UTKONOS VS. AZBUKA VKUSA
WHICH COMPANY IS BETTER ON GOODS DELIVERY MARKET?
CUSTOMER JOURNEY
AND POINTS TO BE CHECKED
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2
3
4
5
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7
DELIVERY MOMENT
Assessment of couriers and package of goods, delivery contents check, partial goods return
READ
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9
RETURN OF GOODS
Which difficulties can you face if you want to return the goods after delivery?
READ
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LOYALTY PROGRAM
What motivates clients to continue using the service and recommend it to others
READ
1
FIRST IMPRESSION
Website and apps look & feel during the first moments of usage
- The main page is full of various discounts. The impression is that there are too many of these
- No landing page in English is available
- Banner with new customer benefits and delivery instructions is only visible before the signup, but not when a client does their first purchases
- Also, this banner contains 3 advantages, while 2nd and 3rd are duplicating
- Utkonos delivery advantages are broken down into 2 parts, with 2nd part located in the very bottom of the website
- Phone numbers are easily accessible in the header
- Moderated customer feedback is also available on the main page
APP
- Apart from Azbuka Vkusa, Utkonos has single app
- The structure of pages in the app mimics that of the website which makes the navigation easier
- The main page not only contains discounts, but also presents various additional services: express menu, catering, gift cards, flowers delivery, etc.
- There is a separate landing page in English for foreigners
- Intuitive delivery process instructions are present only on English landing page, but not on the main page in Russian. Why?
- Azbuka Vkusa advantages are also located in the very bottom of the website
- Customer support phone numbers are only available in the footer
- There is no customer feedback available on the website
- Azbuka Vkusa has 3 apps: Azbuka Vkusa, Express Menu and Vkusomania. This is not quite convenient
- On first login, the app shows nicely looking on-screen tips showing how to start the purchase, which is helpful
2
SIGN-IN VIA SOCIAL NETWORKS
Assessment of process simplicity and review of associated pitfalls
- Sign-in via social networks works well both on the website and in the app: you can easily sign-in within 2 clicks and start the purchases
- When visiting the website again, you do not have to enter login and password - everything is done automatically
- However, the key information (email, first name, last name) is not pulled from social networks automatically and you have to enter it manually
- On the website, sign-in via social networks is available, but active session time-outs occur quite frequently and every time you have to sign-in again
- Azbuka Vkusa Express Menu (express food delivery) website requires authentication separate from the main website - why?
- App does not support sign-in via social networks: having started purchasing on the website, you will not be able to complete the process on your smartphone
- Azbuka Vkusa Express Menu supports sign-in via social networks, but it does not work: when trying to sign-in, the app crashes
- When you try to sign in via social networks on Azbuka Vkusa Express Menu web page, it requires 7 data types, instead of standard name, email and phone number
3
SEARCH AND CART
Review of useful, as well as useless features of the website on this stage
GOODS SEARCH
ADDING GOODS TO CART
- Search functionality works well: when entering a keyword, auto-suggest immediately shows goods with prices and links to related categories
- You can apply multiple filters, however goods cannot be filtered by caloricity
- There is no automatic load of next products when scrolling to the bottom of the page within the catalog
- On product pages, the categories of goods (gluten-free, vegetarian, etc.) are duplicated
- When viewing recipes, you can purchase all ingredients within 1 click - such shortcuts are quite convenient
ADDING GOODS TO CART
- You can add a good to cart or favorites within 1 click directly from the catalog. If you need to add several pieces of good, "Add more" button will appear exactly on the same place where "add to cart" button was
- Your order is always in front of your eyes in the right part of the page. Against each selected good, there are "Add more" buttons, so you do not have to search for a good again if you need to add one more piece
- You can create the lists of favorite goods. But if you have several lists, after adding goods to favorites, you have to go to favorites menu and manually allocate these to the lists
- In order not to forget anything, you can use "purchase lists" feature which also searches for goods based on the keywords for each item in the list. But, despite the statement on the website, app synchronization does not work
- In the shopping cart, the goods are grouped by categories - this is convenient. But if you have to remove the good from the cart and save it for future purchases, there is no such functionality
GOODS SEARCH
- On the website, you can choose goods meeting specific nutrition needs: kosher, halal, etc.
- There is a filter to search for dietary goods, but no filter for caloricity
- Same as in Utkonos, automatic page load does not work when you scroll down to the end of catalog page
- If you've got the product available at home / in the grocery store, you can capture it in the app and add to favorites
- You can add goods from catalog to cart within 1 click, but if you need to add more than 1 piece of a good, apart from Utkonos, you will have to move your mouse to a different area of the screen
- List of goods in the cart is always visible, but it does not contain "Add more " buttons against each good
- You cannot add goods from catalog to favorites within 1 click - each time you have to go to the good page. When trying to add a good to favorites, it does not work - this good does not appear in the list
- There is no functionality of purchase lists similar to the one developed by Utkonos
- You can move goods from cart to future purchases - this is convenient
- When adding recommended goods on the cart page, total amount of purchase is not updated and you have to refresh the page
4
DELIVERY BOOKING
Costs, timing and geography of delivery, contact details input interface
DELIVERY TERMS
- 24/7 delivery with 2-hour slots
- Closest delivery slots are only next-day (in 19-20 hours time)
- Delivery coverage: only within Moscow large circle
- Delivery cost starts from RUB 49 (for purchases starting from RUB 6.999) to RUB 299 (for purchases starting from RUB 1.500)
- Free delivery starting from RUB 7.000 purchase amount
- One of Utkonos advantages is a network of 600+ pickpup points (food boxes) with free delivery and minimal order of RUB 250
- You can easily enter the address both on the website and within the app: street by keyword, building, apartment, floor, comments
- Multiple addresses can be added for goods delivery, including addition of addresses during the check-out
DELIVERY TERMS
- 24/7 delivery with 2-hour slots
- Closest delivery slot is within just 4 hours. Express Menu is delivered within 1.5 hours
- Delivery coverage - the whole Moscow region
- Delivery cost starts from RUB 150 for order amount of RUB 2000 within Moscow circle road to RUB 750 for orders starting from 1500 in the most distant point
- Free delivery for orders starting from RUB 3000 (within Moscow circle road) / from RUB 10.000 (to most distant delivery point)
- Multiple delivery addresses are also supported
- When typing address on the website, you have to enter street and building within 1 field which is less convenient than entering details in 2 separate fields
- In Azbuka Vkusa app you can select only building number - neither apartment, nor floor, nor intercom number - has it been done deliberately?
5
ORDER CONFIRMATION
Minimum delivery cost, methods of payment and pitfalls in the process
COST AND METHODS OF PAYMENT
- Minimal purchase amount: RUB 1.500. Including delivery - RUB 1.799
- You can pay with credit card on the website, cash and credit card upon delivery
- As stated by helpdesk, not all deliverymen support PayPass, and you have to alert Utkonos about your willingness to pay via PayPass explicitly in comments to the order
- You can specify the type of receipt, type of order status alerts, delivery without ringing in the doorbell and delivery in the earlier time slots
- When paying for bulk goods on the website with credit card, maximum possible price for these goods is displayed. After the delivery, the difference b/w maximum and actual price is returned to your account
COST AND METHODS OF PAYMENT
- Minimal purchase amount: RUB 1.000. Including delivery - from RUB 1.350 to RUB 1.750 depending on delivery address (lower that that of Utkonos)
- You can pay with credit card on the website, with cash, with credit card or via PayPass upon delivery. Vkusomania (loyalty program) bonus points can also be used for payment
- PayPass is supported by all deliverymen
- You cannot specify any preferences when checking out
- When purchasing bulk products and paying with card on the website, you get alerted that extra 5% of purchase amount will be blocked for certain period of time
6
WAITING TIME
Level of flexibility in order changes and delivery process alerts
ORDER CHANGES FLEXIBILITY
- You can change the order only 20 hours before the delivery
- Prepaid orders cannot be changed
- You can check the order easily on the website in "My Orders" category
- You can also track how many orders are still in the queue before deliverymen will head to your address, as well as where delivery car is now
- Deliverymen phone number is available you can contact them at any time
- Deliveryman called 30 minutes before the delivery. There were no extra alerts about delivery status, though I had the app installed
- Deliveryman did not have any comments about address change which I have submitted to helpdesk straight after I've paid for the order
- The issue with missing client comments can also appear in the case with "Contact the driver" button in your account on the website, as with its help you can enter comments only after you have completed the order
ORDER CHANGES FLEXIBILITY
- You can change the order 4-5 hours before the delivery time
- It is not quite intuitive that, when checking current/future orders on the website, you have to go to "Orders history" category
- You can see the location of the car only when it is heading to your address. Location data is updated only every 15 minutes
- Driver's contact details are not provided in advance
- Deliveryman also called me in advance
7
DELIVERY MOMENT
Assessment of deliveryman and package of goods, delivery contents check, partial goods return
HOW GOODS WERE DELIVERED
- Delivery cars are branded and nice-looking. Affable driver was in branded uniform
- The first delivery, as expected, was free
- Despite my request in comments not to ring in the doorbell, the deliveryman still did it
- Goods of different types were packed in separate bags
- The bags themselves were not branded
- Apart from goods, packing list and receipt there no extra items in the bags: coupons, free samples, marketing collateral
- My efforts to refuse the delivery of certain goods were successful. The deliveryman told that the money will be transferred back within 3-4 business days
- If there is no good in the moment of assembly, an analogue good is placed, which you can refuse to accept. No other related features are in place
HOW GOODS WERE DELIVERED
- Delivery car was not branded. Overall, in the center of Moscow I see Utkonos cars much more often than those of Azbuka Vkusa
- Deliveryman was also in branded uniform and thanked me for choosing Azbuka Vkusa
- Packs were branded and contained the phrase "20 years of love"
- As expected, I was presented with my first-purchase gift
- I also expected to receive a loyalty card (Vkusomania), but it was not delivered. It turned out that I had to request this explicitly in comments to the order
- There were no problems with refusing to accept several goods, however the deliveryman could not answer when the money will be transferred back
- In case of missing goods, Azbuka Vkusa calls/ sends SMS in advance, asking if you need to get those replaced
8
QUALITY CHECK
Review of post-delivery feedback management procedure
- Within the packing list, it is explicitly stated that customer service is always on client side and they would highly appreciate if you could provide feedback on the delivery
- I've received SMS requesting for feedback - this is great. But it was 1 day after I have already filled the survey on the website
- The survey itself is simple and does not take more than 1 minute
- After the survey, a pop-up asking to share my feedback with friends appeared, but after clicking on it, the pop-up just closed with no further action
- There was no explicit request to provide feedback neither on the packing list, nor on bags, nor on receipts
- Email requesting to rate the delivery appeared in my inbox only 2 days after the event, and again, it was after I have already submitted the survey
- After I have submitted the survey, a message promising that "someone from Azbuka Vkusa will re-contact me" has appeared, but since then - no contacts from their side
9
RETURN OF GOODS
Which difficulties can you face if you want to return the goods after delivery?
- Food can be returned only in the case of low quality (expired goods, broken package, etc.)
- Non-food consumer goods can be returned, but it would imply a lot of effort from your side: call their office and alert about upcoming return of the product, get to their office in the periphery of Moscow only during the working hours, taking all respective documents with you. The good you want to return should be in a marketable condition, but what to do if it was defective already during the delivery, but you just haven't noticed?
- If after the purchase you are not satisfied with the quality of good, you can submit the return request via customer support (the details of process itself are not disclosed). On the website, it is stated that internal audit will be conducted and and quality will be checked. if the quality proves to be good, the audit expense will be on your side.
10
SUPPORT
Assessment of customer support effectiveness across all contact channels
PHONE
- Answer to my question "Can I pay with PayPass?" was received within 30 seconds
- Request resolution quality check is done immediately after the call via IVR
- During the working hours, it takes a while to get connected to the operator, while there is no "Request Callback" option
- On vk.com, answer to my question "how many hours before the delivery can I change order details?" was received 20 minutes after submission, however it was not clear
- On Facebook, it took customer support more than 50 minutes to answer my question about the replacement for missing products
- Within the app, you can send a message to customer support, but it is implemented in an old-fashioned way of web form submission, rather than a live chat
- Utkonos customer support in Messengers has not been found
PHONE
- I had to wait for the answer to my question "Can I pay with PayPass?" for 3 minutes, however it was quite clear and full
- There was no option to rate customer support after the call
- Similar to Utkonos, there is no feature on the website to order a call-back
- On vk.com, my question "how many hours before the delivery can I change order details?" was answered quite quickly (within 10 minutes) and in a professional way
- However on Facebook, my question about the replacement for missing products took customer support 30+ minutes to respond
- On the website, there is a special dynamic code located close to customer support phone number, which helps the specialist to identify your session and provide support in a faster way
- The drawback is in the length of this code: it is 10 digits long, and you will have to dictate it to the specialist which is not quite convenient
- Also there is a live chat on the website, which is a good point
- You cannot contact customer support via the app: it only contains contact phone number and email
- Customer support in Messengers has not been found
11
LOYALTY PROGRAM
What motivates clients to continue using the service and recommend it to others
LOYALTY PROGRAM
- There is no clearly outlined loyalty program in Utkonos
- Onboarding package for new clients includes free shipping for the 2 first orders and RUB 250 discount for each of 2nd to 5th orders
- Existing clients are mainly targeted with discounts and special offers
- Referral program (bring a friend - get the discount) starts working only after the first 5 purchases
- Customer feedback is posted both on the website and in social networks. Feedback in social networks is always captured and replies are provided
- Throughout the usage period, the app did not request me to rate it in Appstore
- Yandex.Market recommendation requests are sent via email. Posting a recommendation will give you discounts for future purchases
LOYALTY PROGRAM
- Azbuka Vkusa has its own loyalty program Vkusomania: loyalty cards should be delivered with the first order, each purchase brings you bonus points which can be spent on future purchases
- Starting with certain status, the program implies many small nice things like free delivery once a day, 2 tickets to special events, 1 free cup of coffee a day for 1 month, free cake on your birthday
- 1 drawback of the program is that it feels like as if it is separated from the main Azbuka Vkusa business: there is a separate app for the program, in case of any questions you have to dial separate phone number or drop a message to a separate email address
- New clients receive an email with promo code for onboarding gift as part of the first order, however when copying and pasting the code, it gets pasted with space symbols and does not get recognized, so clients have to remove spaces manually
- Azbuka Vkusa also partners with Flocktory: upon your purchase, you receive a discount from one of various partners
- Word-of-mouth boosting mechanisms are quite standard: after the purchase you can share the promo-code with your friends in social networks and receive discounts for their first purchase
- Yandex.Market recommendations requests are sent quite frequently as part of Azbuka Vkusa email communications
BRAND POWER VS. CUSTOMER EXPERIENCE
HOW CAN 200-YEAR OLD BANK MAINTAIN EVER-YOUNG SERVICE MODEL?
SHOULD TAXI SERVICE APP BOTHER ABOUT 360-DEGREE CX?
CUSTOMER EXPERIENCE ASSESSMENT
RECOMMENDATIONS
UTKONOS
- Banner with onboarding package information on the main page should not disappear straight after the sign-up, but remain on the website for the first 5 purchases (active onboarding package period)
- Instead of duplicating 2 of 3 onboarding package advantages, design the 3rd separate advantage, e.g. 1st purchase gift
- If you have English-speaking support over the phone, why not designing a landing page in English?
- Add a simple and easy-to-understand ordering and delivery process on the main page in Russian (similar to the one on English landing page)
- Move customer support phone numbers to the header of the website
- Add customer feedback to the main page
- Are you planning to replace multiple apps with a single app which would combine the functionality of goods ordering, express menu and loyalty program?
RECOMMENDATIONS
UTKONOS
- Fix the bug with contact details not being pulled from social networks during the sign-up process. Currently neither first name, nor last name, nor email are pulled correctly
- Ensure that the website "remembers" client's login details which can be used for auto-login during future visits
- Introduce seamless authentication between the main website (av.ru) and Azbuka Vkusa Express (express.av.ru)
- In Azbuka Vkusa main app, introduce social networks sign-in functionality
- In Azbuka Vkusa Express app, fix the bug with app crashing upon the attempt to log in via social networks
RECOMMENDATIONS
UTKONOS
- As there can be several favorites lists, introduce the feature of adding a good to a specific favorites list when users click on "Add to Favorites" button
- Add the feature of putting products aside for later purchases
- Ensure that bug with no integration b/w the website and mobile app is fixed. Remove corresponding banner from the website temporarily
- Remove the duplication of categories from product pages (vegetarian, gluten-free, etc.)
- Introduce the feature of filtering goods by caloricity
- Add auto-loading of next goods when users scroll down to the bottom of the page in the catalog
- Introduce the feature of adding the product to favorites directly from the catalog rather than from product page-only
- Fix the bug with product not appearing in Favorites after a user adds it to this category
- On product page, ensure that when a user clicks on "Add to cart" button, "Add one more item" button appears in exactly the same area
- Include "Add one more item" buttons in selected products list in the right part of the page
- Add auto-loading of next goods when users scroll down to the bottom of the page in the catalog
- Introduce caloricity filters - this can fit quite well in healthy food trends
- Add automated recalculation of total amount in the cart when recommended goods are added
RECOMMENDATIONS
UTKONOS
- Reduce earliest delivery time period
- Ensure that building number is placed as a separate field when users enter their address - this would improve usability of workflow
- When ordering via Azbuka Vkusa app, add the functionality to specify apartment number and floor, rather than just building number
RECOMMENDATIONS
UTKONOS
- Enhance portable check out devices to fully support Pay Pass. Ensure that clients do not have to ask about this explicitly in comments to the order
- Introduce the feature of setting user preferences during the order: delivery status alerts, preferred communication channel, earlier delivery options, time for advance alert before the delivery moment, whether or not to ring in the doorbell, etc.
- Bulk products prepayment – aren't you planning to follow the example of Utkonos and, instead of stating about the money freeze explicitly, just showing the upper bound of product price and returning the difference between upper bound and actual price to clients after the delivery?
RECOMMENDATIONS
UTKONOS
- Extend the deadline for changes in the order: reduce the time b/w assembly and shipment / enable adjustments of assembled orders
- Duplicate status updates by SMS / push notifications: «order assembled», «shipment started», «we will arrive in X minutes», «we are arriving»
- Print the comments not immediately upon the order is received, but rather when the order is assembled, as clients can add comments to the order after it is placed
- Introduce the functionality of tracking the delivery car from the very beginning and show the number of delivery points which have to be visited before yours
- Show car location in the real-time instead of 15-minute snapshots
- Provide driver's contact details from the very beginning, so that a client could contact him in advance, if needed
- Replace the naming of "Orders history" category with "My orders", as this category also includes current and future orders
RECOMMENDATIONS
UTKONOS
- Brand the bags
- Change the bags to biodegradable (and specify it on the bag – care about the nature is trendy)
- Put customer support phone number on the bags
- Add free inexpensive compliments to each order
- Add a card with service quality statement from client service director with his contact details
- Add marketing collateral to each order (e.g. advantages of orders via mobile app, recent enhancements in service model, etc.)
- Similar to Vkusvill, if the product was available during the check-out, but unavailable during the assembly, this is shop's fault and the shop provides a discount to a similar product
- Brand the delivery cars
- Think of various complements to orders which would make it more pleasant for clients to receive the order (similar to Utkonos)
- Enforce Vkusomania cards delivery monitoring and include these by default for first orders
- Introduce auto-earning of bonus points if the purchase is done using the id linked to Vkusomania account
- Launch similar-good discounts for missing good (similar to the recommendation for Utkonos)
- Manage clients' expectations and inform deliverymen about the terms of money return if a client refuses to receive a part of order
RECOMMENDATIONS
UTKONOS
- Currently most of smartphones support QR-codes by default - add a QR code containing the link to quality-check survey on any medium within the delivered order (customer service rep business card, flyer, packing list, etc.), so that clients could take a photo of this code and submit the survey straight upon delivery
- The trigger for SMS with feedback request should not only be the delivery itself, but also incomplete survey to ensure that clients do not get an alert again after they provide feedback
- For mobile app users, introduce the functionality of instant delivery feedback requests based on push notifications, so that they could provide feedback straight upon delivery
- Check if "Share with friends" button which appears after feedback survey, works correctly
- Introduce the feature which would help deliverymen to confirm the fact of the delivery straight after the event - currently receipts and surveys arrive with 1-day delay
- Expand transactional feedback aggregation to cover wider range of touchpoints: website, app, delivery itself, customer support requests (phone, email, social networks, live chat)
- Before sending the surveys, ensure that these are sent to clients who have not provided their feedback yet
- For mobile app users, introduce the functionality of instant delivery feedback requests based on push notifications, so that they could provide feedback straight upon delivery
- Ensure that customer service contacts users at most the next day if delivery rating was low. Despite low rating from my side, nobody got back to me
- Introduce QR-codes for feedback aggregation (similar to the recommendation for Utkonos)
RECOMMENDATIONS
UTKONOS
- Introduce the option of returning non-food consumer goods during the delivery of the next order
RECOMMENDATIONS
UTKONOS
- Add call-back functionality on the website and from the app
- Replace feedback form in the app with more convenient live-chat functionality / create customer support accounts in Messengers and place links to these in the app / on the website
- For social networks, use the services which aggregate incoming messages from various social networks in one account and set strict response targets for customer support via this channel
- Manage clients' expectations by leverating auto-reply functionality (out-of-office) for Facebook page
- Reduce resolution time by loading the base of frequently asked questions with answers into Facebook Messenger. Instead of typing, specialists will be able to choose from a set of template responses and adjust these if needed
- Reduce the length of session identification code on the website to ensure that clients do not have to dictate 10-digit code to customer support
- Add call-back functionality on the website / in the app
- Social networks / messengers - recommendations similar to Utkonos
RECOMMENDATIONS
UTKONOS
- Launch your own loyalty program and develop partnerships network (Vkusomania+Tinkoff is not a bad example)
- Think of joining one of partner discount platforms like Flocktory
- As part of loyalty program, design the techniques which would motivate various types of feedback-related customer activity: posting of feedback in social networks, commenting/liking company posts, participation in surveys, rating the app, etc.
- Remove the mandatory condition of 5 purchases before a client can start bringing friends and getting discounts
- Onboarding gift: remove the bug with spaces in promo-code which prevent from easy submission of the code on the website
- Start working actively with feedback and recommendations: switch on the functionality of feedback in Vkontakte and Facebook, start posting customer feedback on the website (including famous people)
- Motivation for customers to submit feedback - similar to recommendations for Utkonos
