Delivery at the Expense of Experience

Posted by Ben Cheston

via TechCrunch

From Ocado to Deliveroo, Task Rabbit to On Fleet, technology is making it easier and quicker for us to get the things that we want, when we want and how we want. Earlier this year Martin Mignot produced an excellent article on food and grocery delivery called ‘The Billion Dollar Food Delivery Wars’. The diagram that supports the managed market place featuring ‘three main sequential steps… for ordering a meal online’, is particularly helpful for compartmentalising the ‘order, cook, deliver’ ecosystem:

However, there’s an issue surfacing from the trend of home delivery and on-demand delivery — a detached and increasingly poor customer service experience.

Whether it’s the fragmented nature of the on-demand delivery ecosystem, the commoditisation of order and delivery services, or a lack of accountability through the supply chain, it feels like the post purchase customer experience has become the last thing on a company’s agenda.

To illustrate my point, we order ‘groceries’ every week from Ocado and Tesco. With a different delivery person turning up each time, zero rapport is built up on either side and the experience is pretty cold.

If I’ve ordered a service or product from a brand, the entire experience belongs to the brand, even though I know that other companies contribute to the service execution. If the company providing the ‘delivery’ phase of my on-demand delivery provides a bad experience, I automatically look to where the experience started.

Companies must be looking at this as an opportunity to differentiate their brand/product/service. We can focus on using technology to create a more relevant and personal customer service throughout the supply chain and not just around the order/sales. On demand and home delivery is now a utility, this warrants investing in the creation of a flawless customer service experience.

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