In an unexpected yet widely appreciated move, Zomato co-founder and CEO Deepinder Goyal personally stepped in as a customer support executive after a viral social media post criticised the food delivery giant’s automated support system for being unresponsive and robotic. The incident has sparked widespread debate on the limitations of AI-powered customer service and the importance of human empathy in grievance redressal.
What Happened
The episode began when a customer posted on X (formerly Twitter) about their frustrating experience with Zomato’s automated customer support system. The customer’s food order was delayed by over an hour, arrived cold, and upon raising a complaint, was met with template-based automated responses offering generic apologies without resolution.
The post read:
“Zomato’s customer support is just a bot giving standard responses. Where is the human touch? Food was cold, order was late, and there is no accountability.”
The post quickly went viral, garnering over 25,000 likes and thousands of retweets, with several users sharing similar experiences about AI-driven customer support lacking empathy, adaptability, and timely resolutions.
Deepinder Goyal’s Response
Deepinder Goyal, known for his active presence and candid engagement on social media, responded swiftly. In an unprecedented gesture, he tweeted:
“I will personally handle your issue today. Please DM your order ID. Sorry for the experience.”
He subsequently updated:
“Stepping in as customer support executive today. We are humans behind this platform and your trust matters.”
Goyal resolved the customer’s issue by arranging a fresh meal delivery from the same restaurant, issuing a full refund, and offering complimentary Zomato Gold membership for three months as a goodwill gesture.
Impact Of Goyal’s Gesture
| Impact Area | Description |
|---|---|
| Brand Image | Significantly enhanced as users praised the CEO’s humility and direct action. |
| Customer Sentiment | Positive sentiment with comments highlighting his grounded leadership approach. |
| Employee Morale | Internal sources state that support teams felt motivated by leadership stepping into frontline roles. |
| Industry Discourse | Sparked broader discussions on balancing automation with human intervention in customer support. |
Social Media Reactions
The internet was flooded with reactions praising Goyal’s empathy and hands-on leadership:
- “Deepinder Goyal leading by example. This is how you build customer trust.”
- “Zomato’s bot replies are annoying, but today their CEO proved humans still care.”
- “Imagine the CEO resolving your cold food complaint. Hats off.”
Many also called upon other startup founders to emulate such grounded approaches to customer problems.
Why Automated Support Fails At Times
AI-powered chatbots and automated support systems are widely adopted for their efficiency, scalability, and cost reduction benefits. However, they often fail in:
- Context Understanding: Bots may not comprehend nuanced or emotional grievances.
- Empathy Delivery: Human connection, assurance, and accountability remain irreplaceable.
- Complex Resolutions: Issues requiring multiple team coordination cannot be solved with automated flows.
Zomato’s AI Customer Support System
Zomato introduced its AI-based customer support in 2022 to handle high daily order volumes efficiently. The system resolves basic complaints such as missing cutlery, incorrect items, and refund requests in seconds. The company reported that over 90% of support tickets are auto-closed via bots without human intervention, enabling operational efficiency and lower manpower costs.
CEO Stepping Into Operational Roles: A Leadership Lesson
Deepinder Goyal’s gesture aligns with renowned business leadership principles where founders remain connected to ground realities:
| Example | Company | Incident |
|---|---|---|
| Deepinder Goyal | Zomato | Became customer support executive after complaint on automated system |
| Howard Schultz | Starbucks | Regularly worked at stores during store openings and crises |
| Indra Nooyi | PepsiCo | Visited retail shops to understand consumer behaviour |
| Jeff Bezos | Amazon | Worked in fulfillment centres during holiday peaks |
Such actions reinforce organisational culture, inspire teams, and restore customer faith in the brand.
Zomato’s Customer Support Roadmap Post Incident
Following the viral incident, Goyal announced:
“We are reviewing our automated support flows to build better escalation triggers to human agents for cases that require empathy and personal accountability.”
The company plans to:
- Introduce hybrid escalation models for bot-to-human transition in complex or emotional complaints.
- Strengthen training for human support teams to handle escalated issues effectively.
- Implement AI tone moderation systems to ensure even bot replies feel empathetic and personalised.
Industry-Wide Implications
The incident reignites the debate across e-commerce and app-based service industries about:
- Overdependence on AI: Blind reliance on bots risks alienating customers.
- Empathy In CX: The human touch remains irreplaceable for brand loyalty.
- Cost Vs. Experience: Balancing operational savings from automation with potential long-term brand damage.
Analysts’ Views
Kotak Institutional Equities stated:
“While AI-driven support is scalable, brands must ensure escalation mechanisms are frictionless. Goyal’s action is a timely reminder of customer-centric leadership.”
Motilal Oswal added:
“The episode enhanced Zomato’s brand perception overnight. Consistent humanisation of tech platforms will differentiate winners.”
Recent Developments At Zomato
| Date | Development | Impact |
|---|---|---|
| June 2025 | Introduced AI-based kitchen automation in Hyperpure warehouses | Improved ingredient packing accuracy by 30% |
| May 2025 | Launched Zomato X premium subscription for priority deliveries | Added 2 lakh subscribers in first month |
| April 2025 | Acquired minority stake in drone delivery startup | Strengthening future delivery capabilities |
Broader Customer Service Automation Market Trends
| Market | Market Size 2025 (₹ crore) | CAGR (Next 5 years) |
|---|---|---|
| India AI Customer Support | 5,800 | 17-19% |
| Global AI CX Automation | $16 billion | 20-22% |
Despite rapid adoption, the recent Zomato episode highlights that while AI enhances speed, it cannot fully replace the assurance, accountability, and nuanced understanding of human agents.
Conclusion
Deepinder Goyal’s decision to personally resolve a customer complaint has not only won hearts but also sparked an industry-wide reflection on the limitations of automated customer service. As Zomato revisits its AI support flows, the episode reinforces that behind every tech platform, leadership accountability, human empathy, and customer-first culture remain the true differentiators for sustainable brand trust.
Disclaimer
This news article is prepared based on company statements, public social media posts, and market insights for general news dissemination. Readers are advised to refer to official corporate communications for specific clarifications.
