4min read - Fritz Lauer
In the third quarter of 2015, 1.98 billion EUR have been raised globally in the food delivery sector. The sector has secured considerable funding, sometimes even before companies have had time to make any profit, one example being Stuart, a London-based courier service. Market players are multiplying: Foodora, Deliveroo, Foodpanda, Deliverd, Take Eat Easy, the Uber company UberEats (present in France, Canada, US), etc. Discover how conversational commerce can enable the food delivery industry to become durable and gain a loyal customer base.
It is becoming increasingly easy to have your meals delivered at home. It only takes a few clicks. But it’s not a new concept. It is now possible to have your meals delivered from your favourite restaurant without the restaurant even having a delivery man. It’s a dream come true. You just need Internet access via your mobile, desktop or tablet and in a few clicks you can have anything delivered.
To achieve this level of efficiency, new delivery companies on the market make themselves available to restaurants to deliver meals to their customers wherever they are. These delivery companies develop technologies which optimise the delivery route between restaurants and customers. In order to do that, they have a delivery sales force on demand. In parallel, these technologies enable them to anticipate demand in real-time thanks to the data they collect (number of orders, delivery points, etc.). Delivery men are paid per delivery to support order flow and travel costs.
Here are the steps to follow if you want your delivery food company to succeed:
Customer experience is essential
Customers want to be able to order as fast as possible, having real-time support. They want a smooth customer experience. For example, customers in the UK can order from local restaurants through Deliverd with a simple text message. Difficulty resides in simplicity: the idea of making purchases as simple as possible requires you to know a lot of information about your customers, which is still difficult to do without an appropriate platform.
Messenger makes this experience easier for customers by connecting different stakeholders (restaurants, delivery men and the food delivery companies). On the user side, none of these actions are visible because the Messenger interface is familiar to customers and is adapted to this type of purchase.
When customers use Messenger with your food delivery service, they can interact with an agent for personalisation of the order (”Sorry, I forgot to tell you I don’t want pepper in my omelette! Thank you!”). Messenger is helpful in pre-sales (I’m hesitant, what does Deliveroo offer me?) and in after-sales (I am not satisfied by your customer service).
Messenger is already known by most web users and its interface is easy to use. However, its management interface doesn’t provide all the advantages offered by a conversational commerce platform. That’s why Facebook opened their API to this type of platforms. Indeed, on Messenger through the iAdvize platform, you can track orders and give your customers essential information for them to experience a flawless customer journey.
Agents receive messages from Messenger directly within iAdvize, in the same they receive questions coming from the website chat, web callback or video chat. This way, the same team is mobilised to answer questions from these different channels. Agents benefit from a conversational display and can provide the same quality of service and be as fast as they are on other touch points.
Thanks to the reporting interface, brands customer service can easily view and analyse past conversations and measure performance with key indicators (revenue generated after chat or Messenger conversations, occupancy rate, response time, average handling time, etc.). Therefore, the customer service team benefits from a global real-time customer service management through the iAdvize platform and can compare the impact of their activity on different channels.
What do you have to keep in mind to be successful?
Let’s imagine what Messenger could change for you. Your customers just ordered burgers from their favourite restaurant and chose to track their order in real-time via Messenger. Three weeks later, on a Sunday at 7:30pm, they want to repeat the experience and order with one single click directly through their messaging app. Thanks to personalised action buttons, they will be able to order smoothly and rapidly. In this way, Messenger will be an essential ally for customer experience and customer loyalty in the food delivery industry.
User experience design will be a determining facto rto know who is going to win among all the players in the food delivery industry. Being efficient with Messenger is the first step towards a constantly improving UX for customers. Whatever their situation, they have to be able to access your services. Ubiquity is a key factor of your success!