Leading Pizza Chain Boosts Customer Service With edna’s Chat Center

A major pizza chain with 844 pizzerias across 16 countries sought to add an additional communication channel besides phone and email to enable easier customer interactions and respond quicker to incoming customer queries.

The Client

The client is a leading pizza delivery franchise operational since 2011 and with a huge footprint across 16 countries. It’s one of the fastest growing restaurant brands with 844 pizzerias catering to a huge clientele. The brand ensures strict quality control by maintaining uniform standards for all processes across its outlets.

Challenges

Inconvenient for Customers to Reach the Business: The pizza chain faced problems in that it did not have any mechanism where the customer could reach the business quickly with their order or requests. Customers had only two ways to reach the business – via phone or email. Both had their problems – some customers simply felt reluctant to call up the business, or those that did were put on hold. Emailing was not a quick option either, as customers had to wait a long time before the company could get back to them.

Inability to Respond to Customer Queries Quickly: In an age when customers not just expect but demand quick responses from businesses, the pizza chain did not have a channel that would help it respond to customer queries quickly. Based on the reviews left by customers online as well as their own experience, the pizzeria realized that they urgently needed to address the problem of
keeping customers waiting to have themselves heard. They also felt the need to have a modern and convenient channel to communicate in real time with customers and also reduce the burden of huge call volumes on their contact center staff.

Solution

To resolve its problems, the pizzeria decided to launch chat support for their customers and chose edna to be their official partner. It was designed keeping in mind the company’s corporate style and also had several language versions of one widget, which was important for a company present in diverse markets. The chat support was managed by 55 operators. The chat center was integrated with the company’s existing sales management systems such as the CRM, work time planning, WFM, business intelligence tools, chatbots, personal account, and other external systems via API.

The chat support enabled a variety of use cases including:

• automated ordering
• order cancellation
• 24×7 customer support for billing errors, etc.
• automated resolution of routine queries by chatbots

Results

The chat center solved many problems for the pizza chain. Customers could now easily reach the business over chat and report their problems or make requests. They did not have to wait for responses to their email or be put on hold when they called. As a result, more and more customers began to use chat support – the company saw almost 100,000 hits per month on their mobile app chat. Offering chat support improved the brand’s customer stickiness and enhanced their customer lifetime value.

Also, as the chat center was integrated with the brand’s existing systems like CRM, agents felt more empowered to resolve customer queries quickly as they could instantly see who their customer was and their past history with the brand. Customer queries were answered within minutes, which significantly improved customer satisfaction. The pizzeria could see that almost nine out of ten customers who left reviews of the brand on various platforms expressed their satisfaction with chat communication. Moreover, nearly 80 percent of customers who used chat support came back later to place new orders – proof that chat was working well for the brand and was helping to create a loyal customer base. Another big plus was that the brand could reduce its call volumes significantly, reducing the burden on their agents.

Implementing chat support also helped to generate plenty of customer data for the business, which analyzed it to gauge the user’s experience and make further improvements based on that.

The brand could improve customer convenience, which helped it forge close ties with its customers and improve business growth.

Results at a Glance