I am back at this and I still don't know whose fault is it.
Customer orders expects to get the order in 2 days because that's the usual time it takes to deliver in Mumbai (for us.)
I commit to a 2-3 day delivery because BD guarantees the timeline.
BD has not delivered due to a vehicle accident, now seems like it will take 5-7 days to deliver.
Customer calls frustrated (rightly so) and demands to have the product delivered the next day.
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I have two options:
1. Ask the consumer to weight for BD to get their act together = Customer is pissed.
2. Deliver using WeFast/Porter/Rapido (spend more money, ask BD to send us back the old order and we pay the RTO charges) = Customer remains to be frustrated from the experience.
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Net result = Brand gets hurt no matter what due to a logistical issue. Why isn't someone building an efficient, reliable logistic service in India?