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GoFrugal Customer Spotlight - Pizza Corner |
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 Pizza Corner Case Study also available in PDF format (790 KB) |
Customer : Pizza Corner (Leading Quick Service Restaurant Chain)
Industry : Food Corporation
Application Name: RayMedi WebSom |
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About Pizza Corner
Geneva based Global Franchise Architects (GFA) operates a chain of quick service hospitality stores under the brand name Pizza Corner in Chennai, Bangalore, Mysore, Hyderabad, Vizag, Pondichery, New Delhi, Noida, Gurgaon, Mangalore, Varanasi and Trivandrum. Pizza Corner is one of the pioneer in the Pizza Home Delivery business with a “39 minute or FREE delivery guarantee program”. Pizza Corner takes telephone orders and deliver the Pizzas. Pizza Corner provides an innovative range of pizzas, holistic Customer experience, great ambiance, decor and theme restaurants.
Pizza Corner has a large Customer base all over India and is a brand that people trust implicitly to consistently deliver a quality experience. With its proven model and excellent operating system Pizza Corner is well poised for International expansion.
In the next three to five years, GFA plans to invest $12 million in India. India accounts for 40% of its global revenue and the company has been registering a growth of 40% year-on-year.
The Challenge
Before the RayMedi solution from GoFrugal Technologies was implemented, each city had a Customer Care Center [CCC] with its own set of Customer care agents. The Customers would call the CCC to order Pizzas. Every store was connected with the CCC using dial-up modem. The order was communicated from the CCC to the store using this dial-up telephone connection. The kitchen order and the receipt were printed in the store for preparation and delivery. The previous solution suffered from a number of limitations such as
- One call center per each city and one number per city
- No Computer Telephony Integration [CTI]
- DOS program with limited CRM capability & scalability
- Unreliable Dial-up communication between GCC and store.
- Too much manual intervention and loss of time due to unreliable communication, i.e. calling the store to communicate order, tracking the order status etc.
- Very limited Customer profile information, no order history or quality of service information
- Data was split into multiple databases and consolidation of Customer data was very problem-prone.
- Service Delivery Processes and activities were difficult to analyze
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Pizza Corner delivers over a 1000 orders in each major city where they have outlets and commits to a delivery time of under 39 minutes.
With over 35 stores already operating and a very high growth rate, the above system was not meeting the business challenges. Hence, Pizza Corner was looking to replace the above system where they could have one National Guest Care Center (NGCC) where the orders are taken centrally and sent to the stores. Such a consistent and reliable interface for Customers with just one number for the entire country along with a better CRM would result in increased sales. Also, they wanted to upgrade the infrastructure from the dial-up and leased line to broadband internet since they had frequent outages, resets etc which meant lost or slow orders flowing to the outlets. Additionally Pizza Corner wanted to take SMS based orders from its Customers.
RayMedi IMCR solution from GoFrugalTech
Pizza Corner evaluated the RayMedi solution thoroughly before deciding to change over. The solution consists of 3 major components viz., National Guest Call Center (NGCC) solution, RayMedi Point of Sale (RPOS) solution at the outlet and RayMedi NetTrade as the messaging bus connecting all the components. Some of the features that suited the needs of Pizza Corner are:
- Web based, hosted service solution which is future proof in terms of having call center agents even take calls from their home i.e. the infrastructure can be centralized and through VOIP technology, calls can be delivered to Customer Service Representatives (CSRs)
- Low operating cost due to the unique RayMedi NetTrade messaging solution that can work over dynamic IP address links also.
- Integrated Multi-channel ready solution with the NGCC solution is directly connected with the point of sale. Orders can be placed through NGCC, Web, SMS and the outlet itself. As soon as an order is confirmed, bills are printed at the kitchen and cash counter at the outlet. Also, the store can take reports on sales by channel like delivery sales, dine-in sales, walk-in sales etc.
- CTI integration – as soon as an existing Customer calls NGCC, his/her address, preferences and order history are already on the screen.
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RayMedi IMCR solution allows Pizza Corner to quickly associate the calling Customer with the nearest outlet, help locate the address precisely so that delivery can happen as soon as possible. It presents the Customer profile, order history and preferences information to the CSR even before the first word is spoken. We could see that many orders were closing in 2 minutes.
Now Pizza Corner's Customers have to call only one number throughout the country. The number of CSRs required has come down by more than 30%.
The CTI integration is very helpful and I like it the most' says Mr. Kodanda Murthy, manager of NGCC where more than 30 CSRs are busily and efficiently attending to Customer calls from all over India. It not only saves time for the staff but makes the entire interaction with the Customer very personalized and efficient. Even people new to the job at NGCC feel comfortable to operate. NGCC handles a peak load of more than 200 orders/hour over several hours in the evenings and weekends. The number of orders could easily exceed 1500/day per city. Sometimes within a 3 minute interval 30-40 orders are taken and punched only to appear at the cash counter and kitchen of the destination outlet, almost instantly. Murthy shows me the big TV screen which is showing the latest order status and even a 3 minute delay in the order to going to the outlet is immediately attended to by the lead CSR.
Murthy continues – 'the RayMedi IMCR solution has helped us create a very meticulous and efficient business process here at NGCC. Before we decided to go with RayMedi solution, I thoroughly went through each and every feature and exercised them and was convinced that this would solve all our existing problems and meet the stringent quality and efficiency goals. The result is there for everyone to see now and we are constantly improving our core processes and looking at business growth'.
Transition to the RayMedi Solution
The transition was very well planned and executed and the entire upgrade was done without disrupting the business. Broadly, the solution was deployed 3 days at a pace of 15 stores in a given area on a single day. GFA has the practice of reviewing the business every 15 days, on 31st and 15th of every month. So, when they finished a cycle and started the next cycle they started with our solution. We changed in 15 stores in Karnataka during the night of 15th and the other two batches were done on the following end of month. As part of migration, the entire guest database of GFA was migrated to the new system along with the other masters required for delivery business
Benefits
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1.Improved Customer Service |
| RayMedi solution helps in tracking activities from ordering to delivery to measure system efficiency. Detailed analysis of causes for delays within and outside the delivery zone helps in continuous improvement of dine-in, walk-in, delivery and take-away businesses. Additionally, each Customer is now known to Pizza Corner and when they call-in to place and order it is a pleasant situation for both the Customers and the NGCC staff. Within the delivery zone Pizza Corner can live up to its reputation of delivering within 39 minutes or deliver free. |
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| 2.Higher Operational Efficiency |
The throughput of orders has increased substantially by eliminating all the delays in the call-in to delivery process. The broadband internet solution has also eliminated the loss of productive time that was a normal with dial-up, leased line, modem based communication. Pizza Corner can now deliver 1500-2500 orders in a day in any city in India with a high degree of Customer satisfaction |
| NGCC has brought down the costs due to centralization and avoidance of call centers in each state, city. Since the system is efficient and easy to use by CSRs, the number of CSRs required for covering the entire country has come down by 25%. RayMedi solution is very feature rich for Call Center and Outlet staff thus drastically reduces the errors that can creep in any of the order-to-delivery business processes. |
The RayMedi solution has made training of new staff much easier and even part-time staff can be employed to manage peak hour and weekend rush hours. The CSRs are learning from others and with central training, attrition is no longer a major problem.
Mr. Kodanda Murthy, NGCC manager says 'Now I am able to take care of my people and motivate them, think of how business can increase rather than run around with operational issues created by legacy infrastructure and software. Our outlets staff are very happy with the entire flow that has made everybody's life little easier. My staff are considered very smart by the outlets now'. Attrition which is always a major operational issue in any call center has now come down. |
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| 3.A Roadmap for Business Growth |
| Since the order to delivery processes are well streamlined and consumer friendly, the investment and approach can be leveraged to bring in additional GFA brands such as Coffee World, Cream & Fudge, Donut Bakers and Golden Bristles. |
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