Process Improvement in E-commerce: How THIENTU BPO Used Root Cause Analysis (RCA) to Solve Delivery Delays

At THIENTU BPO, providing a seamless customer experience is at the heart of our operations. In early 2023, one of our e-commerce clients faced a sharp rise in delivery complaints. Within just three months, more than 7,500 customers reported late shipments — nearly 15% of all monthly orders.

To address this urgent issue, we launched a Root Cause Analysis (RCA) initiative aimed at identifying the underlying reasons for the delays and designing sustainable solutions. The goal was clear: improve delivery speed, restore customer trust, and strengthen operational resilience.

Identifying the Business Challenge

From January to March 2023, customers in major metropolitan areas began reporting frequent late deliveries, often arriving 2–3 days past the promised schedule.

This trend led to:

• Higher refund and cancellation requests

• Declining customer satisfaction

• Potential reputational damage for both the client and THIENTU

While the issue was obvious, the root causes remained unclear. We needed a structured approach to move beyond temporary fixes and achieve lasting improvements.

Applying a Structured RCA Framework

We adopted a five-phase Root Cause Analysis framework to diagnose and resolve the problem.

1. Gathering Customer Insights (Jan–Mar 2023)

• 7,500 complaints collected from multiple channels:

  • 5,000 via phone and email

  • 2,500 from social media and e-commerce platforms

• The majority came from high-density cities, where customers had strict expectations for delivery times.

2. Analyzing Operations (April 2023)

A cross-functional team reviewed every step of the logistics chain. Findings included:

• 40% of delays: warehouse handling taking 1–2 extra days

• 30%: shortage of delivery staff during peak seasons

• 20%: routing errors caused by outdated tracking systems

3. Designing Solutions (May 2023)

Based on insights, THIENTU BPO introduced three core improvements:

• Warehouse Automation – automated sorting and packaging, reducing handling time from 48 hours to 24 hours.

• Workforce Expansion – increased delivery staff by 20% and partnered with third-party logistics providers.

• Tracking System Upgrade – implemented a real-time order tracking platform, minimizing errors and increasing visibility.

4. Executing the Plan (June–July 2023)

• Automated systems deployed in all major hubs

• Training programs rolled out for new and existing staff

• Integrated tracking system enabled both customers and internal teams to monitor shipments instantly

5. Measuring Results (August 2023)

• Complaints reduced by 84% (7,500 → 1,200)

• On-time delivery improved from 85% → 96%

• Customer satisfaction reached 90% in post-delivery surveys

Results: Turning a Problem Into an Opportunity

What started as a high-risk operational issue became a success story. By applying RCA, THIENTU BPO not only fixed the delivery delays but also:

• Strengthened customer trust

• Increased operational efficiency

• Demonstrated the value of data-driven decision-making

This project became a showcase of how structured analysis and execution drive real business impact.

Key Lessons for Businesses

• Listen to Customers – Complaints are an early-warning system.

• Analyze, Don’t Assume – Data reveals the real bottlenecks.

• Invest in Scalable Solutions – Automation and workforce planning deliver long-term resilience.

• Measure Results – Tracking outcomes ensures improvements are sustainable.

Conclusion

This case demonstrates how Root Cause Analysis (RCA) can transform challenges into opportunities. By identifying problems at their source and implementing scalable solutions, THIENTU BPO helped its client restore performance, boost satisfaction, and build a more resilient delivery network.

📧 Contact us: info@thien.vn