BERLIN: Marketers are increasingly consumer-centric and focused on the customer journey, but Delivery Hero, the online food delivery business, has expanded that to create a multi-layered programme that covers all aspects of its business.
Operating in more than 40 countries, under more than 20 different brands and with 150,000 restaurant partners, the business has grown rapidly by acquisition.
And when Sebastian McClintock joined the firm little over a year ago as NPS and CX director, he found there was no common definition of customer experience or the customer experience journey.
“I had to think up a very holistic programme,” he told the Qual360 conference in Berlin. (For more details, read WARC’s report: Understanding the customer journey to drive loyalty at Delivery Hero.)
So, for example, the customer experience is now understood to be how a customer perceives their interaction with the company, the CX journey is the event marking that experience while the journey mapping is the illustration of that – pretty standard stuff in fact, he acknowledged.
But the company’s experience programme is not limited to customers – the 150,000 restaurant partners also have to be considered.
“It’s very important that the restaurants are loyal to us and don’t partner with, or don’t often partner with, competitors,” McClintock stressed.
“In our market, the winner takes all. Long-term there will be one, maybe two, food delivery platforms in a country.”
So, alongside the CX programme, there is an RX programme focused on understanding what drives restaurant loyalty and ensuring that things like the commission structure, which varies from one country to another, is clear.
Beyond that there is a DX programme which monitors the driver experience as delivery riders may be working long days in sub-zero temperatures carrying heavy bags.
“It’s a really tough job and we want to figure out how we can we make sure we don’t have so much churn in the riders,” said McClintock. And, related to that, is the HRX which seeks to make the hiring experience as simple and effective as possible.
All four journeys are important, but the culture of individual markets varies enormously.
“We’re in so many markets so we need to find a way to make sure we design one holistic model in order to [be able to] compare them with each other,” he said.
The model involves the creation of journey maps made up of journey steps, each with journey drivers, which enables McClintock to see how each driver affects the overall experience and NPS.
Sourced from WARC