Delivery showed significant growth during the pandemic.
Automation tools have been a strong ally for brands that offer digital services.
While the use of bots has proven to be efficient and effective, it can also pose a threat if not properly monitored or maintained.
A user on social networks has exhibited a “deception” by Rappi, since the brand offered him an invalid promotion for reasons of time.
The world of delivery has shown significant growth during the pandemicsince the decrease in social mobility to try to reduce the number of infections by Covid-19, brought to the table the endless benefits that this type of service has for its consumers, who can request various products from the comfort of their home. home and through a wide payment offer, where the restaurateur sector was considerably present.
According to Statista Digital Market Outlook forecasts for online food ordering in Latin America during 2021only in Mexico this service would have managed to attach 2 thousand 164 million dollars, while in Brazil this figure represented 3 thousand 803 million dollars, in Argentina 891 million dollars, in Colombia 421 million dollars, among other countries that found in food delivery a strong ally in your daily life.
This is due in part to the fact that the companies focused on providing this service are found exclusively on digital platforms, which facilitates access to be requested (mainly via smartphone).
One of the strategies with which this type of food delivery brands such as Uber Eats, Rappi and Didi Food have achieved an effective positioning is due in part to sending notifications to their customers with some striking promotions that make them position themselves before their customers. look, whether through text messages, push notifications, WhatsApp messages and even e-mail marketing; however, and despite efforts, sometimes these tools can represent a double-edged opportunity.
On this occasion, a user has exposed Rappi for offering him an invalid promotionThis is because the brand notified him about a discount of 100 pesos in selected restaurants on June 9, but the promotion was valid until the 8th of the month, causing the user to appear somewhat confused.
Hey Rick! Let’s check this little problem. Please share with us by DM the email and phone number associated with your Rappi account, so we can review it. We will be very attentive! Abraham, a specialized social media agent, answers you.
– Rappi Mexico (@RappiMexico) June 9, 2022
Before this invalid rappi promotion, the community manager of the brand has been present to request the data of its inconsistency; however, the user recommends giving an update to their digital media.
This only reflects the opinion of the consumer and the conversation that it generates in the digital pulse, for which Merca 2.0 requested the position of the brand in order to tell both sides of the story, to which they have responded that they are already in communication with the user to deal with said inconsistency.
The digitization of processes It has been a strong commitment by the brands to solve different solutions, as well as the customer service bot that are responsible for providing automated responses to filter consumer inconsistencies and thus provide predetermined solutions; however, there is a more advanced complexity when it comes to achieving success, whether in terms of code updates or even campaigns (as in this situation).
Companies can find in the technologies that allow the automation of strategies a strong ally to provide solutions to a high number of inconsistencies or opportunitiesbut at the same time they must be in charge of having sufficiently trained professionals to offer a good experience to their respective clients, since a bad experience could lead to unfavorable results (unless it is balanced with good customer service). ).
According to a study by the analytics company SAS, prepared by 3Gem, one in three consumers would not tell a brand again if they had a bad experience with it samea fact for which special attention must be paid to this type of automation system that is capable of sending the same message to millions of people.
This situation has presented problems to brands from all kinds of sectors, as was well shown by that user who presented problems with the Volaris automated service, accusing its bots of not being qualified enough to provide a good follow-up to customer inconsistencies.
The evolution of technologies has allowed automation tools to be a good bet to reach thousands of people in a “simple” way.but this could become a double-edged sword for brands.
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