SMS API: Ocado case study from Esendex

Due to the very nature of the home grocery delivery industry, Ocado has to run a tight ship in terms of resource planning. With a large team of employees working a variety of shift-based patterns in its warehouse and delivery operations, Ocado must be able to contact staff quickly and easily to determine availability for overtime, holiday and shift changes. A spokesman for Ocado, explains,

"Our Customer Service Team Members - involved in deliveries - and Personal Shoppers - involved in warehouse operations - are vital to the success of Ocado. To deliver the best possible service for our customers, we need to be able to draw on our operatives’ skills effectively, sometimes at short notice, especially at peak season, such as Christmas."

Communicating with customers is equally as important as talking with staff and Ocado were eager to adopt a suitable method that would allow them to engage with their customers, informing them directly, quickly and easily of delivery details and updates.

"We’re driven by our customers’ needs so we’re always looking for ways to enhance our services for them and pride ourselves on innovation. By improving our behind the scenes operations, we can add real value to our offering."

In order for the online grocer to communicate effectively with its two key audiences, Ocado sought an SMS-based service, which would fit with its existing processes. Ocado selected SMS communications specialist, Esendex, for its experience and intuitive application platform. The Esendex SMS API enables automated texts to be sent and received with ease. The spokesman explains,

"The Esendex SMS API is very impressive and was an immediate draw for us. It was hassle free to set up and integrated seamlessly with our existing business applications. The SMS API works well with our existing time and attendance system, so minimal staff training was required on the system."

Ocado uses two of Esendex’s business SMS solutions. For customer services,

Esendex provides an automated service, which involves a one-way text messaging service. This means the Ocado order system texts the customer at the appropriate time with a delivery notification, update or opportunity to change their grocery order. Internally, Ocado use a two-way SMS service, whereby resource planners have direct access to the application to plan shifts, overtime and holiday cover. For example, planners can text large groups of staff members to ask who wants overtime and staff can then reply on a first-come, first-served basis.

Since using the Esendex SMS API service, Ocado has seen improvements in internal communications and operational planning. Resource planners can now communicate with vital warehouse and delivery department staff effectively and directly, channelling important messages involving staffing changes or cover. Furthermore, Ocado has propelled its customer service onto a new level by using Esendex’s enhanced messaging services. With the power of text, Ocado is able to talk to its customers and deliver the reassurance that their goods will be delivered on time as promised.

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