Ocado has been able to improve its customer service and human resource planning using a text-messaging service integrated with its existing technologies.

The online grocer has sent 2.7 million text messages to customers and staff since launching the service, supplied by business text-messaging firm Esendex, earlier this year.

An automated service sends SMS messages to customers’ mobile phones informing them when their delivery will be made.

Ocado head of retail Jon Rudoe said: “Ocado texts shoppers handy information about their forthcoming delivery – who’s delivering, in what vehicle and when they are due at the doorstep.”

Ocado uses a second SMS service internally to communicate with its staff. The tool helps Ocado’s resource planners organise shifts, overtime and holiday cover.

Managers can use the service to broadcast information about available overtime to the mobile phones of a large number of delivery and warehouse staff, soliciting text message responses.

The SMS tool replaced a costly and time-consuming system where resource planners phoned employees individually.

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