Case Study

Summary

Swiggy’s success depends heavily on one thing – communication between all the relevant
stakeholders. In an operation heavy business, the trick is to strike the right balance between
maintaining productivity while keeping the cost low.

Here’s where Exotel comes in.

Using Exotel’s cloud telephony services, Swiggy was able
to redefine the entire customer experience. Swiggy's entire
business model revolves around interactions between the
customers and delivery agents. Therefore, getting in touch
within a specific timeframe is the key to running their
business operations efficiently. Exotel helped Swiggy focus
on productivity by taking care of their communication
operations. The value added features revamped the
customer experience on Swiggy.

About Swiggy
Swiggy has redefined food ordering and delivery in India. Started in August 2014, Swiggy was inspired by the
thought of providing a complete food ordering and delivery solution from the best neighbourhood restaurants.
Tailored for the urban foodie, Swiggy has one of India’s largest delivery fleets to pick up orders from restaurants
and deliver it to customers.

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Exotel & Swiggy

Objectives
Running their day-to-day business via phone calls through a platform that
they could easily track, scale and rely on.

Safeguarding Customer privacy.

Weed out bogus COD orders

Swiggy deployed Exotel for following Challenges

Problem: Notifying the restaurant about the order without any delays
When an order is placed, restaurants sometimes don’t realise that they have a new order waiting. To avoid any
delays, Swiggy’s team reminds restaurant about new orders as they come in. But manually calling and confirming
every order with the restaurant is not a scalable solution.

Solution:
Automated Calls to avoid manual effort

Exotel’s Automated calls feature helped save effort and cost

spend on manual work. When an order is placed, the restaurant
gets an automated call with the order notification. This automated
call helps reduce delivery delays.

Problem: Safeguarding customer privacy during delivery

The delivery person calls the customer in a few instances – problems with finding the address, to inform the custom-
er once they reach the location or if there are any unexpected delayed. While all of the above are legitimate circum-
stances, this also means sharing the customer’s phone number with the delivery agent which may raise questions
about customer privacy.

Solution:
Number Masking using Exotel to protect the
customer’s privacy

Number masking allows the agent to reach the customer over a

call in case they need to without having access to their phone
number. The delivery person clicks on the call button in the
Swiggy app. Based on the order number, the call is connected to
the right customer by Exotel’s system.

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Problem: Bogus COD orders
Cash on delivery orders are always tricky. It is also one of the leading sources of operational loss due to cancellations
and bogus orders.Sometimes, the orders are refused after a delivery agent shows up with the food.

Solution:
Automated IVR call for confirmation

When a COD order comes in, Swiggy places an automated IVR call via
Exotel. Based on the IVR prompt, the customer is required to confirm
the order by pressing the relevant key on his dial-pad.This additional
confirmation step helps weed out bogus orders.

Problem: Hiring Delivery Personnel

Hiring delivery personnel is a task that is not easy. It also is an ongoing activity for the Swiggy team. The demand for
delivery personnel is always high.

Solution:
Automated screening over an IVR call
Question 1?

Technology may not always seem like the first choice to solve problems in
Question 2?
areas like hiring and marketing. But, at Exotel, we have seen how simple
Question 3? tech solutions can solve seemingly large problems with ease. The
demand for delivery personnel is always high. So, once they procure a list
Question 4?
of potential candidates, an automated call with a few relevant questions
is a simple way to assess interest levels before going forward.

Result

Automated calls have helped Swiggy in increasing their service levels and in reducing costs since
there is no need for any manual intervention.

Number masking helps Swiggy provide a seamless experience to customers by ensuring that they
never compromise with their customer information.

Tracking calls have enabled Swiggy to reduce unnecessary calls happening between a delivery
executive and a customer.

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Swiggy speak

A lot of our products and processes are built with the help of data. We use Exotel dashboards
and data to understand more about different interactions in the system. We also get to keep
track of how much we are spending on these interactions. For instance, by tracking calls, we
have been able to reduce unnecessary calls happening between a delivery executive and a
customer.The end goal is to use calls efficiently and only where necessary. We continue to work
towards reducing unwanted interactions in the process

Rajkishan
Operations & Strategy, Swiggy

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