We recently hosted our Dish Up by Deliverect APAC event, a speaker session delivered by Sharyn Cetinic and Brad Martin from Craveable Brands. In this session, we explored the mastery of customer delight and the power of technology in elevating their experience. Armed with practical strategies and cutting-edge solutions, a conversation packed with invaluable insights on elevating your business and leaving a lasting impact on your customers.
The secret to service? Make sure nothing is a secret.
Transparency and effective communication are paramount in pursuing exceptional customer service. Sharyn Cetinic and Brad Martin stressed the importance of active listening to understand customer needs. By attentively listening to feedback and concerns, you gain valuable insights to deliver personalized experiences.
While technology has undoubtedly revolutionized the way we do business, it can also become a hurdle if not properly implemented. It’s crucial to balance leveraging technology for efficiency and maintaining a human touch in customer interactions. Automated systems and chatbots are undoubtedly helpful tools, but they should never replace the genuine human connection customers crave.
Adapting to evolving channels is vital. Meeting customers where they are on social media or emerging platforms ensures convenient experiences. Don’t stop there; being present is the bare minimum. Optimizing the internal customer journey is critical.
Valuing negative feedback is an opportunity for growth. Rather than shying away from criticism, embrace it as an opportunity to learn and grow. Negative feedback highlights areas where you can enhance your service, refine processes, and ultimately provide an even better customer experience. Take the time to understand the root causes of negative feedback and make the necessary changes to address them. When getting feedback from customers, it’s crucial to act swiftly. It demonstrates a commitment to exceptional service, which can build trust and loyalty.
Collaborating with vendors who align with service goals is crucial for seamless supply chains and customer satisfaction.
Establishing a Project Management Office (PMO) streamlines processes, drives efficiency, and ensures consistent service excellence. A well-structured PMO enables effective project management, facilitates cross-functional collaboration, and keeps everyone aligned toward delivering exceptional service.
Leveraging Technology for Enhanced Customer Experiences
Craveable Brands recognized the potential of technology in reducing errors and enhancing efficiency. Through automation, they minimized manual labor in the order process, ensuring a smoother and more accurate experience for customers and staff. Additionally, introducing order screens in their stores simplifies menu navigation, making it more user-friendly and efficient.
Furthermore, Craveable Brands embraced digital platforms by launching new websites and apps. These user-friendly interfaces enable customers to browse menus, place orders, and easily customize meals.
Delighting Customers: Real-Life Examples from Craveable Brands
Firstly, they introduced a customer-led design on their app, ensuring a seamless and enjoyable user experience. Recognizing the importance of ease and convenience, Craveable Brands made it a priority to create an app that customers could effortlessly navigate.
Additionally, Craveable Brands launched an exciting initiative called “Footy Bonus Thursday,” which added a thrilling element to their customers’ dining experience. This unique competition allowed customers to win bonuses for every try scored during a specific evening match. The process was simple:
Step 1 — Involved clicking on one of three footballs before 7:50 PM AEST to reveal a loyalty bonus.
Step 2 — Entailed enjoying a delicious dinner from Red Roosters with a minimum spend of $25 in-store or through delivery.
Step 3 — Customers could savor their meal while watching the footy match and eagerly anticipate their bonus, which would be received on Friday afternoon. This experience-driven promotion engaged customers and provided extra excitement to their dining occasions.
Craveable Brands understands the impact of digital communication in today’s world, but it also recognizes the significance of a heartfelt gesture. By including personally written messages, it aims to create a more personalized and connected dining experience for each customer.
Key Takeaways
Transparency and effective communication are essential for exceptional customer service.
Actively listen to customer feedback and concerns to gain valuable insights and deliver personalized experiences.
Balance technology and human interaction to maintain a genuine connection with customers.
Adapt to evolving customer channels and optimize the internal customer journey.
Embrace negative feedback as an opportunity for growth and make necessary changes to improve the customer experience.
Collaborate with vendors aligned with service goals for seamless supply chains and customer satisfaction.
Automation and digital platforms can reduce errors, enhance efficiency, and improve the customer experience.
Design apps and digital experiences that prioritize ease of use and convenience for customers.
About the Authors
Sharyn Cetinic has worked in the Quick-Service Restaurant industry for over twenty years. In her current role as Head of the Project Management Office (“PMO”) at Craveable Brands, Sharyn is responsible for ensuring the PMO team members uphold the PMO governance in the delivery of business technology projects while working cross-functionally across the business.
Brad Martin is the Head of Digital at Craveable Brands and a digital marketing expert. He's crafted three exceptional loyalty programs, orchestrated intricate lifecycle management endeavors, and led diverse teams of 30+, both on- and off-shore. Brad's journey is defined by his fusion of human ingenuity, data insights, and cutting-edge tech to amplify customer marketing impact. Beyond the digital realm, you might spot him at Sydney FC games or mingling at Sydney's vibrant classic car gatherings.
