A seamless post-order experience is critical in managing customer emotions while they wait for their food to arrive. Whether it’s excitement, anticipation, or frustration due to a delay, keeping customers informed plays a vital role in their overall satisfaction. However, maintaining consistency in this experience is a significant challenge—especially for Swiggy, which operates not only with its own delivery fleet but also through the logistics networks of India’s largest national food brands.
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The Problem:
Many national food brands operate with their own in-house tech ecosystems that do not integrate seamlessly with Swiggy’s app. This creates a gap, particularly when customers are unable to track their delivery rider’s location in real time.
For a customer, not knowing where their order is can lead to anxiety, frustration, and an increased number of support queries—especially when delays occur. A lack of visibility can erode trust, making it essential to provide real-time updates that reassure customers and enhance their overall experience.
The Solution: Brand Integration Initiative
To bridge this gap, Swiggy launched the Brand Integration Initiative, collaborating closely with product and tech teams from partner brands to develop a robust API suite that enables seamless real-time data sharing.
With this solution:
- Consistent Tracking Experience – Customers can now track their orders in real time, regardless of whether the delivery is handled by Swiggy’s fleet or a partner brand’s logistics network.
- Reduced Anxiety & Increased Trust – Providing precise updates and delivery ETAs keeps customers informed, reducing frustration and uncertainty.
- Improved Operational Efficiency – With real-time data synchronization, customer support teams handle fewer queries related to order status.
Impact & Results:
- Lower Customer Support Queries: The initiative has significantly reduced incoming ticket requests related to order tracking and delays.
- Enhanced Customer Satisfaction: Customers now experience a transparent, reliable, and stress-free post-order journey, leading to stronger brand loyalty.
- Stronger Brand Partnerships: Swiggy’s collaboration with leading food brands has created a more unified and efficient food delivery ecosystem.
The Team Behind This Feature:
Prateek Jain- Principal Product Manager
Prateek noticed that customers felt anxious when they couldn’t track their orders from partner brands. Swiggy operates with its own fleet and external logistics networks, but lack of integration made tracking inconsistent, leading to frustration during delays. Prateek and team saw an opportunity to solve this by building a brand integration, enabling real-time data sharing with partner brands. Now, no matter the restaurant, customers get a consistent and transparent post-order experience.
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