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Digital powers Pizza Hut’s customer experience strategy

Zafirah Salim | Feb. 22, 2016
Since customers are increasingly browsing and buying online, digital is naturally one of the key drivers of growth for Pizza Hut to satisfy their customers.


Karen Chan, Chief Digital Officer, Pizza Hut Restaurants Asia P/L

"To be the true leader in the pizza business, digital innovation is equally important as product innovation," said Karen Chan, Chief Digital Officer for Pizza Hut Restaurants Asia P/L. "Nowadays, customers are looking for the total experience, the real deal. They want to order from a brand they trust and buy food that excites on a platform that is easy to use."

Chan has been with the company for close to a year now, but have been in the pizza industry for almost 10 years. In her current role, she is responsible for overseeing digital innovation in the region across 10 markets in Asia; and is focused on developing a consumer-centric digital ecosystem that is interoperable, enhancing the consumer experience across multiple platforms and touch points.

Fuelled by the fact that customers are increasingly browsing and buying online, digital is naturally one of the key drivers of growth for Pizza Hut to satisfy their customers. Chan emphasises that it's critical for businesses to ensure consistency across all touch points - be it virtual or real, dine-in or takeaway - to deliver a seamless online to offline experience.

"Digital is clearly a cornerstone of our continued system growth worldwide. In Asia, we have experienced over 20% year-on-year digital sales growth, so it is increasingly important for us to build a robust digital foundation that enhances our customer and employee experience," said Chan. "As our CEO Greg Creed reminds us, our user experience will only be as good as our team member experience. Digital transformation is not just about enhancing customer experience, but it is also about enabling operational efficiencies for our team members. With dine-in restaurants being a substantial part of Pizza Hut's portfolio, improving  in-store dining experience is a key metric for overall customer satisfaction."

Using digital as an enabler, Pizza Hut is trialling a tablet ordering system in Singapore which allows customers to directly place their orders from the table. The tablet alleviates the time taken to order, freeing the servers to focus their attention on other tasks such as serving tables and attending to customers' needs.

"At Pizza Hut, we are maniacal about customer satisfaction. We measure every attribute that makes a customer experience a 'wow' or a 'woe'. Sensory triggers are not just about the taste or quality of the food, it's about how a customer is being served, the friendliness of our team members, ease of ordering, cleanliness of the store and much more," said Chan. "Previously, the servers in our restaurants are mainly order takers and bill processors. We want to convert this 'Point of Sale' mentality to 'Point of Service', whereby servers are attentive to the needs of the customers and are there to surprise and delight."

 

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