MRM EXCLUSIVE: Where Everybody Knows Your Name — Improving the Customer Experience Through Segmentation, Connected Service

Not too long ago the idea of using a mobile phone to not only order a skinny latte in advance, but also receive a discount for it, as well as coupons for the local fitness gym, would be preposterous.  Yet today, these capabilities are essential to Quick Service Restaurants (QSRs) aiming to enhance and personalize the customer experience. The fundamental goal is to create a destination where customers feel at home – where you get your regular order quickly and conveniently, and where (as the old Cheers sitcom stated), everybody knows your name. 

Getting to Know YouInsight into the habits of specific customers begins with seeing patterns – let’s say “Mary” comes to my store each morning between 7 and 7:30, and always orders black coffee. I need to ensure that her coffee is ready and piping hot right on time and that she is rewarded for her loyalty with free coffee every few visits.  It’s also nice if I can send her offers from local businesses comprising cross-brand and…