«Где мой заказ?»: курьер на карте, управлениеожиданием гостя и меньше звонковв колл-центр
Introduction and Small Talk
Welcoming Guests
- The host welcomes guests and engages in small talk while waiting for everyone to join.
Discussion on QR Codes in Restaurants
Effectiveness of QR Codes
- A question is raised about the presence of QR codes at restaurant entrances, noting that some have them while others do not.
Placement Strategy
- It is suggested that placing QR codes at tables or menus would be more effective than at the entrance, as it allows for longer contact time with potential customers.
Enhancing Customer Engagement
Timing of Offers
- The speaker argues that offering incentives when customers are leaving may not be effective due to limited engagement time; instead, offers should be made during the dining experience.
Alternative Strategies
- A proposal is made to provide bonuses or discounts upon exit, but concerns are raised about timing and customer urgency.
Case Studies and Experiences
Successful Scenarios
- Anecdotes shared about successful strategies used by clients, including using bathroom posters to increase app downloads due to longer engagement times.
Audience Interaction
Gathering Information from Participants
- New participants are encouraged to share their projects and roles in the chat for tailored discussion during the session.
Overview of Today's Topics
Key Focus Areas
- Announcement of a recent major release with topics including courier tracking, managing customer order expectations, and strategies for increasing frequency and reducing negative experiences.
Company Background
Starter's Role in Restaurant Industry
- Introduction of Starter as a company supporting over 2300 restaurants with online orders processing over 40,000 daily.
Services Offered by Starter
Online Sales Growth
- Emphasis on helping restaurants scale their online sales through delivery services without needing their own couriers.
Tools Available for Clients
Marketing Tools
- Description of various tools available such as push notifications and referral programs aimed at increasing revenue without direct client involvement.
Platform Stability
Support Features
- Assurance of a stable platform with 24/7 support even during peak hours along with regular updates.
Expert Collaboration Opportunities
Networking Invitation
- Invitation extended for further discussions post-session regarding current challenges faced by participants' businesses.
Subscription Encouragement
Staying Updated
- Encouragement to subscribe to their channel for insights into case studies and upcoming speakers.
Introduction of Speakers
Speaker Credentials
(T461S). Expertise Sharing
Marketing Insights
- [] (T461S). Tatyana shares her extensive experience working with notable food projects before joining Starter, emphasizing her role in marketing strategy development.
(T478S). Q&A Session
Audience Engagement
- [] (T478S). Attendees encouraged to ask questions throughout the session with an additional Q&A period after the main presentation concludes.
(T505S). Product Development Updates
Continuous Improvement
- [] (T505S). Denis highlights ongoing product updates as a key value proposition, indicating significant changes since three years ago reflecting evolving market needs.
(T529S). Major Release Announcement
Ecosystem Evolution
- [] (T529S). Announcement regarding a new release transforming their application from just food ordering into a comprehensive ecosystem addressing logistics and marketing needs.
(T551S). Client Feedback Integration
User-Centric Development
- [] (T551S). Discussion on how client feedback drives product development through structured evaluation processes involving business analysts gathering user suggestions.
(T605S). Criteria for Feature Implementation
Prioritization Process
- [] (T605S). Explanation of criteria used to filter client requests: value impact on clients’ growth, urgency based on operational disruption risk, and complexity concerning resource allocation needed for implementation.
Enhancing Customer Experience in Food Delivery Apps
Transforming Guest Experience
- The primary focus is on fundamentally changing the guest experience related to order expectations within food delivery applications.
- This transformation occurs post-order placement and payment, addressing how users interact with apps like Yandex.Eda compared to independent restaurants or local delivery services.
Competitive Landscape
- Major players in the market have substantial budgets and teams dedicated to developing user-friendly experiences, which smaller independent restaurants struggle to match.
- A key differentiator for platforms like Yandex.Eda is their ability to provide accurate tracking of orders, including estimated arrival times and real-time courier locations.
Impact of Order Tracking
- Real-time tracking reduces potential negative experiences for guests by keeping them informed about their order status, thus increasing the likelihood of repeat business.
- In contrast, many restaurant websites lack detailed tracking features, leading customers to frequently call operators for updates.
Challenges Faced by Operators
- High volumes of customer inquiries regarding order statuses overwhelm operators who often lack precise information about deliveries.
- This results in a lengthy cycle of communication between operators, kitchens, and couriers without clear data on delays or issues.
Data Utilization Issues
- The absence of detailed data hampers businesses from understanding delivery delays or improving service quality; they only receive generic status updates.
- Such inefficiencies contribute to customer anxiety and dissatisfaction, potentially leading to decreased order frequency or loss of customers altogether.
Proposed Solutions for Improvement
- Implementing a new system will allow even small restaurants using starter applications to offer an experience comparable to larger competitors regarding order tracking.
- Enhanced features will include detailed courier statuses with minute-by-minute updates on arrival times and notifications about any delays.
User-Friendly Features
- A LiveActivity widget will be available on locked screens showing waiting times and courier statuses without needing to unlock phones.
- Customers will also have the option to directly contact couriers during delays instead of overloading call centers with inquiries.
Operator Benefits
- Operators will gain access to real-time courier location data, allowing them to respond accurately and promptly when customers call with questions.
Integration with Delivery Services
- Integrations are planned with various external delivery services (e.g., Yandex.Delivery), enabling seamless data flow into the application for better service management.
New Product Launch: Starter Logist
- A new product called Starter Logist aims at automating courier management processes while allowing flexibility based on different operational needs.
Courier Application Development
- The development includes a gamified app for couriers that simplifies operations while ensuring accurate status reporting during deliveries.
Offline Functionality
- The system supports offline modes where it can still track last known statuses even if internet connectivity is lost.
Early Results from Testing
- Initial testing shows significant reductions in customer inquiries about orders—upwards of 25% within just one week—indicating positive impacts from these changes.
Marketing Improvements and Features Overview
New Reporting Features in CRM
- Introduction of a comprehensive report within the CRM that provides end-to-end analytics, allowing users to assess channel effectiveness based on completed orders.
- The system correlates orders with clients using UTM tags, click IDs from ad systems, and referral links to track performance from channels to specific keywords.
- Users can filter data by periods and compare different time frames, cities, and customer types to analyze advertising channel effectiveness in one report.
Enhanced User Registration Process
- Implementation of multiple new authorization methods including Mobile ID, VK, Sberbank ID, and Yandex.ID for easier guest registration.
- Aims to streamline the path to first order for guests while enriching guest data for personalized communication through collected profile information.
Triggered Messaging Enhancements
- Focus on converting first-time guests into repeat customers through improved triggered messaging campaigns integrated into the CRM.
- Development of a customizable trigger message builder that allows users to set conditions and scenarios for automated communications based on user behavior.
Automated Reporting for Business Owners
- Automatic reports are now available for clients on specific plans (Рост and Фудтех), summarizing key business metrics sent regularly via Telegram or other preferred platforms.
- Continuous improvements are made based on client feedback to ensure reports meet business management needs effectively.
AI Marketing Initiatives
- Introduction of an AI marketing tool designed to provide each starter client with professional marketing support akin to having a dedicated marketing director.
- Offering comprehensive audits of projects comparing performance against internal benchmarks across various stages from acquisition to reactivation.
Operational Improvements in Order Management
Order Processing Adjustments
- Changes implemented allow operators or delivery administrators more control over when orders enter the system, particularly useful for pre-orders.
- This adjustment aims at reducing errors during busy kitchen times by ensuring orders are processed at appropriate times rather than immediately upon placement.
New Design Features Inspired by Drinkit
Enhanced Visual Elements
- Clients have requested a design similar to Drinkit, leading to the introduction of larger photos and videos in the new card layout.
Interactive Topping Management
- The topping selection interface will be revamped for a more interactive and user-friendly experience.
Upcoming Promotions
- A new promotional feature is in development, allowing guests to choose gifts from various options after purchasing six coffees.
Combo Feature Development
Customizable Combos
- The upcoming combo feature will enable users to create large combinations of different items, with customizable toppings for each item within the combo.
Improved Inventory Tracking
- This feature aims to enhance inventory management in the system, particularly benefiting users who rely on it.
Self-Service Kiosks Implementation
Pilot Testing Phase
- Self-service kiosks are currently being piloted at select client locations, with plans for broader implementation in the coming months.
Delivery Zone Round Table Discussion
Addressing Delivery Challenges
- A round table discussion is planned for late July or August focusing on delivery zone management and peak hour operations.
Sharing Best Practices
- Participants will share case studies and best practices regarding logistics management during high-demand periods.
Dynamic Delivery Conditions Module
New Management Module Introduction
- A new module for managing delivery zones and dynamic conditions based on scheduling changes is under development.
Community Engagement Goals
- The aim is to foster community discussions while exploring deeper insights into delivery management challenges before winter.
Q&A Session Highlights
Participant Engagement
- Attendees are encouraged to ask questions directly during the session, enhancing interaction and clarity on discussed topics.
Courier Status Inquiry
- Questions arise about whether users can see if a courier is handling multiple orders simultaneously; current processes are still being refined.
Order Tracking Features
- ((https://example.com)) Users will only see estimated arrival times until couriers start delivering specific orders; tracking visibility remains limited until then.
Delay Notifications Strategy
- ((https://example.com)) The rationale behind notifying customers of delays focuses on reducing frustration by proactively communicating expected wait times.
Data Sources for Delivery Time Calculation
Overview of Data Sources
- The discussion begins with the identification of various data sources used to calculate delivery times, including paid services like 2GIS and Yandex that account for traffic conditions.
- In addition to paid services, there are free data sources that provide historical statistics on delivery times, which can be useful when real-time data is unavailable.
- These historical statistics help estimate typical delivery times based on patterns observed over many years and days.
Challenges in Real-Time Data Acquisition
- A question arises regarding SMS notifications in case of issues with geodata, indicating a need for clarification on the nature of the problem.
- The speaker suggests that if a customer has connectivity issues, SMS notifications could be beneficial but currently do not exist as an option.
- The cost of SMS notifications is highlighted as a significant concern due to high rates charged by some operators.
Testing the Logist Application
Invitation for Testing
- Participants are encouraged to test the Logist application by sending a specific keyword to a bot linked to the webinar notification.
Authorization Cost Reduction Strategies
Impact on Authorization Costs
- A question is posed about how authorization costs have changed after implementing new methods; it’s noted that conversion rates were initially low.
- The conversation shifts towards motivating users to adopt these new authorization methods, emphasizing visual aids like slides for clarity.
Goals and Outcomes
- The primary goal behind introducing new authorization methods was to reduce costs while increasing data collection without lowering conversion rates.
- It is reported that conversion rates remained stable post-changes, with only minor fluctuations observed.
Mobile ID Implementation
Role of Mobile ID in Authorization
- Mobile ID serves as an additional method for user authentication but does not constitute the main source of authorizations; it complements existing systems effectively.
- Users familiar with Yandex or VK find Mobile ID convenient since it allows seamless access through one click if they are already logged into those platforms.
User Experience Considerations
- While Mobile ID covers approximately 80% of scenarios successfully, fallback options such as traditional SMS codes remain available when necessary.
Conversion Rates and User Scenarios
Maintaining Conversion Rates
- There have been no losses in conversion rates despite changes; instead, more data is being collected through improved processes.
Alternative Authorization Methods Usage
- Most traffic still comes from Mobile ID authorizations (around 60%), while alternative methods like Sberbank and social media contribute about 10% each.
Discussion on Marketing Tools and Client Feedback
Overview of Client Experiences
- The speaker expresses a preference for hearing case studies, noting that one client views the marketing tool positively while others have shared more negative feedback.
- A request is made for additional examples to potentially reassess the tool's effectiveness in future plans.
Analytics and Reporting Insights
- A question from Alexander regarding whether delivery was temporarily paused or permanently disabled leads to a discussion about analytics.
- Reports highlight points where services were most frequently unavailable, allowing further analysis with Customer Success Managers to determine downtime percentages.
Data Privacy and Dashboard Concerns
- Clarification is provided that there is no shared dashboard among clients; data privacy is emphasized as they do not share individual client data.
- The company aggregates data internally to identify patterns without disclosing specific project details or revenue figures.
Automation and Integration Features
Current System Capabilities
- The current system integrates orders from various sources, including starters and aggregators, but does not yet support custom integrations outside of existing platforms like Ayka.
- Future updates may allow integration with other applications beyond Ayka, but these will require separate discussions due to their custom nature.
Apology Mechanisms for Delays
- There are manual mechanisms in place within the CRM for compensating guests for delays or complaints, with thoughts on automating this process discussed.
- Plans are mentioned to implement automatic compensation systems based on delay thresholds in future updates.
Kiosk Mechanics and User Experience
Beta Testing Insights
- The team is currently beta testing kiosk mechanics, gathering user experience data to understand restaurant needs better.
- An invitation is extended for further discussions on kiosks, encouraging participants to reach out if interested.
Authorization Methods Discussion
- Questions arise about authorization methods; it’s noted that while certain methods are included in pricing plans, technical adjustments can be made through support if necessary.
Closing Remarks and Future Engagement
Final Questions and Feedback Request
- Participants are invited to ask any final questions related not only to delivery but also marketing aspects before concluding the session.
Appreciation and Next Steps
- Gratitude is expressed towards attendees; encouragement given for engagement through chat reactions as well as following up on future sessions.