The big players of Indian E-commerce are doing great and trying every possible way to get maximum user response on their sites. Are they succeeding? I think they are. After all they are heavily funded to attract the customers. Will they continue to succeed? That’s the real question. These funding are not going to continue for long so what remains will be user experience and using their services does not make me a happy user.
In the process of expanding they are failing to focus on very important aspect of customer retention – User experience. I think they do think about it but in a different way. Recently Foodpanda came up with a great weekend discount – ‘Get Rs 300 on order of Rs 450’. The response was as expected or probably more than that. Restaurants were getting over booked by 9 pm and then closed with no further order and in some cases they had to cancel some orders which were booked, neither the restaurants were prepared nor Foodpanda(the app as well as website crashed at peak hours). The basic rule for anything you do in business is to be prepared for worst case scenarios. They were not and the sad part was this was not the first time. Same scenario happened 2 weeks back.
Giving such huge discount is the only job that these big players have? This weekend I spend nearly 4 hours trying to order food and after 4 unsuccessful transactions I finally gave up. I guess they are trying for user experience but with different meaning because what I got was worst user experience. Who likes to spend so long ordering food on weekend?
Does simply sending bulk apology mail or sending the bouquet makes user happy? Not me. It’s like you invite somebody for dinner, once they waited for few hours you tell them there is no food for them and once they are gone, you send a sorry mail. Does this make any sense? I think instead of spending investor’s money on heavy discount they can give moderate discount and better user experience. I would prefer Rs 50 less discount but at least I should get what I want to eat. Let less people come and order but at least they will be going happy, instead calling everyone for the party and sending them with no food.
Foodpanda is not alone – even Flipkart is doing something great as part of its marketing. Here is how things went with my friend last week. At 11.58 am it showed – Out of Stock and after 12.15 pm he was not a registered user. He did registered and even got a mail from them with instruction. Are these companies playing some game with their customers?
Now the big question in front of these companies is – Do they want huge unsatisfied user base or large satisfied and happy users.
P.S – This is written from a user perspective not a critic.
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