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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.

"To create stickiness, our loyalty programme can no longer be rewards based on 'next time', it has to 'real time' rewards at the point of check-out," said Chan. "Customers expect a seamless and frictionless experience. Gone are the days where customers make the effort to cut vouchers and store them for next purchase redemption. With instant gratification, out of sight is out of mind."

As such, Pizza Hut is building an integrated platform that drops personalised vouchers directly into the inbox of the app. Customers can redeem it by adding it to their shopping cart and the discount will automatically be calculated. They can also share the coupons with friends via Facebook, which will then appear on the newsfeed.

Pizza Hut also hopes that the new app will allow customers to place an order anytime and anywhere. "For instance, if a customer is traveling home from work, he/she should be able to place an order and pre-time it such that the pizza will arrive around the time he/she returns," said Chan.

Moving on to the 'anywhere' factor, she explained that the next-generation delivery is no longer about home delivery. "Cross out the 'H' and 'O', and you will get 'Me' delivery. Deliveries should be sent wherever you are, regardless of location, and not just to homes. This is the power of geo-location - customers can simply pin drop their location and this eliminates the need to key in lengthy addresses," she added. 

Less is more

When asked for advice on crafting an effective digital strategy, Chan emphasised that "less is more". According to her, business leaders need to firstly identify the core business issues that need to be addressed.

"Don't blindly jump on the digital bandwagon and attempt to do everything because everybody else is doing so. Focus on the pain points at hand and don't dabble in different things all at once," said Chan. "If you are trying to drive e-commerce, make sure that your back-end operations are in place. Work on the foundation and build your own platform, understand your customers, be efficient in your data handling, and be relevant in your content generation."

Wrapping things up, Chan said that there is no true starting point for digital transformation. Since digital is constantly evolving, there is never a perfect time for all functions and business objectives to truly align for businesses to start.

"You have to pick your start date, prioritise the top three imperatives and just go. Procrastinate and you will be left behind. With digital, there will never be a completion date, it's all about making continuous improvements," she concluded.


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