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Analytics Solutions Can Help Ensure Consistency Across the Global Customer Experience
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Analytics Solutions Can Help Ensure Consistency Across the Global Customer Experience

 
March 21, 2013

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  By Tracey E. Schelmetic, TMCnet Contributor
 


Retail stores and restaurant chains have extra challenges when it comes to customer service. Unlike contact centers, they have facilities considerations – keeping stores and restrooms clean, keeping parking lots well lit and free of garbage and ice and maintaining security. And unlike Web-based businesses, brick and mortar stores are isolated islands of operations that may never meet, leaving customer problems and issues that may be related forever isolated from one another, meaning that data and intelligence simply get lost in geography.


National Public Radio recently profiled a new initiative by global restaurant chain the Cheesecake Factory. Using technology from N2N Global, the chain is ensuring that data about issues at each Cheesecake Factory in the world can unite to yield real, actionable intelligence. The story’s author, Joe Palca, uses an example of two Cheesecake Factories on either side of the globe receiving complaints from customers about the texture of the pickles on a special sandwich. Ordinarily, these two clearly related incidents would never be joined and the bigger picture – that maybe there is a problem in quality with the pickle supplier – would never be realized.

To solve this problem, N2N Global partnered with IBM (News - Alert) to build tools for analyzing big data sets to help the restaurant chain look for potential problems like this, writes Palca. It’s a way to help cure the curse of “too much data” that is disjointed and disorganized, seldom (or never) yielding real intelligence. The new joint software solution will allow the Cheesecake Factory to track whether the pickles – or any other problematic ingredient -- originated from the same supplier, and whether other restaurant locations were experiencing the same problem without yet being aware of it.

It’s a way of taking “big data” and turning it into “big intelligence.” The goal, writes Palca, is something called “Customer Bliss.”

Angel.com’s (News - Alert) David Toliver cites the Cheesecake Factory example in a recent blog, and says the goal of such a software solution is to allow a customer service organization to attain “consistency, scale and personalization.”

“Being able to provide a consistent experience at opposite ends of the world is a core component in building trust with the customer,” notes Toliver. “This trust not only translates into powerful tangible results of a returning customer, but also improves the overall customer satisfaction.”

The most successful companies are those that understand the importance of consistency in the customer experience. For this reason, any customer-facing organization – a giant restaurant chain or a small contact center – needs to excel when servicing customers not only once, but every time they visit (or call). Only then can you begin to build that feeling of “customer bliss.”




Edited by Amanda Ciccatelli
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