“Delighted was a pretty big arrow in the quiver – that’s for sure.”
Kitchens are a hot and frantic place – especially when you’re delivering meals across a city to waiting, hungry customers. Meals-on-demand app Munchery must coordinate their chefs, drivers, and software developers in one motion to ensure everyone walks away from their experience – especially that first one – with a broad smile.
That requires feedback. And lots of it. Munchery uses Delighted to measure everything from major branding changes, to each step of meal production and delivery. All the feedback – good or bad – is shared across the company. Because Munchery measures each meal, and knows who prepared them, even the chefs know how each other are performing.
“If the guy to your left has issues, you should know about it to help him out,” says Munchery co-founder Conrad Chu.
While the company has its own analytics tools, Delighted functions as the analytic center of gravity. Internally, “We call it the ‘Wow Metric’,” Chu says.
First impressions are always critical, but when it comes to a meal – dinner for a tired soul after a grueling day of meetings or a busy parent without the time to cook – there are no second chances.
“It all starts with Delighted.”
The meal must be delivered on-time, and served hot and delicious. Customers must walk away from that first experience thinking of Munchery as a suddenly-indispensable part of life – Munchery has to deliver that “Wow!” factor.
“The first time customer is a very special customer,” Chu says and Delighted informs his team exactly how each of those first experiences went.
Munchery uses Delighted to measure everything from major branding changes, to each step of meal production and delivery.
Munchery drills down to see their scores for various keywords. For instance, price and quantity of food are two critical measurements a consumer makes when gauging their experience. Munchery tracks keywords like “expensive” or “portions” and, if need be, follows up with customers or evaluates changes for the entire process.
If Munchery notices that Delighted is surfacing customer issues, “We have meetings on it,” Chu says.
Delighted created a “constant customer voice”
In 2013 Munchery underwent one of the diciest processes for any business: a complete overhaul of its brand. The company re-imagined and re-engineered everything, from the website, to the meals, to the drivers, to the mobile app, to the packaging of each delivery.
“It was a complete transformation of the company,” Chu says.
With Delighted the teams could monitor the reaction to the different changes in realtime. For instance, Munchery decided to move to biodegradable packaging. This was no simple task and Delighted created a “constant customer voice” reaffirming the decision as a good one, remembers Michael Schaecher, one of the marketing leads at the time.
With a strong integration with Delighted’s API, Munchery created their own mashups of metrics and were able to make assessments down to the per-dish level. That granular view allowed them to prioritize changes and fixes. But even with Munchery’s home-built metrics, Schaecher says Delighted’s dashboard was critical: “The user interface is so good that people were still logging in to Delighted even though they had the data in their own dashboard.”
With Delighted the teams could monitor the reaction to the different changes in realtime.
Delighted helped Schaecher and team isolate a key factor that worked in Munchery’s favor: people have staggeringly low expectations for delivery times. Munchery saw this as an opportunity to impress those first time customers. “People would say ‘Wow, it did arrive in that window!’” Schaecher says. And in monitoring the efficacy of operational improvements, “Delighted was a pretty big arrow in the quiver – that’s for sure.”
Munchery has since skyrocketed. In April it raised nearly $30 million in funding and Chu echoes the sentiment of Delighted as a critical arrow in the quiver for the growth. The Delighted dashboard “gives us that human perspective,” he says.
Chu laments the pre-Delighted years when the company sent their own surveys and attempted to aggregate the feedback – the surveys “didn’t do anything.” Numerical scores, while easy to aggregate, don’t provide the human picture of the good and the bad. Knowing how to tweak a product and operations relies on unlocking qualitative feedback, when customers can just speak their minds.
The Delighted dashboard “gives us that human perspective.”
Now Munchery support follows up with every customer who wasn’t ecstatic about the service. Delighted’s not only made that possible, but optimized that workflow.
No customer slips through the cracks, Chu says: “It all starts with Delighted.”
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