An Integrated Approach to CRM

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An Integrated Approach to CRM in Retail
Retailers face intense performance pressure from a host of sources. These include increased competition for new customers from aggressive competitors, declining customer loyalty due in part to a saturation of programs and cost/value conscious consumers, and pricing and discounting pressures that consumers have been trained to search for, enabled by new media. The need to be relevant to the customer is more vital than ever as consumers take control of the ways they choose to engage with your brand. The digital revolution is enabling this shift from a marketing push to consumer pull, while simultaneously propelling an increase in marketing complexity due to the convergence of multiple media. Retailers need to transform to leverage customer behaviors and engagement and need to react quickly to create relevance and trust with today‘s consumer. The changes required to achieve this transformation are not trivial yet can be approached systematically for quick wins and long-term growth. Retailers must develop, implement and integrate more advanced technology and analytic and strategic approaches to maximize marketing ROI. This paper presents a basic framework for thinking about the key areas of focus and provides cases studies to show how improved technology, analytics and strategy can increase program ROI.

Retail Challenges
Retailers continue to face these key challenges: • Identifying and knowing the shopper though a 360° view • Driving incremental store traffic and demand through effective marketing • Increasing customer loyalty by better management of the relationship While this is by no means an exhaustive list of critical issues confronting today‘s retail marketer, these challenges are common to all companies. This paper briefly discusses solutions to address these issues through the simple paradigm of ―customer strategy as a business strategy.‖

Creating Retail Value with CRM
To create a customer-centric retail CRM strategy, there are three key tiers to consider. This approach combines retail CRM strategy, analytically driven marketing tactics and a robust marketing technology infrastructure to improve return on marketing investment (ROMI) (see figure 1). Integrating each of these elements creates the opportunity to address each of the key challenges faced by today‘s retailer. This starts with the foundational technology infrastructure to identify the customer, integrate all the data assets about the customer, and provide easy access to that data, which can be analyzed to uncover key insights. Based on the access to quality,

complete data, we can apply advanced analytics to create marketing programs designed to positively change customer behaviors. To close the cycle, measurement and attribution solutions ensure that we know what is working and what is not, so we can continually update and adapt marketing levers. This basis of technology-enabled analytics is the foundation to building relevant retail CRM strategies to inform not only the marketing function, but also drive insights to store operations, merchandising and customer service applications and touch points.

1. Technology Enablement
In order to enable retail value creation and CRM strategy, it all starts with an integrated technology platform to facilitate customer management across media and channels. A complete retail marketing technology platform essentially enables the following three core functions: • Identification: An identification process to link transactions to individuals • Integration: A customer data integration process that leverages offline and online data to bring disparate data sources together and manage the 360° view of the customer • Access: System and user access points and applications including campaign management, reporting, analytics Going forward, to drive world-class CRM and facilitate the value creation process, the technology platform needs to transform into a true marketing enabler as opposed to what is often a constraint to growth and progress.

2. Value Creation Process
The value creation process is the maximization of customer value over time. To do this, retailers must have access to advanced analytics to leverage the data about the customer deep experience about the industry to properly apply the analytic outcomes. This combination will create a differentiated and strategic competitive advantage to achieve business goals through development of specific customer-centric programs. Begin with analyses to help understand the dynamics of the customer lifecycle, to determine which customers are delivering the most value for the organization, and identify the key behavioral characteristics of high-value consumers. From those insights, retailers should create analytically informed targeting solutions based on predictive models to help identify customers with a high propensity to exhibit these high-value desired behaviors. These consumers are then targeted for integrated, multi-media communications designed to increase their long-term value as we redeploy resources previously allocated to less effective categories. All programs are measured to determine incremental ROI, while intensive multivariate testing will drive ongoing program improvement.

3. Retail Customer Strategy
We need to leverage our Integrated Customer Marketing (ICM™) framework to guide clients through the complexities of maximizing customer value. The framework focuses on optimizing the customer lifecycle, marketing spend and campaign performance to drive long-term customer value. The primary premise in ICM is that the customer portfolio, the combination of existing and potential customers, is a retailer‘s most strategic asset. In our opinion, competitive advantage that drives shareholder value will be created by those organizations that can most effectively understand, track, engage, measure and influence consumers at the individual level over time. In order to leverage the customer portfolio and ultimately to monetize it, retailers must first start by understanding key business challenges, long-term goals and pain points. Then, benchmark those current practices and existing capabilities to industry best practices using retail-specific CRM roadmaps. Based on the outcomes of this process, identify high-priority initiatives that will most improve customer value. The initial focus is on ―low hanging fruit‖ that will quickly enhance program performance and improve ROI with a longer-term goal of driving incremental customer lifetime value.

Benefits of CRM Software
Customer relationship management (CRM) software enables small-business owners to scale their sales and service operations by sharing crucial information throughout an organization. Solo entrepreneurs who want to scale their companies can use CRM software suites to capture key details from client relationships, track the results of marketing outreach programs, and prevent service problems from spiraling out of control.

CRM tools allow company leaders to better anticipate customer needs while enhancing service. Basic CRM software automates the process of tracking every interaction between a customer and a company representative. Many sales organizations already use some form of CRM software to estimate sales pipelines or to track closed deals. Advanced CRM software suites provide a more comprehensive view of a customer‘s real relationship to a company‘s products and services.

CRM software encompasses everything from the basic address book included on a standard cell phone to a powerful, cloud-based business intelligence system. Heavy competition in the CRM software space can sometimes lead to conflicting views about how to leverage customer relationships. The most popular CRM software suites combine basic sales tracking tools with task management systems that can automate the process of following up on leads and on closed

sales. Advanced CRM tools can facilitate satisfaction surveys, recommend next purchases, and push order status information to customers‘ online profiles.

Effective companies shape their products and services to fit the needs of their customers. CRM software gives company leaders unprecedented insight into the lives of regular customers. Organizations with multiple sales and service channels can use CRM tools to unify the flow of information, even enabling self-service options for tracking or ordering. Many CRM success stories involve teams that used software to elevate their interaction with customers and to discover new ways of developing essential products and services. For small-business owners, familiarity with a CRM software suite can become a filter for hiring strong team members.

Sales managers often assume that investing in CRM software results in immediate, measurable gains for their company's bottom line. In fact, implementing CRM software requires significant buy-in from key stakeholders, not just from company leaders and managers. Sales professionals often come to an organization with their preferred modes of tracking customer interactions, causing many CRM software implementations to become problematic. The most effective CRM software suites offer flexible ways of working with customer data, while pulling numerous threads of information together into a reliable knowledge base.

CRM software developers have already focused on social media as the next big opportunity for customer service innovation. Frequent users of social networking services, like Twitter and Facebook, expect companies to respond to service and sales requests using their preferred modes of communication. The latest CRM software integrates into customers‘ social media streams, alerting company representatives to both kudos and problems. CRM software tools have also adopted social media functions, opening up communication within companies. Some customer service centers have adapted CRM tools to act as scoreboards for in-house games, awarding points for resolving customer problems or maintaining fast response times.

Relationship between CRM and Marketing
One of the benefits of CRM marketing is it allows companies to determine who its best customers are. Once a company knows precisely who its target audience is, the company can then tweak its marketing messages to attract more of the ideal types of customers that the company has been servicing. The gathering of this information with the use of CRM also allows companies to create new products and services that meet the needs and wants of its customers.

The general rule of thumb is that 80 percent of a company‘s business comes from 20 percent of its customers. CRM systems are also used to track customer sales and behaviors. Using CRM systems to track customer purchasing behavior or which email links the customers click on when you send an email from your business can help you increase the amount of business you gain from each customer. Tracking this information allows you to segment your target audience. Segmentation allows you to further modify your messaging and offerings to meet the needs of the different sub-segments of your overall target audience.

Various types of software systems are available for businesses to implement and manage CRM. Some of the software systems cater to specific industries while others are more general. Larger companies often have a person in the organization who is responsible for inputting the data into the CRM system and running reports to analyze the data and report the findings to the marketing manager as well as upper management.

Tracking Contact
CRM systems also track interactions with the customer. The database tracks each time a promotional email is sent to the customer and what the message in the email contains. The CRM also tracks the response from the customer—the customer clicked on a link in the email and made a purchase on the company website or called customer service to ask a question and what the question was. Generally, the marketing manager reviews the information for customers who are dormant and makes a decision to either do a special promotion to re-engage the customers or purge them from the CRM system.

CRM at Shoppers Stop
Shoppers Stop is a chain of retail stores in India owned by K. Raheja Corp. It was established in 1991 and is presently spread across the nation. Shoppers Stop is considered as one stop multibrand retail outlet providing leading international and national brands in clothing for men, women and kids, accessories, cosmetics, footwear and home furnishing. In 2008 Shoppers Stop changed its logo and adopted a new logo with a punchy tag line ―Start Something New‖. Presently there are 27 stores in 12 cities. Shoppers Stop has been awarded the prestigious ―Hall of Fame‖ and won the ―Emerging Market Retailer‖ of the year award by World Retail Congress in 2008. Shoppers Stop in early 90‘s wanted to establish their brand as a family departmental store but now it has diversified into specialty business like Crossword Bookstores, Desi Café, Brio, Mothercare and M.A.C. Cosmetic Stores. The CRM initiative of Shoppers Stop entirely revolves around the concept that cost of acquiring new customer is higher than that of retaining existing one. Shoppers Stop very brilliantly imbibed this philosophy into its corporate strategy and the total success of this initiative can be attributed to religious implementation at every step and a whole hearted effort to deliver ―feel great‖ experience at every point of customer interface. Shoppers Stop (SS) has converted the concept of retail into an experience, an indulgence.

Business Analytics
  SS Initiated a Project Dhrishti (Data Warehouse) to maintain a standardized timely and accurate customer database. With the help for SAS BI server and Enterprise miner they analyzed the variety of consumption by different customers using which they were able to bring innovative customer loyalty programs. Analysis helped them understand share of wallet ,study target market demographics to assist their buying and merchandising decisions It also improved their performance in areas of inventory and vendor management, loss prevention and financial analysis

 

First Citizen Programme
At Shoppers Stop priority is given to customer convenience with customer friendly signage, alteration desk, customer service desk with gift wrapping service and off course most importantly the exclusive First Citizen Members‘ lounge to name a few. First Citizen is one of the very significant loyalty programs of Shoppers Stop. First Citizen program has 1.5 million active members across India. With this program customers become part of the First Citizen club where they have to submit an application form along with the application fee of Rs. 150. Membership to regular customers is provided in three stages – Classic Moments, Silver Age and Golden Glow. The core customer for First Citizen program falls under the age group of 16 to 40 years. Benefits come hand in hand with First Citizen program:
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Customers gain reward points each time they shop at Shoppers Stop stores or Exclusive benefits & privileges Exclusive offers on purchase Updates on various products at Shoppers Stop Exclusive cash counters which help customers to spend more time shopping than waiting in a queue

First Citizen Program contributes nearly over 50% of Shoppers Stop sales annually. The rapidly growing First Citizen Program clearly proves the fact that Shoppers Stop has been able to successfully connect with their customers through their service and special promotional offers which has converted many of them into loyal customers.

Customer Loyalty and Co-branding Initiatives
―It is no longer enough to satisfy customers. You must delight them‖ – Philip Kotler In this fast growing and competitive retail market of India, brand positioning depends a lot on customer loyalty. And Customer loyalty is the result of well-managed customer retention program. 50% of the Shoppers Stop‘s sales are drawn from Customer Relationship Management (CRM) initiatives. It is considered that Shoppers Stop has taken CRM to a new extent and now it‘s loyalty programs are considered as Customer Experience Management. Some of the Co-branding and customer loyalty initiatives taken by Shoppers Stop are as follows

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Shoppers Stop made a tie-up with Citibank and introduced First citizen Citibank card. It was the first retail shop to rope in any financial services for co-branding initiatives It also brought in Citibank stall, making the availability of loans from Citibank easy for its customers, which proves SS‘s aim on creating customer delight than just satisfaction. 50% of Shoppers Stop sales are drawn from well managed customer retention programs SKIDS was another innovative offer introduced to cover the kids of the first citizen card holders. Shoppers Stop also enrolled in ICGDS in par with the existing 29 celebrated retail shops worldwide, this is also a milestone in creating an accreditation among the customers and may also help in expanding the customer base.

Use of Technology
The ardent need of new technologies can be understood no better than Shoppers Stop. Shoppers Stop is one of those first few retail chains which introduced the use of scanners and barcodes and also encouraged the use of fully computerized operations. It is also one of those very few retail chains to have ERP (Enterprise Retail Planning), which is considered one of the best retail planning system in the world. ERP helps in quick decision making process. With this Shoppers Stop can open new stores faster and can get necessary information about merchandise and customers online. Shoppers Stop uses a mix of technologies and systems like JDA suite for retail business and SharePoint portal for their internal and external collaboration. It also uses Microsoft Exchange and Communication Server for messaging. Technologies like Oracle Financials is used for financial accounting, NetApps' SAN and NAS technologies for storage consolidation and virtualization, Business Objects for reporting, blade servers and multi-core servers with VM Ware for application deployment, and Wi-Fi networks in offices. For stores and distribution centers they use operational activities with Symbol wireless scanners. Shoppers Stop replaced its legacy system in 1998 and selected JDA. JDA solutions ensured consistency and uniformity of fixtures across all its stores thus enhancing the efficiently and helping the chain grow profitably as well as ensuring the company‘s success — particularly that of its new hypermarket business. JDA solutions have helped Shoppers Stop in many ways:
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Optimizing floor space and visualizing the layout prior to construction Inventory planning improvement through planned and systematic forecasting Provide a high magnitude of analysis and reporting Efficiently manage high inventory turns and volumes Improve the management of metrics, including service and inventory levels

Shoppers Stop also insists on the use of PeopleSoft HRMS, business intelligence solutions, elearning solutions, customer feedback systems and mobile point-of-sale systems.

Customer Relationship Management at Big Bazaar
Big Bazaar, a part of the Pantaloon Group, is a hypermarket offering a huge array of goods of good quality for all at affordable prices. Big Bazaar with over 50 outlets in different parts of India is present in both the metro cities as well as in the small towns. Big Bazaar has no doubt made a big name in the retail industry of India, moreover shopping here is further made a memorable experience with the varied rates of discounts on products as well as discount vouchers available in a variety of amounts, like INR 2000, INR 3000, INR 4000, INR 5000 and INR 10000 on all Big Bazaar products and accessories. Big Bazaar is a chain of shopping malls in India currently with more than 31 outlets, owned by the Pantaloon Group. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. The idea from the very beginning was to make Big Bazaar very comfortable for the Indian customer. That was Kishoreji‘s strength as a retailer. He had a lot of confidence in what he was doing, even though it defied conventional logic. If one looks at Indian bazaars, mandis, melas, they are environments created by traders to give shoppers a sense of moment, of event, of place. They provide an inclusive environment where men and women from all castes, creeds and classes can come and shop at the same place. The founders of Big Bazaar were from the beginning very clear that they had to reflect the look and feel of Indian bazaars at their modern outlets, so that no customer would feel intimidated with the surroundings. Big Bazaar‘s all over India attract a few thousand customers on any regular day, and a lot more if they are offering something extra on each buy, which they normally are! And the sales force at Big Bazaar along with the executives is pre- pared for them.

Objective of Big Bazaar
The central objective for earlier businesses of Big Bazaar is to bring in stability and consolidation. They were built to enforce order. However, in the new era where nothing remains constant, the dominant theme for businesses needs to be speed and imagination.

Brand Image
―Is se sasta aur accha kahin nahi‖ Nothing captures the spirit of Big Bazaar better than this one liner. It is a simple statement and yet it positioned at the top of Indian customers mind. It shows that big bazaar was built on the foundation of entrepreneurship and simplicity. They believe in service and value for the customers. They consider that it is their only duty to keep customer in mind at every step, they go that extra mile and buy directly from source in bulk so that they can get best rates by keeping the margin low.

Loyalty Program in Big Bazaar
According to Kishore Biyani, the big brain behind Big Bazaar, price, quality or services are the only way to retain customers in retail. The repeat customers spend more than the average customers and need to be encouraged to come back. That‘s why the stores have started offering special discounts to customers who join their loyalty card programme. Lifestyle, for instance, has a loyalty programme called `The Inner Circle‘, while Pantaloons offers a `Green Card‘. Rewards programmes, Westside have `Club West‘ and `First Citizen‘ from Shoppers Stop to woo the customer. Firstly, Citizen Citibank Card and ICICI Bank had tie-up with Big Bazaar. The ICICI Credit Card EDC terminals were setup in Big Bazaar. The company woos the customers to subscribe for Future Credit Card. The Future card is a loyalty cum Credit card of Future Holdings and You will get the full benefit of this card if and only if the card is used in any of the Future Group outlets like Big bazaar, and that too if swiped in an ICICI bank EDC machines in the outlet cash counter.

Different schemes
Exchange offer A new offer came in from Big Bazaar (Established retail chain in India), to exchange your old goods for coupons which one can reimburse with goods. Sabse Sasta Din 26th January and 15th August On the Republic Day and independent day have special of- fer for ordinary Indians with Big Bazaar‘s mega sales festival, ‗Sabse Sasta Din‘. No event before had influenced a day‘s routine of thousands of people in different parts of the country like this sales festival. Wednesday Bazaar Big Bazaar has introduced a Wednesday Bazaar concept called ―Hafte Ka Sabse Sasta Din‖. The aim, according to the chain, is ―to give homemakers the power to save the most and even the stores in the city don a fresh look to make customers feel that it is their day‖. The Wednesday

Bazaar also offers clothes, accessories and fashion jewellery and personal care products. Monthly Bachat Bazaar Big bazaar has scheme of ‗Monthly Bachat Bazaar‘ at the starting of every month, its start from date 1 to 8, its the time when most of the working people get their salaries, so big bazaar take good advantage of garbing these salary by giving this scheme. This offer is on food and beverages most of working people buys food and beverages for whole month during these days. Special offer before college or school start Big Bazaar provide special offer when there is time of starting schools, give special offer or discount on stationery items and for college going students provide special offer on apparel like jeans, t – shirt etc., on foot ware, bags etc., In Big bazaar in store offer on different product is going on the whole year. Sampling of new product Big Bazaar arranges a sampling stall for a new product coming into market to introduce. Customers can test those new items on free of cost and if they like it then make purchase of it. In short customers can trail a new product. Big bazaar has tie up with those products so that this can be possible. Big Bazaar has provided sampling for Nescafe, nimbooz 7 up a new product of PepsiCo, act to pop corn etc.

Big Bazaar provides a wide range of services to its customers like Trial rooms, elevators, car parking, security, baggage counter, trolleys, gift rapping, free call in case of emergency, for electronics item provide free home – delivery, wheel chair is provided at the entrance of the Big Bazaar, stretcher, in any case a mother wanted to feed her infant child or little child there is mother room to feed the child, water so that one could shop easily. They even provide them with after sale services in case of buying electronic items. One of the major services provided by them is one stop shop as one could get a whole range of items under one shop and at the most reasonable price. They always have their outlets in such a location where it is easy to commute. Big Bazaar provides a customer help desk at entrance of the shop, where customer can get all the necessary information of any new scheme or offer going on. Customer desk is for helping and guiding the customers. Customer desk help have complaint or suggestion box in which customer can write their suggestion and complaint regarding service, product etc.

Big Bazaar provides toll free number for customer care + (91) (22) 40 – 490 – 490 and email id: - support@futurebazaar. com through which customers can give their complaints and suggestion. A complaint of any customer can be solved within 24 hrs by a person who handle complaints if he is not able to solve it within 24 hrs then he try to convince that customer, that it would be solve within few hours or days. If that fellow is not at all able to solve the problem of the customer then it goes to zonal office.

Employee and sales person:
They have also given major emphasis to convince for customers in which layout has played a major role. The layout of the store is so effective that customers find their way out of what they want. Big Bazaar provides good employee service i.e their salesmen are always ready to provide help. Employee service is often neglected as part of good retail marketing but customer and employee interaction can be used as the significant tool for retail marketing.

CRM at Pizza Hut
The following steps have been taken to implement CRM at pizza hut. 1. Address value: Nothing illustrates this more than the restaurant‘s launch of the ―Big Eat, Tiny Price‖ campaign. With the special, customers can dine for only $5 on dishes such as the new Pizza Stuffed Rolls and the P‘Zone Pizza. ―We needed to have a low price-point entry into the marketplace,‖ Kraut said. Pizza Hut‘s online customers spend, on average, $2.50 more than the offline customer. Add-ons and side dishes are very popular with people ordering online. 2. Improving and increasing menu variety: Pizza Hut‘s marketing organization seeks to stimulate the market every four to six weeks. A lot of times that means introducing new menu items. It has been rolling out new locations of its Wing Street store and has seen favorable results. Kraut said Pizza Hut expects its wing business to double in the next two years. In addition to wings, Pizza Hut has made a play for pasta, as well. ―We like to stand for America‘s favorite foods,‖ Kraut said. Pizza Hut found a strong correlation with those that eat pizza and those who eat pasta. People who eat pizza four times a month, tend to eat pasta on a regular basis, as well, he said. 3. Lead in access: ―Pizza Hut has been early and often to embrace emerging media,‖ Kraut said. In June, the chain launched an iPhone App, ―The killer app for your appetite.‖ The interactive application allows customers to order pizza there — or by text message. It‘s

been wildly popular. They are at about 600,000 downloads and currently hold the #2 spot (behind Starbucks) in lifestyle applications on the AppStore. How does this translate into more business? Pizza Hut sees 30 percent of e-commerce sales coming through the iPhone. Kraut said as the company explores other mobile platforms, he anticipates that mobile will continue on the path of being a strong channel for customers. 4. Get in the new media conversation Pizza Hut is increasingly embracing emerging media through areas such as viral video. Although it‘s difficult to measure, he said customers can expect more videos like the one below — A spoof of a commercial actor flipping out. The company made news early this summer with its search for a Twintern – an intern whose main responsibility would be to create a Twitter presence and alert the pizza chain on what‘s happening on the social Web. Pizza Hut was so pleased with the Twintern‘s performance that it offered her a full-time position. Now the search is back on — this time trying to create a title for the Twintern‘s full-time position.

Loyalty programs of Pizza Hut
Pizza Hut uses loyalty programs depending on various types of customers and their needs. It offers various discount schemes to customers that visit regularly by providing discount coupons. While these discount coupons are for individual customers, there are also offers for corporate lunches, birthday parties, kitty parties etc. In light of the reasons mentioned above these loyalty programs naturally help increase the net sales of the company. The idea is to provide good customer service in order to create customer loyalty. The emergence of these loyalty programs is because of customer‘s tendency to switch to other pizza places such as Dominos, Papa Jones etc as well as other substitutes in search for quality product, service and value. Pizza Hut had to come up with loyalty programs that were compelling to customers and also cost-effective. The company gathered insight to identify customer behavior patterns. It interviewed Pizza Hut customers, reviewed existing research, built an analytic data mart based upon thousands of customers and performed a customer potential analysis. But it is difficult to employ single loyalty program for all the customers. Pizza Hut or any other company for that matter needs to first find out the needs of customers in various segments and then work accordingly. Customers that visit Pizza Hut can be segmented into following categories:  Best customers.

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Customers with potential to become best customers. Customers who switch often or those who simply have low frequency.

For best or regular customers the benefits are through various discount coupons which they receive every time they walk into any of the Pizza Hut outlets across the country. The idea is to make them feel special and to make sure that they are getting proper value for money. They are also encouraged to organize parties, corporate lunches, kitty parties for women and birthday parties for kids. Pizza Hut provides a floor space where these parties are organized and serve food depending upon the requirements. Food is mostly with Pizza and other side dishes along with desserts. To communicate the loyalty program, Pizza Hut uses direct mail, text messages, email, Web sites and in-store promotions. Pizza Hut also issues VIP cards to its best customers which they can use to avail further discounts. Pizza Hut has also introduced Gift Cards for various occasions. These Gift Cards are like any other prepaid cards that can be used for goods or services offered by the Pizza Hut. These cards can be charged with any denomination starting from Rs 250 to Rs 5000. Once charged, customers can gift them to their friends and family members. These Gift Cards can also be personalized with personal notes and wishes. Currently these Gift Cards are available only in Bangalore and Mumbai but they will be launched in other cities as well. At the corporate level these cards can be given to employees in recognition of their work. It can also be used by marketing professional in different firms as a promotional give-away along with products. Pizza Hut also let customers to earn rewards every time they dine at any Pizza Hut restaurant. These Celebration Reward Cards can be asked from the server at the Pizza Hut restaurant and can be later used to avail discounts accordingly. Birthday parties for kids can be organized at Pizza Hut restaurants. Customers can choose from available themes for organizing these parties. These parties are backed by a friendly host along with various other attractions such as games and gifts. Customers can also design and send invitations through them. Corporate lunches can also be organized where customers can have a lunch and discuss about issues with their clients and colleagues. For customers that are identified as potential best customers and for customers with low frequency the loyalty program basically revolve around distribution of discount coupons. They are also made aware of various parties that can be organized for small occasional gatherings. So that they can experience the offerings along with family and friends who may visit the restaurant in future.

In order to further improve on the services being offered to customers and to tackle its existing competitors, Pizza Hut has come up with Pizza Hut Delivery Outlets (PHD) throughout various cities across India. These outlets mainly concentrate on delivery of pizzas to its customers on time. This is one area in which Dominos has done really well and is known for its thirty minutes delivery span. They also make sure that hot Pizzas are delivered to customers on time and if in case this is assurance is not met they get the pizza for free. In order to tap customers in lower income groups, they have come up with lower price pizzas so that it can generate more revenue. In earlier days of its launch the Pizzas were mostly for middle and high income group customers but with the launch of lower priced pizzas it has increased its customer base. They have also come up with combo meals to give customers a wholesome lunch or dinner experience. These combo meals include pastas, other side dishes and a variety of desserts to choose from. Customer feedback programs were put into place in order to measure the customer experience and also to uncover opportunities so, that the issues of the customers are addressed properly and they are persuaded to visit often. Pizza Hut's program is a success for both its best customers and other customers as well.

Privacy Policy
PIZZA HUT takes all measures necessary to protect the personal data of our website‘s visitors and users, both when browsing and when entering restricted access area for authorized users/subscribers to the electronic ordering service, in accordance with Greek, Community and international law. PIZZA HUT does not receive any data from visitors and users of our web pages and areas of our website to which there is free access, and guarantees that the software that it uses does not automatically collect visitors‘ data. The company only receives data provided by registered members when they register. PIZZA HUT does not guarantee that its website will operate uninterruptedly and without faults. Nor does it bear any responsibility for difficulties or interruption of access for technical reasons or for problems affecting or suspending the operation of the electronic ordering service for a reasonable period of time. PIZZA HUT respects the confidentiality of your personal data and aims to protect it. The protection of personal data is governed by the principles of Law 2472/97 as amended by Law

3471/2006 on the protection of personal data. Our policy and how it affects users of our website is shown below.

Personal data
PIZZA HUT does not collect personal data (PD) (e.g. first name, surname, address, e-mail address, telephone number, profession, etc.) unless you provide it to us voluntarily. You will be asked for PD if you want to use certain pages of our website, specifically: ON-LINE orders. Your personal data were given to PIZZA HUT with your consent and you were informed that they might be subject to personal data processing in accordance with Law 2472/1997 as amended by Law 3471/2006. However, you retain the right to access your personal data at any time in order to request and receive, without delay, the purpose for which data are processed and information about the recipients of data in a manner which is clear and easy to understand. On the basis of Articles 11-13 of Law 2472/1997, you also have the right to raise any objections or to refuse permission for the future use of your data. In this case, you are required to send PIZZA HUT your written refusal, quoting your details in full (first name and surname, address, photocopy of ID card) at: Food Plus, 80 Eth. Antistaseos Str, 153 44, Gerakas (Marketing Department). PIZZA HUT does not hold or process any other data (including sensitive data as cited in Article 2, paragraph b of Law 2472/1997). If you wish, PIZZA HUT may use PD provided on-line to contact you and send you PIZZA HUT offers and other information. PIZZA HUT does not share this information with third parties.

We have taken measures to protect your data. No information about you leaves this company. Only PIZZA HUT employees who need this information to carry out a particular task have access to personal data. Our employees have to use secret passwords to access this information. In addition, the servers where personal data are stored are guarded in a secure facility. The Website is governed by security measures to protect against loss, misuse and corruption of information under PIZZA HUT‘s control. PIZZA HUT may use some of the personal data in its database. This data might be subject to personal data processing in accordance with Law 2472/1997 as amended by Law 3471/2006. Data are processed for the purpose of promoting and publicising PIZZA HUT‘s products and services, and for statistical purposes. The company may disclose these data to associates for advertising or statistical purposes and only for uses concerning PIZZA HUT products or services.

Customer Feedback program
The secret to understanding customers' needs, wants and concerns is making the most of customer feedback. That means not only collecting feedback, but managing and acting upon that feedback to improve your products and services. Customer feedback comes from a growing number of channels, including in-person, phone, comment cards, surveys, email, Web, social networking, mobile devices, and more. In addition, a number of individuals and departments within your company are collecting customer feedback, and in a variety of formats. For example, marketing may be conducting Web-based surveys, product development may be conducting focus groups, the contact centre may be collecting customer feedback from the support line. The challenge this creates is you do not always know what feedback is being captured, who is capturing it, where it is being stored and who is responsible for following up on it. This also makes it difficult to use this information to improve customer relationships.

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