During my time working as a strategist within Deliveroo's Customer Care team, I identified a strong correlation between retention and customer satisfaction which we measured using Net Promoter Score (NPS). This meant that customers who were the most dissatisfied with their experience contacting customer support were also very unlikely to reorder using Deliveroo.
In this project I worked closely with the Customer Care Operations team, who were responsible for the execution of the project. My role was to provide strategic oversight and support, which included elements of design such as defining the scope, target audience and success criteria as well as analytics, including measuring performance and success.
The Operations team and I were were challenged by the VP of Customer Care to design a new service to improve retention among the most dissatisfied consumer users of the food delivery app.
While analysing order and experience data, I identified a strong correlation between retention and customer satisfaction which we measured using Net Promoter Score (NPS). This meant that customers who were the most dissatisfied with their experience contacting customer support were also very unlikely to reorder using Deliveroo. I also conducted some competitor research and found that a lot of companies that have strong reputations for good customer service provide an extra touchpoint to dissatisfied customers. Our hypothesis was that our most dissatisfied customers would appreciate a personalised call from our customer service team, and also be more likely to reorder.
The "call-back" service would be targeted to customers who gave the lowest NPS rating when surveyed after their experience. Agents would call these customers to apologise for the poor experience, showing empathy for the customer's issue and offer additional compensation where appropriate. The call-backs were targeted to 50% of customers who had reported a very low satisfaction after their order experience (NPS 0-3).
After running this service for 2 months, I analysed the order behaviours of customers who submitted low NPS scores, comparing those who had received a personalised call-back vs those who had not. I was able to find a significant improvement in retention for customers who received the call-back, where the reorder frequency and basket value was higher than for those customers who had not received the call. Based on the positive retention metrics, the initiative was evaluated to be a success, and was implemented as an enduring service offering across the 12 markets Deliveroo was operating in at the time.
This project was a great experience where I was involved end-to-end in closing the loop on customer feedback. It was really satisfying that something I was a part of designing and implementing had a measurable impact on our customers' experience.
