FreshCart is a same-day grocery delivery app operating in 20 U.S. cities. Over the last two months, order volume grew from 1.8M to 2.1M monthly orders, but 90-day repeat purchase rate fell from 41% to 37%, and leadership wants a clear framework for measuring customer satisfaction.
The Head of Product says teams currently use different definitions of satisfaction: support ticket rate, app store rating, post-delivery survey score, and refund rate. The CEO wants one primary satisfaction metric, supporting metrics, and a plan to diagnose which part of the experience is hurting satisfaction most. Recent operating data shows: average delivery time increased from 34 to 41 minutes, substitution rate rose from 9% to 14%, order defect rate increased from 2.8% to 4.1%, and post-order survey response rate is only 18%.
orders: order_id, customer_id, city, order_created_at, delivered_at, basket_value, substitutions_count, refund_amount, order_statuspost_order_surveys: order_id, csat_score_1_to_5, nps_score_0_to_10, free_text, survey_sent_at, survey_completed_atsupport_tickets: ticket_id, order_id, customer_id, issue_type, first_response_time, resolution_time, reopened_flagcustomer_retention: customer_id, first_order_date, orders_30d, orders_90d, churn_flagapp_reviews: review_id, customer_id, rating_1_to_5, review_date, app_version, platform