Last year, we released our inaugural Rakuten Ready Time Study with a look at real-time customer Order for Pickup experiences across Retailers, Grocers, and QSRs. We covered different pickup types such as in-store pickup and curbside pickup. The study identified the brands that were winning (and losing) the customer experience battle with online Order for Pickup, especially when it came to wait times.
The new Rakuten Ready 2020 Time Study will be released in early September, but we wanted to share a sneak peek from this year’s study of some of the insights and learnings that impacted customer satisfaction scores (or CSAT) across brands.
So while there was a lot of disruption in the economy, there has never been a better time to measure customer satisfaction than when more people than ever are ordering for pickup.
While we were surprised to see more consistent pickup experiences and customer satisfaction scores than expected due to COVID-19, we were not surprised to find that the attribute with the strongest correlation to customer satisfaction was wait time.
However, it wasn’t just wait times that impacted customer satisfaction, since for some brands, even when the wait time was long, we saw a minimal impact on CSAT scores.
So what does that mean?
Our study data highlighted that the attributes highlighted below are also critically important to the pickup experience when it came to overall customer satisfaction:
1. Easy Process
Consumers want to know what to expect and to be as safe as possible when venturing out to pickup an order or grab takeout. Brands that clearly communicate, especially pickup instructions, and have an abundance of on-site signage, dedicated pickup parking spots and/or dedicated check-in areas tended to have higher CSAT scores.
2. Brand Loyalty
Brands that were focused on connecting with their customers to build loyalty before COVID-19 have seen it pay off in 2020. It has created empathy with their customers who understand how difficult it has been for their favorite brands to react and adjust so quickly to a pandemic requiring drastically different resources and business models.
Once on-site, customers want to ensure that while the process may not be perfect, merchants are focusing their resources to make it better. Our data highlighted that even if wait times were longer, but the merchant had employees working to clear the queue or helping speed up the process, customers were ok with that, leading to higher customer satisfaction.
But while brands are still catching up from this rapid shift in consumer behavior, it is important to understand this window of opportunity will not last forever and they need to keep monitoring how the brand is being perceived.
3. Quality and Accuracy of Order
While fast wait times are one part of the equation, they must also be balanced with ensuring order prep is not rushed just to satisfy a quick turnaround. A big impact on CSAT scores is inaccurate or sub-par quality orders. So merchants cannot just solve for wait times and expect great customer satisfaction ratings, it must be balanced with a process the ensures takeout food is warm without missing items and that groceries are the proper temperature with minimal replacement items.
The Rakuten Ready 2020 Time Study will explore insights into the online Order for Pickup customer experience and inside you will learn the following:
Rakuten Ready, the leader in predictive arrival technology, has been focusing on online Order for Pickup since our beginning in 2013, and have years of proven excellence in delivering superior customer experiences, with brands of all sizes.
We enable brands to deliver seamless, efficient, and safe Order for Pickup experiences with our Rakuten Ready ARRIVE platform.
Learn more about Rakuten Ready ARRIVE