half buffalo chicken, a request that met expectations, since it arrived as requested, but there was a particular problem with the delivery of the order.
The Black Dog fully complied and it exceeded the expectations of the expected processing time, getting the shipment to the driver quickly, so the order also arrived in a short amount of time. Despite this, when the delivery man was making the delivery, he mentioned that he could not go up because he risked being fined (there being perfectly a space for him to leave his motorcycle), requesting that the team come down for the order, fact to which it was agreed.
Once the order was picked up and the Merca 2.0 experiment was almost over, when opening the pizza with half chilaquiles and the other half buffalo chicken, the team found that their request of the black dog It looked like everything… except pizza.
Given this situation, the Didi Food customer service area was immediately requested to follow up on said product delivery, to which they took time to give a solution just 3 minutes after sending the complaint and this consisted of offering a coupon worth 100 pesos and a refund of 200, returning almost 100 percent of the amount paid for the delivery service of the Black Dog.
The Black Dog pizza prices may vary depending on the delivery application usedwhere the commissions of the apps can drive the pizzeria to have opted for this significant variation in the final amount, with Didi Food and Uber being the most viable alternatives to consider.
The Uber Eats app She did not manage to bring the pizza to the offices, despite the fact that Rappi and Didi Food could do it without any problem, but she had the opportunity to detail an order more specifically.
Various factors made Didi Food the most viable app to order, but the poor care and attitude of the delivery man caused it to arrive in a state that did not favor pizza, disappointing the result of the experiment that seemed to be going well, a fact that caused the brand’s customer service to enter in action to be able to provide a solution and thus cushion an impact on its image. It is reiterated that the brand Didi Food did not represent complications or difficulties in offering the service, but quite the opposite since they showed excellent customer service; however, it was exclusively the care of the delivery man before the order that resulted in a bad shopping experience.
Different elements come into play when a customer has a good or bad shopping experience with a brand, where the carelessness of an external party could affect their return. According to the Zendesk report, the 89 percent of consumers abandon a brand for its competitor after a single poor customer service experienceso a “little” bad experience could mean the loss of a potential customer.
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