Customer support: It should be easier for customers to voice their complaints than to remain silent
The principle of zero liability
Sometimes things happen. Actually, they happen all the time! We have a very large chain, there are a lot of us, we’re human, and we make mistakes.
That’s why we take feedback very seriously. Every piece of feedback we receive directly is displayed on special screens — in pizzerias and offices. This feedback really makes a difference: it reaches both specific pizzerias and the managers of the parent company, sometimes bringing joy, sometimes causing terrible pain. But every incident is investigated, and the problems identified are turned into tasks with deadlines and assigned responsibilities.
That’s why we take feedback very seriously. Every piece of feedback we receive directly is displayed on special screens — in pizzerias and offices. This feedback really makes a difference: it reaches both specific pizzerias and the managers of the parent company, sometimes bringing joy, sometimes causing terrible pain. But every incident is investigated, and the problems identified are turned into tasks with deadlines and assigned responsibilities.
We aren’t trying to reduce the workload on our support team — we don’t hide our staff behind clunky bots or make it harder to reach our agents. On the contrary, we actively seek out feedback. What’s more, we look for it ourselves — on maps, review sites, social media, and all over the internet.
And we always respond to everyone.
And we always respond to everyone.
First, we solve our customers' problems; only then do we address our own
There are many ways to handle problems the wrong way. For example, you could blindly throw out promo codes. Or you could disappear for three days to find someone to blame. Or you could offer a half-hearted apology and do nothing.
But there’s only one right way:
And if the problem is systemic, then a targeted search for a systemic solution is needed.
That’s exactly what we do. That’s why we love feedback — it doesn’t get in our way; on the contrary, it strengthens our business and makes our relationships with customers stronger.
But there’s only one right way:
- First, solve the customer’s problem as quickly as possible, without creating even more problems in the process.
- Only then should apologies and promo codes follow.
And if the problem is systemic, then a targeted search for a systemic solution is needed.
That’s exactly what we do. That’s why we love feedback — it doesn’t get in our way; on the contrary, it strengthens our business and makes our relationships with customers stronger.
It pays to trust, but there’s no time to check
Our support team resolves issues very quickly — 70% of all inquiries are resolved during the first call. This is possible because we place a lot of trust in people.
First and foremost, we trust our customers — if they say the pizza is burnt, then it is, and there’s no need to take a photo; if the delivery person is late, well, then they really are late. We’re vulnerable to a certain extent: algorithms detect intentional abuse and alert operators. Sometimes people lie or make mistakes, but it’s better for everyone to trust than to suspect everyone.
We also trust our operators. We ask them to speak naturally without scripts — just algorithms and standards. We provide problem-solving tools — the ability to quickly contact a courier, manager, partner, or the management company. And sufficient authority — the right to issue a promo code or increase a discount.
The result is the impossible: a support service that actually provides support!
First and foremost, we trust our customers — if they say the pizza is burnt, then it is, and there’s no need to take a photo; if the delivery person is late, well, then they really are late. We’re vulnerable to a certain extent: algorithms detect intentional abuse and alert operators. Sometimes people lie or make mistakes, but it’s better for everyone to trust than to suspect everyone.
We also trust our operators. We ask them to speak naturally without scripts — just algorithms and standards. We provide problem-solving tools — the ability to quickly contact a courier, manager, partner, or the management company. And sufficient authority — the right to issue a promo code or increase a discount.
The result is the impossible: a support service that actually provides support!
A support process that really helps
1. The customer reports an issue. There are several ways to reach us:
The key idea is that it should be easier for the customer to voice a complaint than to remain silent.
- call our hotline,
- chat with us via the app or website,
- send us an email,
- or contact us on social media.
The key idea is that it should be easier for the customer to voice a complaint than to remain silent.
2. The request is routed to a unified system. Behind the scenes, the support team isn’t made up of agents in contact center booths, but rather a remote team of hundreds of support specialists who work from home via a unified system.
The support agent views the customer’s profile: order frequency, average order value, previous inquiries, and the current order. Using this information, they determine what has happened: they clarify the details of the issue, select the issue type and product mentioned in the inquiry, assess the severity of the situation, and log all of this in the system.
The support agent views the customer’s profile: order frequency, average order value, previous inquiries, and the current order. Using this information, they determine what has happened: they clarify the details of the issue, select the issue type and product mentioned in the inquiry, assess the severity of the situation, and log all of this in the system.
3. The compensation model is activated. Based on the data entered regarding the customer’s issue, the system automatically suggests a solution to the operator: whether compensation is needed, in what form (pizza, promo code, size, validity period), and what the associated costs will be for the partner.
For example: «the toppings ran», product — «medium carbonara», high average check, customer orders regularly → the system suggests issuing a 30 cm pizza with a specific validity period.
The operator does not come up with a solution on their own; the Dodo IS system makes an objective, rather than an emotional, decision on their behalf.
4. The operator resolves the issue right then and there. The main goal is to resolve the problem on the first line of support without passing the customer around: apologizes; explains exactly what will be done and by when; if necessary, contacts the pizzeria according to their algorithm — whether the order is still being prepared, in transit, and so on; records the outcome in the system.
5. The business aspect — the partner doesn’t lose money. All compensation is based on revenue, so support isn’t a cost center but a tool for retaining customers and growing revenue. Dodo IS tracks how much the partner spends on compensation and support, what margin customers generate within a month after a complaint, and whether the investment pays off. According to statistics, every ruble spent on compensation generates several rubles in revenue.
6. Customer inquiries turn into data. Every «my order is cold» or «dry pizza» complaint doesn’t go to waste, because the system collects statistics by issue type, automatically classifies them, and shows where problems occur most frequently — for example, cold orders account for 22% of all inquiries, and for a specific product, there are many reviews mentioning dryness or insufficient toppings.
7. The cycle closes, and the system improves. Based on accumulated inquiries and metrics:
A simple customer story: there was a problem → I wrote in → I got a solution — is built on a vast layer of processes, algorithms, data, and economics that allow support to be a caring service, not just a phone for unanswered calls.
A video on how we’re developing customer support from customer support lead Sasha Sedlacek:
For example: «the toppings ran», product — «medium carbonara», high average check, customer orders regularly → the system suggests issuing a 30 cm pizza with a specific validity period.
The operator does not come up with a solution on their own; the Dodo IS system makes an objective, rather than an emotional, decision on their behalf.
4. The operator resolves the issue right then and there. The main goal is to resolve the problem on the first line of support without passing the customer around: apologizes; explains exactly what will be done and by when; if necessary, contacts the pizzeria according to their algorithm — whether the order is still being prepared, in transit, and so on; records the outcome in the system.
5. The business aspect — the partner doesn’t lose money. All compensation is based on revenue, so support isn’t a cost center but a tool for retaining customers and growing revenue. Dodo IS tracks how much the partner spends on compensation and support, what margin customers generate within a month after a complaint, and whether the investment pays off. According to statistics, every ruble spent on compensation generates several rubles in revenue.
6. Customer inquiries turn into data. Every «my order is cold» or «dry pizza» complaint doesn’t go to waste, because the system collects statistics by issue type, automatically classifies them, and shows where problems occur most frequently — for example, cold orders account for 22% of all inquiries, and for a specific product, there are many reviews mentioning dryness or insufficient toppings.
7. The cycle closes, and the system improves. Based on accumulated inquiries and metrics:
- Bots and workflows are refined so they can resolve more common issues without human intervention.
- Interfaces and tools for support agents are simplified so they spend less time clicking buttons and more time focusing on the customer.
- Care standards and principles are reviewed.
- New features are tested, such as automatic compensation for a missing sauce without human intervention.
A simple customer story: there was a problem → I wrote in → I got a solution — is built on a vast layer of processes, algorithms, data, and economics that allow support to be a caring service, not just a phone for unanswered calls.
A video on how we’re developing customer support from customer support lead Sasha Sedlacek: