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The ServiceLine Blog post is all about Talking and discussing about Customer Experience, Customer Support, Events and Technology driving delivery of exemplary customer service and support.

Promotions @JumiaKenya – Social Media Backlash

Jumia Kenya has a promotion labelled "Flash Sale" which are purchases of high quantity to enjoy huge discounts. However they are time limited such that, the faster you spot the deal, add to cart and complete the buying process, the luckier you are – something like "Amazing Shopping" from amazing race. This sounds interesting but why the backlash from social media?

While this is a win-win for customers, it has received a huge backlash from social media to the extent that it is affecting trust and integrity between Jumia Kenya and her customers.

Lets us strip the Flash Sale process:

  1. Step 1 – Add item to shopping basket
  2. Step 2 – Check Out
  3. Step 3 – Choose Payment Mode
  4. Step 4 – Make Payment
  5. Step 5 – Receive and Confirm Delivery of Goods to your location

However, below is a press statement published on their twitter handle at 3:19PM this afternoon after the backlash:

We commend and applaud their move to communicate the process to her customers and we support this kind of measure.

As the leaders in promoting exemplary customer experience before, during and after service delivery, we have identified from the processes why the backlash is happening and we therefore wish to communicate to Jumia Kenya and her customers why customers are getting a backlash from social media.

  • From their process, it is clear that the purchase of items from Jumia Flash sale black Friday is currently only through the internet (check point number three on the press statement)
    • The Problem – This mode (website) Could be affected by slow internet speeds before, during and at the completion of a purchase.
    • The Solution – Additional order channels that are faster e.g. through SMS which is much reliable and faster
  • The chance / window of opportunity to get the deal is critically measure at a difference of 20 seconds – meaning if for whatever reason you delay in submitting your purchase by 20 seconds – your chances of loosing out is 99% (check point number four of the press statement)

Below is the speed test done when loading before and when loading https://www.jumia.co.ke/

Fifteen minutes later and counting the below is the screen of https://www.jumia.co.ke/

The Problem – Even Jumia, themselves will not be able to know who started first, because they are looking at who completed first which should not be the case because in this kind of "competition", the first person to start should be the first person to complete – "First Come First Serve" – This should be the principle behind any person in business and all customers must feel equal.

The Solution – Identify a way of rewarding those people who started filing the form first or use alternative channels like SMS or web-chat to serve the customers. In a chat, a customer is talking to a live person and they are like in a counter being served. The moment you complete your payment you get you product

The post-sale process isn't clear and hanging (Check post number five of the press statement)

Generally their processes are cumbersome and too complex. They are involving the customer in too many processes and all the customer wants to do is simple:

  1. State what they want
  2. Pay for what they want
  3. Get what they want

It is therefore our wish that:

  • All the customers throwing a backlash to Jumia Kenya to be a bit considerate especially after Jumia came out to explain the process to be followed and challenges that they are clearly facing and give them a second chance – we should wait for next Friday and see if the experience will be the same and if it is the same, as a customer you are free to make an alternative option.
  • Jumia Kenya to consider

         a.  Refining their processes to make them simpler and straight forward for their customers

         b.  Ensuring that their website can load within a download speed of 35.5MBps as indicated in the screenshot above.

         c.  Add additional channels (and if they already have – they need to communicate this) such as SMS purchases exclusively for               Black Friday and even additional web-chat support personnel.

Almost all quality improvement comes via simplification of design,
manufacturing... layout, processes, and procedures.

by Tom Peters
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