Why have customer ratings for Tata CLiQ's same-day delivery service declined from 4.5 to 3.8 stars in the past quarter?

Introduction

Tata CLiQ's same-day delivery service ratings have dropped from 4.5 to 3.8 stars in the last quarter, signaling a significant decline in customer satisfaction. This analysis will systematically identify, validate, and address the root cause of this issue, considering both immediate and long-term implications for the service.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has there been any significant change in order volume or patterns during this quarter compared to previous periods?

Why it matters: Seasonal fluctuations could strain delivery capacity. Expected answer: Order volume increased by 30% due to festival season. Impact on approach: Would focus on scaling delivery capabilities.

• Considering the metric specificity, I'm curious about the rating distribution. Has there been a shift in the proportion of 1-2 star ratings versus 4-5 star ratings?

Why it matters: Helps identify if the issue affects all customers or a specific segment. Expected answer: Significant increase in 1-2 star ratings, particularly for certain product categories. Impact on approach: Would investigate category-specific delivery challenges.

• Thinking about recent changes, have there been any updates to the delivery promise or SLA communicated to customers in the past quarter?

Why it matters: Changes in customer expectations could lead to dissatisfaction. Expected answer: Delivery promise was reduced from 24 hours to 12 hours for certain pin codes. Impact on approach: Would focus on aligning delivery capabilities with promises.

• Considering potential system issues, has there been any change in the way ratings are collected or calculated?

Why it matters: Ensures the metric decline is genuine and not a data anomaly. Expected answer: No changes to rating system or calculation methods. Impact on approach: Would focus on operational and experiential factors.