Customer experience
2x
delivery order processing speed
18 man-hours
time savings every day
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Bakmi GM is an iconic fast food restaurant in Jakarta, serving bakmi–a popular noodle dish ubiquitous in Indonesia. Founded in 1959, Bakmi GM now has many outlets in Jabodetabek (the Greater Jakarta area), Bandung, and Surabaya, serving over 30,000 customers every day with delicious food, quality ingredients, and economical prices.
Despite its popularity, Bakmi GM is constantly on a quest to better serve its customers. One of its initiatives is the hotline-based delivery service launched a few years back to make ordering bakmi more convenient for its customers.
Challenges
Limited payment channels that were inconvenient for customers
When Bakmi GM first launched its delivery service, many of the payment options it provided, both online and offline, had significant drawbacks:
- In-person cash payments are difficult to handle and customers needed to have cash on hand.
- Limited number of partners for in-person card payment via EDC meant customers’ cards were often incompatible.
- E-wallet options were limited to OVO, so users of other e-wallets could not use their favorite e-wallet to pay.
- Bank transfers involved too many manual steps–a problem we will elaborate further below.
Payment complexity resulted in poor customer experience and even some lost sales
Bank transfers were the most popular payment method, but the ordering and payment process was tedious and took up to 75 minutes in total.
- After calling the delivery hotline and specifying their orders, customers had to make the transfer, which involved several steps and took anywhere from 5 to 30 minutes:
- Opening their mobile banking app
- Painstakingly inputting Bakmi GM’s bank account number accurately
- Sending the payment
- They then have to send in proof of payment, usually in the form of screenshots sent through WhatsApp, and wait for about 15 minutes for Bakmi GM to verify the payment
- After their payment has been verified, they then wait for the food to be delivered
The complexity of making payments meant that some customers sometimes forgot to send their proof of payment, and their orders could not be confirmed. To address this issue, Bakmi GM needed to follow up with customers manually via WhatsApp messages, resulting in much longer food delivery waiting times, or even the worst-case scenario: customers canceling their transactions.
Too many manual steps lead to process inefficiencies
Manual verification of customers’ proof of payments means that 2-3 employees need to be involved for each order for cross-checking purposes, and each order took some 15 minutes to verify. Many a time, employees had to spend even more time reminding customers to make payments or to send proof of payment.
Employees also had to manually enter the order data into Excel throughout the day to build up the report that they will hand over to the Finance team for reconciliation at the end of the day.
This inefficiency significantly contributes to the workload. In addition to the team’s daily task of receiving orders from customers, they also have to remind them to make payments manually. This means the team spends almost 18 man-hours every day just performing manual verification–not counting data entry for reconciliation.
Solutions
A wide range of popular ways to pay
By partnering with Xendit, Bakmi GM was able to give customers several convenient ways to pay:
- Virtual accounts: Customers can pay directly without manually keying in bank account details
- E-wallets: Wide selection of e-wallets beyond OVO means customers can conveniently use their favorite e-wallet to pay
- QRIS: Customers can easily pay using all popular banks and e-wallets in Indonesia’s national QR network
Quick and easy payments with API-triggered payment links
Once customers have confirmed their orders, a payment link, triggered by API, is sent to their WhatsApp account in seconds.
From there, they only need 30 seconds to 1 minute to choose their preferred payment method and make payment with a few quick taps on their phone.
Automated payment verification
With Xendit payment link API, payment confirmation is now done automatically. Payments received are automatically reflected on Xendit Dashboard almost in real time. Now, only 1 employee needs to be involved in verifying each order.
Employees also no longer had to perform manual data entry to generate a report for reconciliation. They can simply download the report directly from Xendit Dashboard at the end of the day.
Results
>2x increase in delivery order processing speed
By saving 15 minutes of manual verification work and reducing payment time to about 1 minute, Bakmi GM has successfully reduced the order processing time, making it 2 times faster than usual.
Improved customer experience
Customers can now receive their orders in less than half the time and no longer have to go through a cumbersome payment process–a much more pleasant customer experience.
More efficient work processes that result in higher productivity
With the new process, Bakmi GM saves 18 man-hours per day, and now only needs one employee to be involved in handling each order. Reconciliation is now also a breeze!
Before Xendit | After Xendit | |
Customer experience |
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Efficiency in business processes |
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