, UK

APAC restaurant leaders converge in QSR Media's webinar on the customer experience

Speakers stressed the need to put the customer first in the CX cycle.

Senior restaurant brand executives from across the Asia-Pacific region attended The Customer Experience Webinar, a virtual event organised by QSR Media and leading payments platform Adyen on 28 April.

The virtual event kicked off with Euromonitor International Singapore country manager Agilson Valle, who explained how the “experience more” megatrend has impacted foodservice and hospitality industries across the globe. Citing various concepts, he observes a blurring or hybridisation between food and other forms of experiences whilst fully integrating digitalised services such as delivery.

“It’s important for businesses to [treat] customers as the centre of the customer experience cycle so you can take certain processes and concepts that take that into consideration,” he said.

Succeeding presentations came courtesy of Vineet Sharma, chief operations officer of Pizza Hut Asia Pacific Holdings LLC and Yang Ming Ong, Texas Chicken’s vice president for Asia Pacific, Middle East & Black Sea Basin.

Recognising the need to ensure consistency of their customer experience for their vast 5,600-store network in the region, Sharma shared their ‘easiest, fastest, tastiest’ framework as a guiding principle in operations management.

“You need to make the experience for the consumer as easy as possible...whether it's on your digital platform, on your website - wherever they want to access it from,” he said.

But when the COVID-19 pandemic came, the chain quickly responded with a 4C response framework, getting insights and lessons from Yum! China’s experience, in order to retain and earn more brand trust and love.

Ong, meanwhile, showcased the chicken chain’s in-store restaurant design and how it communicates their brand story.

“What we cannot deny is the trend towards convenience. But in a post-COVID-world, there will still be a place for restaurants,” he said.

Adyen vice president for business development in APAC Ben Wong provided a succinct session on payments in the QSR space, explaining that “unified commerce” would enable frictionless and personalised experiences for customers.

“Whether it’s from discovery to the actual sales or after-sales, if you can actually recognise the shopper, then you have achieved unified commerce. You can actually do the marketing for them, upsell them something else or maybe even do a donation drive after the payment,” he suggested.

In case you missed it, check out the full webinar by watching it below:

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