Optimizing the multi-channel customer experience for a fast casual restaurant chain

Background

An American fast casual restaurant chain has rapidly grown to over 200 locations in 15 countries. Their success and popularity come from their distinct customer service experience, which brings back customers time and time again.

Challenge

One of our client’s greatest challenges is ensuring a consistent customer experience during each visit and across all restaurants. The company needs to understand their customers’ expectations, likes and dislikes, and behavior to repeatedly and seamlessly delight each customer, in each interaction, and in each sales channel. However, it wasn’t clear how customers used their multiple sales channels or how this influenced their purchasing behavior. The company lacked access and insight into critical customer data but understood that this data could be used to enhance the customer experience. For this project, the business and technical objectives included: -Increasing operational efficiency by automating and centralizing their data infrastructure -Consolidating the view of restaurant data for use by BI tools and other business applications -Building operational ability to update records and solve data quality issues in one platform

Approach

Our initial discovery revealed critical gaps, including the lack of a single cross-channel view of guest data, no timely access to operational data, no centralized transactional repository, and insufficient data governance. To address this, Keyrus defined a holistic data strategy and implementation roadmap, recommending a comprehensive solution involving a data warehouse, an ETL framework, and a data governance solution. The final AWS-hosted architecture centers on a DWH/BI solution (Talend and Snowflake) for guest and sales data, a data governance solution (Semarchy xDM) to master location information, and Tableau for visualization, supported by change management. Our approach first centralized data from POS/ordering systems and spreadsheets using Talend and Semarchy xDM for initial upload and profiling. We then used Semarchy xDM's enrichers and validations to clean and enrich the data, followed by its matching and survivorship capabilities to consolidate different sources into a single golden source. Finally, we ensured a smooth user experience by building business-friendly views in Semarchy and implementing workflows to vet and govern updates to location data by data stewards before use in reporting, supporting use cases like cross-channel customer analysis.

Key results

Benefits

Our solution fully aligns with the organizational objectives in both the short-term and long-term. The client now has one centralized solution throughout the organization to conveniently access all restaurant-related information. Keyrus’ actionable data roadmap allowed for immediate implementation. Now that the data across multiple sales channels (mobile app, website, in-person cash transactions, kiosks, and third-party delivery) are consolidated, the team can gain insights on: -Customer acquisition and channel conversion analysis -Customer purchasing frequency analysis -Cohort analysis by purchasing behavior The client is now equipped with reporting dashboards on sales, customer demographics, and purchasing behaviors to drive and enhance their customer experience.

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