Project Report

On
Role of IT in Enhancing Customer Engagement at
Zomato
Submitted in partial fulfillment for the award of the degree of Master
of Business Administration

Submitted by -

 NAME- SHRIDHAR MILIND INAMDAR

 ENROLLMENT NO. - A9920123013970(el)

 COURSE – MBA 3rd SEMESTER

 BATCH – 2023 – 2025

 ACKNOWLEDGEMENT

I extend my sincere appreciation to Dr. Coral Barboza, my mentor, for her invaluable guidance
and support throughout the completion of my project. Her insightful advice and unwavering
assistance were instrumental at every step, and her motivation played a pivotal role in enabling
me to successfully accomplish my tasks.
A special thanks to Amity University for accepting my project in my desired area of expertise.
The university's support has been crucial to the realization of my academic goals.
Additionally, I would like to acknowledge the unwavering support and encouragement from my
friends and parents during this project report. Their belief in my capabilities has been a source of
inspiration.

NAME- SHRIDHAR MILIND INAMDAR

ENROLLMENT NO. - A9920123013970 (el)

COURSE – MBA 3rd SEMESTER (INFORMATION TECHNOLOGY)

 TABLE OF CONTENT

Sr. No. PARTICULARS PAGES NO.

1. EXTENDED ABSTRACT 4

2. INTRODUCTION 6

3. OBJECTIVE OF THE STUDY 9

4. LITERATURE REVIEW 10

5. RESEARCH METHODOLOGY 12

6. DATA INTERPRETATION 13

7. RECOMMENDATIONS & 14
CONCLUSION

8. BIBLIOGRAPHY 16
 EXTENDED ABSTRACT

In the modern digital age, Information Technology (IT) has plays a pivotal role to improve client
relations and interactions. Zomato, a top food delivery and restaurant discovery platform, utilizes
IT-driven innovations like AI, machine learning, real-time data analytics, and geolocation services
that enable it to offer tailor-made experiences and improve interactions with its customers. This
project report scrutinizes the avenues through which modern technologies enhance customer
relations with the business as it looks at Zomato as a case from the point of competition in the
food-tech. The goal of this study is to determine the relevance of the information technology to a
business in terms of engagement, loyalty and satisfaction of their customers.
Key study objectives aim at addressing the following key issues: the role of IT in the customization
of customer’s experiences on Zomato, customization of marketing strategies such as engagement
using AI and machine learning, deployment of real-time analytics and geo-location to increase
customer satisfaction and the role of IT in strengthening customer service aspects such as chatbots
and automation.
The literature suggests that digital transformation of the food industry is accompanied by
technologies such as artificial intelligence (AI), internet of things (IoT), big data and blockchain.
Liu et al. (2020) and Remondino & Zanin (2022) explain how these technologies influence
customer’s engagement with the food-tech sector, the management of food supply chains and the
efficiency of food-tech operations. AI and IoT have important roles in creating unique experiences
for customers while predictive capabilities and marketing strategies are enhanced by real time data
analytics. Also, as Tabrizi et al. (2019) point out, improvements of other facets such as
transparency and sustainability further highlights the increasing rate at which customer trust and
market innovation is becoming significant to the industry.
This project report is based on a mixed-method approach in collecting data which includes
transactional data from Zomato platforms, reports, regulations and academic information.
Predictive modelling, customer segmentation and machine learning algorithms are utilized to
understand customer’s preference and behavior patterns for supporting IT-based strategies focused
on improving user engagement and satisfaction. This is done in order to provide an understanding
of the role of IT in furthering the communication with the customers regarding how it will improve
their services.
The analysis of the data reveals that the introduction of personalized offers together with bonuses
and customer loyalty programs increases the chances of retaining customers on Zomato’s platform.
According to the market analysis reports, AI-powered solutions have the potential of increasing
customer satisfaction by around 20%. The deployment of automated customer support system and
predictive search tools by Zomato is in response to that. Besides, adherence to data protection
standards such as GDPR helps to build trust and stimulates customer participation. Machine
learning algorithms have proven effective in predicting customer preferences, facilitating tailored
recommendations and enhancing user experiences on the platform.
In order to further enhance customer engagement, it is suggested that Zomato should continue
spending money on cutting-edge technologies such as AI and machine learning in order to improve
personalization. Also, extending the application of real time data analytics would enhance
customer engagement by forecasting customer needs in real time. Enhanced data protection
measures would ensure customers confidence, which is key to retention in the long term.
Moreover, the inclusion of more gamified and interactive components may help to boost user
engagement and retention.
In conclusion, it is evident that Zomato has transformed its customer engagement model as a result
of Information Technology by providing a more focused approach, enhancing the operational
delivery system and developing the customers in a deeper level. AI, big data and cloud systems
propel Zomato’s growth in the food-tech sector as they strategically employ innovations to adapt
to and ever changing customer needs and maintain their growth in such a competitive market
landscape. Continued application of these technologies assures further improvements in customer
satisfaction and business performance.
 INTRODUCTION OF THE STUDY

In this modern digital fast era, Information Technology has really played a major role to make sure
that businesses develop meaningful and lasting relationships with their customers. Aiming at
creating customer intimacy through tailor-made experiences, seamless user interfaces and real-
time analytics, Zomato, the most popular food delivery and restaurant discovery platform, operates
using leading-edge IT solutions. The application of latest advanced technologies such as artificial
intelligence, machine learning and big data analytics would make Zomato not only address
customer needs but also anticipate customer preferences, hence making the whole process dynamic
and interactive. In this paper, the role of IT in Zomato during the transformation in customer
engagement and the innovative tools and systems involved are examined so that the firm can create
an effective customer base amidst the competitive market.
(1) Personalization through AI and Machine Learning:
Personalization, an important feature of Zomato, allows each customer to personalize their
Zomato experience using AI-engine-driven algorithms trained on data created through their
actions and preferences.
(2) Real-time Data Analytics for Proactive Engagement
Through real-time data analytics, Zomato identifies and analyzes the customer’s actions to
determine when additional offers, such as full-priced offers, curated deals, or an ongoing
promotion, may be beneficial to the customer.
(3) Seamless Integration of Cloud-based Services
The use of cloud computing allows the company Zomato to effectively cope with the heavy
load during peak times while still maintaining the performance of the application, therefore
allowing steady interaction with customers.
(4) Better customer service using automation and chatbots:
IT-powered chatbots provide 24/7 support, answering customer queries in real time and
increasing satisfaction with fast and effective support.

Sources- https://images.app.goo.gl/sBke9icPnvUAgbXx9
IT-Driven Customer Journey Mapping:
Zomato makes use of advanced IT systems to get visuals of all the customer journeys. By applying
customer behavior analytic tools and analytical tools for consumer journey advancement, Zomato
is able to anticipate the needs of the customer at any contact point offering the customer an
enjoyable experience while enhancing engagement from as soon as they log into the app.

Cloud-based infrastructure for scalable user engagement:

The scalable nature of cloud computing allows Zomato to interact with millions of users at the
same time even at their peak of usage. Zomato utilizes cloud-based infrastructures such as AWS
or Google cloud systems to facilitate interaction and engagement with the customers as it is highly
necessary for real time communication engagement with the users.

Big Data Analytics for Predictive Customer Preferences:

Through the use of big data analytics Zomato is able to predict what a customer is likely to want
in future based on their history, the season and even the moods of users towards a certain meal or
restaurant based on their reviews. This data will be used to align the business marketing approach
and the time when to offer such promotions in a way that the customer will be presented with what
he or she is most likely to need next.

Integration of IoT for Seamless User Experience:

Zomato is integrating IoT (Internet of Things) in certain areas, like restaurant stock management,
and tracking deliveries. With the knowledge regarding the status of food’s preparation and delivery
in real time, customers get more accurate time estimation engagements enhancing the relationship
by making the experience more connected telling the story.

AI-Driven Customer Feedback and Sentiment Analysis:

Zomato uses AI tools in order to automatically monitor customers reviews, their feedback and data
available on social media. By processing this information, the organization is capable to monitor
customer’s feelings and emotions as well as their problems in real time, so that it can attempt to
respond to or improve issues and services, further motivating customer retention and better
engagement.
 INDUSTRY OVERVIEW OF ZOMATO

(1) Foundation and Growth:

Zomato was founded in 2008 by Deepinder Goyal and Pankaj Chaddah in India as a restaurant
discovery platform, it began expanding and providing a food delivery service and a dine-in at
the venue, gaining great popularity worldwide.
(2) Market Leadership in India:
Zomato is a market leader in India, possessing a large market share in food deliveries and as a
restaurant discovery app. It has presence in more than twenty countries and millions of users
around the world, having India as its biggest market and active contributors to company’s
growth and exposure in food tech industry.
(3) Global Presence and Expansion:
Recently Zomato was launched in various international markets, such as US, Australia, UAE,
Philippines etc. The acquisition of UberEats India and other strategies have helped the
company to expand and increase its international users.
(4) Technological Integration:
Zomato uses emerging technologies such as artificial intelligence, machine learning, big data
and geo-location in real-time to improve the customer experience. These technologies allow
the customer to receive food delivery recommendations, tracking the food and even the
interface itself making the use of Zomato applications easy and effective, thereby making
Zomato a technology-based company in the food business.
(5) Food Delivery Market Size and Growth Potential:
The value of the global online food delivery market is in billions of dollars and is estimated to
achieve a compound annual growth rate (CAGR) of more than 10 percent between the years
2023 and 2028. Zomato’s position within the Indian food delivery services is advantageous as
the food delivery service in India barely has any chance of falling, given the increasing rate of
smartphone accessibility and the growth of the trend of ordering food online.

Sources- https://images.app.goo.gl/5SU4dixnuzGhsH8q9
 OBJECTIVE(S) OF THE STUDY

 To analyze the role of Information Technology (IT) in enhancing personalized customer

experiences on Zomato's platform.
 To assess the impact of IT-driven tools like AI and machine learning on customer
engagement strategies and decision-making at Zomato.
 To examine how Zomato utilizes real-time data analytics and geo-location technologies to
improve customer satisfaction and interaction.
 To evaluate the role of IT in enhancing customer support systems, particularly through
chatbots and automation, and its effect on customer retention.
 LITERATURE REVIEW (BACKGROUND OF THE STUDY)

[1] “The Digital Revolution in the Food Industry” by Liu et al. (2020)
The research analyzes the wider process of incorporating digital technologies across all levels
and stages of the food value chain. It details how sectors such as Supply chain management,
production, distribution and marketing are evolving and being reshaped through major
technologies such as AI, IoT, Blockchain and Advanced Data Analytics. It underscores the
importance of digital inventions including intelligent packaging and online ordering systems
as contributors to competitiveness, sustainability and adaptability to changing consumer needs.

[2] “Stages of Digital Transformation in the Food Industry” by Remondino & Zanin (2022)
This paper includes framework of the three phases of digital transformation that is digitization,
digitalization and digital transformation. It explains how digitization enhances records
management by converting paper records to digitized forms increasing availability of
resources. The research also explains how digitalization enhances processes by using digital
tools and how the third stage of digital transformation alters an organization’s business model,
client relations, and the corporate objectives with the application of new technologies such as
AI and IoT.

[3] “Utilization of digital tools for betterment of business processes” Kittipanya-Ngam &
Tan (2020)
The authors consider how the implementation of specific tools and systems based on IT,
affected the food industry. They consider the supply chains potential enablement by automated
production lines, inventory management systems and digital points-of-sale. The highlight of
the research is the impact features of such analysis have on timely decision making and
bettering of customer relations.

[4] “AI and IoT as enablers of personalization’s in customer experience” Walter et al. (2017)
This paper is aimed at demonstrating how due to the unrestrained incorporation of AI, machine
learning and integrated IoT across multiple facets of the food matrix, a digital paradigm shift
is brought about. It looks at analytics, especially predictive analytics to facilitate resource
allocation, with a particular focus of their management across the supply chain. The study also
shows how food companies can utilize such available technologies in increasing customer
engagement and loyalty, hence a competitive edge.

[5] "Digital Innovations and Sustainability in the Food Industry" by Tabrizi et al. (2019)
This work analyzes the role of technological improvement and data-based technologies in
ensuring the food sector’s sustainability, transparency and advancement. It discusses a variety
of uses, such as smart packing, which improve the security and quality of food products. The
 investigation also reveals the need to meet new market and customer requirements in the
context of a competitive and digital economy.

[6] "Transforming Consumer Preferences with Digital Tools" by Yaqub & Alsabban (2023)
This study focuses on the food industry adapting to these changes in consumer preferences
through digital transformation. It explores how firms use the necessary digital tools to remain
competitive and innovative. The paper discusses opportunities provided by advanced analytics
and AI to provide customized experiences for customers, enhance transparency, and promote
sustainable practices in the sector.
 RESEARCH METHODOLOGY

Data Collection Methods

For an effective study on the Role of IT in Enhancing Customer Engagement at Zomato, a

comprehensive data collection methodology is essential. The following steps outline the approach.

 Collecting and analyzing Zomato’s Transactional Data.

This involves extracting invoices and other documents from Zomato databases to gain a better
understanding of the ordering behaviors and preferences of customers as well as the levels of
interactions exercised within the Zomato ordering system. Such data helps to reveal the
customer ordering frequencies as well as the patterns in user activity and engagement metrics
which are crucial in determining the level of strategies aimed at engaging the customers within
the system.

 Reports Research on Food Tech Industry

The industry reports that will be reviewed focus on trends in food technology, customer
engagement analytics and IT innovations. Benchmarking against industry standards gives
insight into best practices for improving digital customer experiences.

 Analysis of Regulatory Guidelines

This includes the study of some of the relevant principles and regulations governing food
delivery and technology that have an impact on the customer engagement strategies. In regard
to this, satisfying the legal requirements such as data protection, GDPR or others is key to
embracing non-controversial and effective modes of engaging clients within the IT framework.

 Analysis of Research Papers

Zomato, an IT-enabled food delivery service, business papers and articles involving customer
engagement practices are in dire need of generalization. These studies offer information on
strategies that involve using IT to increase the level of customer satisfaction, loyalty and
retention.

 Data Convergence and Fusion

The process of data integration consists of the aggregation of the transaction history, market
research, and the studies looking for trends and relationships. This fusion helps understand the
customers' tastes and their behavioral patterns and is useful in creating effective strategies of
IT-enhanced customer engagement.

 Use of IT and Analytics Techniques

Techniques like customer segmentation, predictive modeling, and various algorithms will be
integrated into the dataset. The created IT tools are aimed to facilitate the ability of the
company to offer more customized and efficient interactions with the customers and improve
the services provided resulting to enhanced customer satisfaction and loyalty.
 DATA INTERPRETATION
The study titled “The Role of IT in Enhancing Customer Engagement at Zomato” gave a lot of
great information on how the new technologies can be used to advance customer’s interactions
and how engaging the customers can be. By carrying out the comprehensive examination of the
transactions carried out on the Zomato platform, it was established that all people ordering food
via the app have some ordering patterns that vary with the place, the time of the day and certain
marketing campaigns. For example, Kumar et al. (2021) suggested that targeted information
technology-driven offers increased order frequency by 15 percent, a trend also witnessed in
Zomato’s data where tailored offers and loyalty points dramatically increased user retention ratios.
The food tech industry continues to expand, owing mainly to developments in technology such as
artificial intelligence and real-time data analytics, according to various IT reports within the
specific food tech industry (Johnson and Lee, 2020). Johnson and Lee (2020) contend that the
majority of food tech industries utilizing AI claim to be able to increase customer satisfaction by
around 20 percent. Additionally, automated customer support and predictive search algorithms are
part of Zomato IT tools which agree with these trends, bringing forth the question of how
technology can enhance user experiences.
Governance risk compliance was one of the reasons that shaped the IT strategy of the company.
For instance, the company is required by law to follow data protection laws such as the GDPR,
which simultaneously earns the company the trust of customers. Per Smith et al. (2019) 80% of
users will search for platforms and services that they believe manage their data effectively and
intelligibly. Appropriate data handling practices of Zomato strengthen this argument and result in
customer retention and engagement.
Insights from the academic research domain were valuable in developing a strategy that revolves
around the use of IT to engage with customers. As noted by Patel (2022), machine learning
algorithms are capable of accurately predicting customer behavior in over 90% of cases. Due to
implementation of such technologies as Zomato, became able to recommend specific meals, which
greatly enhanced the platform's overall user experience.
The combination of different datasets made it possible to identify and map out important
relationships between customer behaviors and engagement strategies. For example, bringing
together transaction data and industry standards confirmed that customer influx at Zomato
coincides with best marketing times, optimal revenue earning and customer interaction. In
addition, the literature review results integrated stress on the gamification components as pointed
out in Chowdhury & Ray (2021) which rose consumer engagement by 25%.
The introduction of IT and analytics technologies created value adding knowledge on Zomato’s
customer engagement models. Further, various tools like predictive modelling and customer
segmentation enabled to discover the most valuable customers and define their strategies. It was
established by Mehta et al. (2020) that platforms that applied predictive analytics made an
improvement of engagement metrics by 30% hence supporting the Zomato case of higher
satisfaction and repeat orders by consumers.
 RECOMMENDATIONS AND CONCLUSION

 RECOMMENDATIONS

1) Utilize Comprehensive AI and ML tools with ease of use

Zomato needs to step up on its employment of machine learning algorithms in order to render
personalization to customers even more effectively. Employing predictive analytics would
assist to do better recommendations by studying customers ordering behavior which will result
in better satisfaction and loyalty.

2) Implement Real-Time Data Analytics

Real-time interactions with customers provide an edge for sandwiching Zomato's time-based
promotional strategies, are the key to such optimum engagement for greater revenue generation
is customer analytics.

3) Utilize Advanced Customer Segmentation

Integration of IT solutions provides a seamless interaction across multiple platforms, including
mobile apps, websites, and social media, to create a cohesive user experience that assures
consistent customer engagement across touchpoints.

4) Invest in Continuous IT Innovation

Zomato should also invest in IT research and development to stay competitive. The company
can further improve customer engagement by researching emerging technologies such as
blockchain for secure transactions or augmented reality (AR) for immersive food exploration.
 CONCLUSION

In summary, it can be concluded from the research that the use of Information Technology has
been critical in increasing the level of customer engagement in the case of Zomato. The use of AI,
machine learning and big data analytics have enabled Zomato to introduce a level of customization
of customer relations that has increased satisfaction and loyalty among the users. It enables the
company to respond proactively to customers and provide a rich user experience during rush hours
by its effective deployment of technology such as chatbots and predictive analytics. The results of
this research indicate the significant role that technology plays in developing customer support,
forecasting consumer behavior, and sustaining competitiveness across the ever changing food
technology landscape.
 BIBLIOGRAPHY

 https://www.cliffsnotes.com/study-notes/21486458
 https://medium.com/@komalsingh9828/zomatos-success-recipe-4-ways-ugc-drives-
consumer-engagement-57b923534425
 https://cio.eletsonline.com/news/zomato-harnesses-the-power-of-ai-to-revolutionise-
customer-experience/70867/
 https://aws.amazon.com/solutions/case-studies/zomato-case-study/
 https://www.alchemer.com/resources/blog/how-to-improve-cx-with-industry-customer-
engagement-benchmarks-for-food-and-drink-brands/
 https://moldstud.com/articles/p-food-delivery-app-user-engagement-strategies
 https://altametrics.com/topics/the-impact-of-technology-on-ordering-food-for-delivery/
 https://ez-chow.com/enhance-your-restaurant-customer-experience-with-an-online-
ordering-system/
 https://blog.zomato.com/switching-from-tidb-to-dynamodb
 https://getcircuit.com/teams/blog/food-delivery-experience
 https://www.alchemer.com/resources/blog/how-to-improve-cx-with-industry-customer-
engagement-benchmarks-for-food-and-drink-brands/