Swiggy streamlined its operations with Exotel – here’s how

Case Study

Swiggy streamlined its operations with Exotel – here’s how

Swiggy has redefined food ordering and delivery in India. Started in August 2014, Swiggy was inspired by the thought of providing a complete food ordering and delivery solution from the best neighbourhood restaurants. Tailored for the urban foodie, Swiggy has one of India’s largest delivery fleets to pick up orders from restaurants and deliver it to customers.

Use Cases Swiggy Uses:

    • Automated calls
    • Number Masking
    • Cash on Delivery Enablement

Swiggy’s success depends heavily on one thing – communication between all the relevant stakeholders. In an operation heavy business, the trick is to strike the right balance between maintaining productivity while keeping the cost low.Here’s where Exotel comes in. As a cloud telephony platform, we offer them help them increase their productivity by taking care of the backend (scale, maintenance, up-times). The cost also remains in check because our APIs offer them the flexibility to solve their most pressing communication problems.

We play a part every step of the way in the order process.

What the customer experiences

A customer logs into the Swiggy app, picks a restaurant, places an order and waits for the order to get delivered. But there is a lot that goes on behind the scenes to ensure that the entire process works smoothly.

Notifying the restaurant about the order

When an order is placed, restaurants sometimes don’t realise that they have a new order waiting. To avoid any delays, Swiggy’s team reminds restaurant about new orders as they come in. But manually calling and confirming every order with the restaurant is not a scalable solution.

Automated calls helped save on manual work. When an order is placed, the restaurant gets an automated call with the order notification. This automated call helps reduce delivery delays.

“Automated calls have helped in increasing our service levels and reducing our costs since there is no need for any manual intervention. It has helped us in reducing manual calls to restaurants significantly”
Rajkishan
Operations & Strategy, Swiggy

Delivery process – Safeguarding customer privacy (number masking)

The delivery person calls the customer in a few instances – problems with finding the address, to inform the customer once they reach the location or if there are any unexpected delayed. While all of the above are legitimate circumstances, this also means sharing the customer’s phone number with the delivery agent. Number masking allows the agent to reach the customer over a call in case they need to without having access to their phone number.

How this works

The delivery person clicks on the call button in the Swiggy app. Based on the order number, the call is connected to the right customer by Exotel’s system. Simple as that!

“Number masking has helped us give our customers a seamless experience by ensuring we never compromise our customer information. This has been a huge advantage for us”,
Rajkishan
Operations & Strategy, Swiggy

 

Verify Cash on Delivery Orders

Cash on delivery orders are always tricky. Sometimes, the orders are refused after a delivery agent shows up with the food. To avoid misuse on COD orders, Swiggy uses Exotel’s automated IVR calls to reconfirm the order with the customer.

When a COD order comes in, Swiggy places an automated IVR call via Exotel. Based on the IVR prompt, the customer is required to confirm the order by pressing the relevant key on his dial-pad.

This additional confirmation step helps weed out bogus orders.

Tech solution to hiring problems

Technology may not always seem like the first choice to solve problems in areas like hiring and marketing. But, at Exotel, we have seen how simple tech solutions can solve seemingly large problems with ease. And here are a couple of examples.

Hiring delivery personnel is a task that is not easy. It also is an on-going activity for the Swiggy team. The demand for delivery personnel is always high. So, once they procure a list of potential candidates, an automated call with a few relevant questions is a simple way to assess interest levels before going forward.

“We can now easily upload a list of numbers, set a date and time for the IVR to happen and not worry about it. It also enables us to collect responses from the person on the other end of the call”
Rajkishan
Operations & Strategy, Swiggy

 

Making sense of all the data

“A lot of our products and processes are built with the help of data. We use Exotel dashboards and data to understand more about different interactions in the system. We also get to keep track of how much we are spending on these interactions. For instance, by tracking calls, we have been able to reduce unnecessary calls happening between a delivery executive and a customer.The end goal is to use calls efficiently and only where necessary. We continue to work towards reducing unwanted interactions in the process”
Rajkishan
Operations & Strategy, Swiggy

 

 

Automated Calls vs SMS Reminders: Why calls win

Millennials might prefer SMS over calls, but statistics prove that when it comes to reminders, calls reigns supreme.This white paper helps understand the unique ways in which automated calls can be used for reminders



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