Customer Relationship Management

Zomato
Group 1
Name Roll No.
Ujjwal Jain 20PGDM033
Anshul Tripathi 20PGDM196
Himanshi Gupta 20PGDM206
Maharshi Vipulbhai Patel 20PGDM214
Rishabh Tandon 20PGDM227
Sagar Wadjikar 20PGDM230
Shunmugam 20PGDM240
 Founders: Year: 2008 under
Renamed Zomato
Deepinder Goyal & the name
in January 2010.
Pankaj Chaddah "Foodiebay"

Customer Base: Present in 24 1.4 million

32.1 million active countries and restaurants are
monthly users 3200+ cities listed on Zomato

Introduction Partnered with

5000+ employees Average order
12000+
and a revenue of value INR407.8 in
restaurants for
USD394 million Q3 FY2021
delivery

Directory of Online Food

Food Delivery
Restaurants Guide
 Marketing Strategies of Zomato
Zomato enjoys a 99.44% of organic traffic to their platform
Website Marketing Social Media Marketing Email and Mobile Marketing
• Innovative and unique notifications
Keywords targeting • Instagram – 584K followers through their mobile marketing
• Over 900K active keywords listed • • They are the first to venture into push
Facebook – 1.8M likes
notifications
for their SEO • Twitter – 1.5M followers
Backlinking from various pages: • YouTube – 198K subscribers
• The firm has approximately
backlinks from 13 million
domains
Internal linking
• Effectively linked various landing
pages of their websites to
enhance the SEO effectiveness.
 Analytic And
Strategic Zomato focuses on keeping a record Zomato can identify and record

CRM Practice
of:
Customer contact information Most popular items bought
Rate if visits on their app Products which are not being marketed

& Its Uses Choice of meals of the customer

Average cost of transaction
Busiest time or day of the week
Information around other chains of the same
restaurants
 Customer
Segmentation And Criteria Used For RFM Analysis
Customer Strategies Segment Customer Base Revenue
Generated
Using CRM Data
Zomato has bifurcated its customer base into three customer Online Food 32.1 million Around 75% of
segments:
Ordering Customers the revenue
Online Delivery Users (Including Zomato Pro & Pro Plus)
The company has modified its interface to target this user groups
as these are the most profitable group and generates the main Dine In Low (Even lower
source of income for the company Around 15% of
Customers & due to the
Restaurants & Food Chains the revenue
Reviewers pandemic)
The other end of the business model, Zomato has developed
platforms for restaurants so that they are able to attract more
audience and make themselves visible thus reaching the target
audience. 1.8 million (5.5%
Zomato Pro & Less than 1% of
Reviewers & Dine Outs of the total
Pro Plus the revenue
Active reviewers and users of the platforms through which the customers)
company initially expanded its business, they add reviews and
photos of local restaurants or businesses on Zomato platform.
Profitability
• Profitability analysis is also done on the basis of type of restaurants delivery
medium
• Zomato bifurcates its restaurants by the type of delivery partner the
Analysis restaurant owner uses (Restaurant delivers by itself or uses Zomato delivery
partners)
Customer Acquisition, Retention, & Value
Maximization Strategies
Zomato takes the initiative to attract customers and inform
customers to the value proposition they deliver
• Understanding customer expectations and matching up with
demand are key.
• Fast second mover, but it managed to compete well with the
strategies and has emerged as the market leader
• “every meal matters”, Zomato built itself around this
Zomato focus on retention:
• Compiled data on long-running and profitable restaurant
chains
• Made it easy for folks to get out of their houses and
experience one of the best dining establishments
• You can also list your restaurant on the website, and it will
appear on both the website and the app.
• Valuable rating based on their experience on the partner's
platform

Also retaining customer loyalty through:

• Incentives and offers.
• No more queues strategy
• Analytics of feedback and implementation of the same
 Customer Loyalty & Loyalty Programs

Zomato Gold: Zomato Gold is Zomato gold loyalty program In June 2020, Zomato
a premium loyalty club for helped the company obtain changed the name of their
Zomato members, with a 20% more market share than membership program from
monthly subscription before it was launched. Zomato Gold to Zomato Pro.

RBL bank in partnership with

In August 2021, Zomato
launched Zomato pro plus on
top of the existing Zomato pro
plans.
Zomato launched Zomato
edition credit cards. Which
gave its members free Zomato
pro plus membership and
other additional benefits.
 Analysing data sales to track the customer
metrics.

Uses AI and ML techniques to provide real

Customer time data.
Informatio
n, Metrics Uses page-rank algorithm for user
prioritization.
& Analytics
Data mining technique to fetch meaningful
information from the given output.
About CRM processes (Sale, Service and operational)
CRM
• Zomato acquired MaplePOS in 2015
• Cloud based point of sale product for restaurants and renamed it to Zomato Base.
• Integrated CRM system

Software • Provides a single platform to the restaurants to access operations and manage
their businesses

Features of Zomato Base are:

• Customer profiling
• Inventory supply tracking
• Sales analytics
• Digital invoicing via SMS
• MIS reports generation
• Menu price update
• Menu items alteration
• Stealth
• No Internet transactions
• Online payment gateway
• Digital invoicing via email
• Ingredient level management
Quality
QAAA
• Zomato has a significant impact on food quality by monitoring
• Ensuring the highest quality ingredients, hygiene, and safety
• Works with restaurants to arrange third-party quality audits, allowing the
company to boost and recommend businesses that meet higher standards.
Accessibility
• Real-time restaurant information
• Continuously working to improve CRM
Affordability
• higher rating is given a higher position on the app's page.
• Zomato gold
Assortment
• "What's new and fresh“
• continuously offers us something fresh to try with our taste receptors
 CRM software
and
architecture
• Back-end product algorithms
• Scala Pipeline
• Customer Delight Team (CD Team)
• Chat Bot
• Salesforce CRM , Exotel
• Regular, Standard, Premium,
Notorious, and New Customer are
some of the tags available
 Competitive Advantage From CRM:
CRM Practices used by Zomato:
How CRM helped gained competitive advantage:
Zomato keeps a record of the subsequent things:
1. Client contact details ● Generate customer database.
2. Visit ratings ● Provide inferences based on data collected and type of
3. Meals selection. selections on meals
4. Average pay per visit.
output required.
● Help restaurants to understand customer preference
and taste better.
● Forms the basis of customer communication and
tracking trends., thus reflect them in Zomato’s
Zomato’s CRM for Most well-liked food Items that aren't customer retention and improved customer loyalty and
customer and things. marketing.
restaurants analysis experience.
on: ● Builds customer relationships by a constantly evolving
system that helps with the suggestion of customer
purchase patterns, buying behavior, and influences on
them with the help of data.
Busiest times (day and it can provide the franchise owner with
night) and facilitate data on which regions do higher than
establishing the others.
explanations why.
14
 Unique CRM strategic that helped
Zomato to gain competitive advantages:
Zomato Gold:
• Zomato Gold subscribers are entitled to free drinks and food at selected partner
restaurants.
Zomato Kitchen:
• Zomato Kitchens offers to restaurants / kitchens that do not have a dine-in facility.
The service allows these restaurants to grow their brand with low investment, with a
ROI of over 80% and a break-even point of less than a year.
Zomato Book:
• Offers a restaurant with the features like: Analysis, CRM, Intelligent table
management, Reservation management, Online booking management and leadership.
Benefits of Zomato Book for Customer Relationship Management (CRM):
• Efficient collection and storage of customer data allows restaurants to determine
customer preferences based on order history.
• Design bespoke experiences /offers curated for individual customer for better
experience to them.
THANK
YOU