Swiggy CRM for Business Growth & Customer Satisfaction.pptx

Swiggy CRM for Business Growth & Customer Satisfaction.pptxSwiggy CRM for Business Growth & Customer Satisfaction.pptxSwiggy CRM for Business Growth & Customer Satisfaction.pptxSwiggy CRM for Business Growth & Customer Satisfaction.pptxSwiggy CRM for Business Growth & Customer Satisfaction.pptxSwiggy CRM for Business Growth & Customer Satisfaction.pptxSwiggy CRM for Business Growth & Customer Satisfaction.pptxSwiggy CRM for Business Growth & Customer Satisfaction.pptx

1. Case Study- Swiggy CRM for Business Growth & Customer Satisfaction

2. Background Hyperlocal food delivery business Swiggy was founded in August 2014 by Sriharsha Majety , Nandan Reddy, and Rahul Jaimani . Since then, it has come a long way! It began operations in the Koramangala , Bengaluru with just 25 restaurants and 6 delivery executives on its platform. Within one year, the operator expanded its operations to 11 areas in Bengaluru , following which it launched operations in Gurgaon and New Delhi with tie-ups with 300 restaurants and over 1,000 orders daily. In 2016, the operator, launched operations in all the major cities across India despite stiff competition from Zomato . The same year, Swiggy Express was launched, a service that offers chef-made meals in less than 20 minutes. With tie-ups with more than 5,000 restaurants, the operator employed over 3,000 delivery boys and monthly order deliveries reached 1 million. By December 2021, the company raised fresh capital of USD1 billion, the biggest ever funding round in India’s food-tech sector, from existing as well as new investors. Naspers and Tencent Holdings are two of the company’s major investors. Following this funding, the company’s valuation reached USD3.3 billion.

3. Chatbot After having tested third-party messaging/chat software in 2018, which enabled customer care executives to chat with customers, Swiggy found that it had to go above and beyond just chatting with customers. The operator found that 70% of its customers were more comfortable communicating via chat as opposed to a phone call. However, Swiggy experienced rapid growth and expansion to over 200 cities the same here, which resulted in a 10X increase in the number of conversations with customer on a daily basis. This created the need for a more sophisticated system that not only enabled Swiggy customer care executives to chat with customer and resolve grievances, but also gather customer data, ordering trends, and other information that could be analysed later by the company’s internal data science and analytics team to improve customer experiences.

4. 1. Customer Segments of Swiggy The customer segments of Swiggy include those  people who do not wish to go out  to restaurants and eateries to buy food. People who want to  order food online  and  want to get it delivered  at their doorsteps are the  principal customers  of Swiggy . After its  recent business expansion , people who want to buy and get other products delivered from nearby shops and stores of  groceries ,  pharmacies ,  electronics ,  flower shops  and  gift shops  in the city are also Swiggy’s customers. Few examples  of stores currently available on Swiggy platform are  Sodhi   Super Marche ,  Garg Dastak ,  Best Basket  and  V.M Retail .  

5. 2. Value Propositions of Swiggy . Swiggy has  no minimum  order requirement for delivery which is why it often receives orders amounted to  less than Rs. 100 . It is the reason for Swiggy scaling up to  14 million  orders per month. Easy access to customers  on Swiggy’s app is the main value proposition offered to restaurant partners on the platform. Also, partner restaurants that join Swiggy’s Access can save up to 25% of their operational costs.  Swiggy Stores  deliver groceries, flowers, medicines, and other things to the doorstep of its customers within an hour. Swiggy Go  – It offers instant pick & drop services used by customers to send packages, lunch boxes to their kids, documents to the office, and parcels anywhere across the city. Also, customers can use Swiggy Go services to drop laundry or fetch forgotten keys.

6. 3.Digital Wallets Paytm –  Pay through your Paytm  account and enjoy plenty of wonderful offers and food deals. PhonePe –  Get the ultimate convenience by paying through PhonePe , the simplest digital wallet for online payment. Freecharge –  Swiggy has also included Freecharge as an online payment method to facilitate its customers efficiently. Mobikwik –  Now you can collect SuperCash through Mobikwik’s offers. So, get ready to avail amazing benefits on many services.

7. Cards Credit and Debit Cards –  Via Swiggy’s net banking facility, you can use any debit and credit card. Plus, you can also avail great offers on them, and you can even save your card details for your future payments. Sodexo Meal, Ticket Restaurants Meal & Zeta Food Card –  Got these meal cards? Great! Use them on Swiggy for your food orders.

8. Others LazyPay –  Pay now or pay later for your meals, LazyPay is here on Swiggy for you to handle your lazy moods of payments! Cash-On-Delivery –  Old is gold, isn’t it? Pay for your Swiggy orders in cash if that is more convenient for you. Another value proposition is its  delivery competency . Its fleet size increased to  45,000  delivery personnel. It has over  20,000  active restaurant partners on its platform. It’s operating in 8 cities and has even launched a central  kitchen base  facility for various restaurants. Swiggy has more than  a million  app downloads.

9. Customer Relationships of Swiggy Swiggy has positive customer relationships. It provides  24/7  active customer support to help customers anytime, anywhere. It uses ‘ Customer Support Chat ’ services. It also has active  social media pages  where it responds promptly. To stay in touch with its customers and partners, it has developed excellent  rating ,  review ,  and feedback  systems.

10. Channels of Swiggy The channels of Swiggy are  mobile app ,  websites , and  digital marketing . Its mobile app is available on both Android and iOS . In 2019, Swiggy launched  Swiggy Stores  and  Swiggy Go  to expand beyond food delivery.

11. Key Resources of Swiggy As it has partnerships with local restaurant and shops, its main resources are  local partners . To name a few,  Biryani Blues ,  Keventers ,  BombayKery ,  Wok Paper   Scissors , and  Yogisthaan  are the bestselling restaurants at Swiggy . Other key resources are  delivery providers  and its own human resources to manage administrative and technical operations.  Technology  is another resource it uses to operate its apps.

12. Key Activities of Swiggy

13. Key Partners of Swiggy Restaurants and shops –  Restaurants who wish to have food delivery services to provide customers with food on-demand. Other than eateries, key partners of Swiggy are shops (like pharmacies, groceries, etc.) who wish to offer their own products and services as Swiggy’s partner. Grocery Stores  like  Sodhi Super Marche ,  Garg Dastak , and  Best Basket  are few of the Swiggy partners. While it is now on the exploratory talks with many online pharma players like  MedPlus ,  Medlife ,  PharmEasy , and  Myra  to partner with them.    Instagram  – Swiggy recently partnered with Instagram allowing businesses to share  Instagram’s food order sticker  on their stories with customers. Users can tap on the stickers to place similar orders using Swiggy’s website.

14. Delivery providers  – These are the delivery suppliers. They can be full-time or freelancers who wish to work and earn some extra money. For the first 4 km, Swiggy pays delivery boys Rs. 4 per km. It then pays Rs. 6 per km after they have traveled 4 km. Besides, they are paid an additional Rs.20 in unseasonal weather like rainy days. Also, Incentives are given on the basis of productive performance.  

15. Cost Structure of Swiggy Swiggy has to incur costs and expenditures for its day-to-day functions. Its major cost sources are: Payroll expenses for its employees and delivery partners. It also includes incentives and benefits which Swiggy offers to restaurants. For example, giving a commission of about  2- 3 %. Costs of application and website development Running costs and maintenance charges Administrative, advertising, and marketing costs Additional costs in terms of promotional offers and benefits given to customers Kitchen base-like facility setup and maintenance costs Returns, refunds, and miscellaneous expenses

16. Revenue Streams of Swiggy