Escalation
Founder-led, 12+ years of UAE logistics means the escalation path is short and real, not a ladder of ticketing queues. The page below covers when first-line contact is the right call, when to escalate, what counts as urgent, and how the founder-direct channel works for the rare conversation that needs it.
First contact
Section titled “First contact”Your day-to-day point of contact: account manager via WhatsApp or email. Standard channel for anything operational. Most issues never need to escalate because the first-line response resolves them.
Use first contact for: order issues, COD questions, invoice clarifications, quote follow-ups, scheduling, integration questions.
If not resolved
Section titled “If not resolved”Operations lead. Escalate via [email protected] with “Escalation” in the subject line and the original case ID or order ID in the body. The escalation goes to operations leadership directly; the original thread stays attached so context carries forward.
Use this path when: a first-line case is open longer than expected, a resolution proposal does not match the audit trail, multiple operational issues converge on the same account.
Urgent operational issues
Section titled “Urgent operational issues”Time-critical issues during business hours, plus on-call cover after hours for dispatch problems. Flag with “URGENT” prefix in the WhatsApp message.
- In-flight shipment problem. Driver issue, address fail mid-route, COD discrepancy noticed at door.
- Integration outage affecting today’s dispatch. Webhook failure, sync break that is blocking the pick queue.
- Buyer-side emergency on a high-value order. Cargo damage at door, suspected fraud, security incident.
The on-call lead reads URGENT-tagged messages first; non-urgent threads are read in order during business hours.
Founder direct
Section titled “Founder direct”Rare. Reserved for material disputes or strategic conversations.
- Material disputes. Dispute outcomes you want a senior review on after the operations lead has weighed in.
- Strategic conversations. Long-term commercial arrangements, category expansion, M&A-level questions.
- Route via your account contact. Founder-direct does not bypass the team; your account manager flags it forward, the founder responds in the same thread.
The path stays this short on purpose. Founder-led means the founder is reachable; founder-bypass on every operational question means the operations team cannot do its job.
Response expectations
Section titled “Response expectations”Two principles apply across the escalation path.
- Acknowledgement within business hours. Every escalated case is acknowledged the same business day. Acknowledgement does not equal resolution; it equals the case is in the right hands and a timeline is being set.
- Resolution timing depends on issue type. A clear-cut billing dispute closes inside the same business week. A multi-party operational issue (freight insurer involved, customs review pending) takes longer; weekly updates from us until resolution.