Differentiating at the right journey touchpoints is the key to value creation
Pre - purchase
During purchase
Post - purchase
QSR brands can set themselves apart by offering convenient parking facilities and displaying clear menus
Q1 - Was the QSR branch accessible to me when the need presented itself?
Voice of customer insights
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Clear menu displays with pre-paired items enable quick decisions, offering convenience
- Use visual cues like icons or color coding to draw attention to popular pairings and complimentary items
- Consider interactive digital menus that allow customers to easily explore and customise their orders
- Use high-quality images and clear descriptions to showcase menu items so that customers can visualise their order prior to ordering.
Despite all the positives, customers avoid places with parking challenges
- Provide clear, visible signage to guide customers to available parking spots and entry points
- Offer amenities like designated pickup spots for online orders and drive-thru lanes
- Implement safety features such as good lighting, surveillance cameras, and designated pedestrian pathways.
Although the overall performance of the segment is strong, there's potential for improving on the service quality and ambience
Q2 - Did the dinning/takeaway/order experience meet my expectations?
Voice of customer insights
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Customers desire a fast, smooth order-taking experience without long queues
- Implement efficient order-taking systems, such as digital kiosks or mobile apps, to reduce wait times
- Regularly train staff on customer service skills, emphasising speed, accuracy, and friendliness
- Use technology to manage queues effectively, such as virtual queuing systems or wait time displays.
While quick service is a priority, a welcoming atmosphere with comfortable seating can be a significant differentiator
- Invest in comfortable, ergonomic seating that encourages repeat visits
- Maintain high standards of cleanliness throughout the dining area, including tables, floors, and restrooms
- Control noise levels with sound-absorbing materials and background music to enhance customer experience.
Brands can set themselves apart through initiatives on community engagement and proactive feedback
Q3 - Was my interaction with the brand impactful enough to make repeat purchase?
Voice of customer insights
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Consistent community engagement by brands foster a sense of connection for customers
- Implement hyperlocal marketing strategies and tailor promotions that resonate with local culture
- Use social media platforms to run interactive campaigns, such as photo contests or local trivia challenges
- Host and sponsor local events to build a strong local presence.
Differentiating through proactive feedback makes the customers feel that their opinions matter to the brand
- Implement multi-channel feedback systems through mobile apps, websites, social media, and in-store kiosks
- Develop a system for providing personalised responses to feedback, addressing specific concerns and showing customers that their input leads to tangible changes
- Use NLP to analyse customer feedback and identify common pain points and areas for improvement.
Striking the right balance between delighting the customer and the cost of servicing them is key to maximising value
Performance of the segment on prioritised experience attributes
In the current QSR landscape, customers are increasingly focused on the quality of their experience and how effectively brands engage with them
- Brands are leveraging data analytics to personalise promotions and enhance customer interactions, using predictive demand forecasting to anticipate busy periods and adjust operations accordingly
- QSRs are introducing creative deals to attract customers while also running social media campaigns with influencers to reach a broader audience
- Loyalty programs are being enhanced with personalised rewards and exclusive offers, making them more appealing to customers and encouraging repeat visits.
Brands are increasingly vigilant about enhancing their operational efficiency and adapting to market changes
- To attract a broader customer base, brands are focusing on affordable meal options, simplifying menus to concentrate on high-demand items, and leveraging bulk purchasing to keep ingredient costs low
- QSRs are upgrading restaurant interiors and offering unique dine-in experiences to draw customers
- To address labor shortages and rising operational costs, brands are implementing digital ordering systems like kiosks and mobile apps to streamline order processing.
Low customer retention is driven by low customer satisfaction; 56 per cent of the customers are likely to switch if their needs are not met
Customer segmentation based on satisfaction and loyaltyÌý
(percentage share of respondents)
Customer retention is dependent on their satisfaction with the brand and their tendency to explore alternatives. ‘Ambassadors� are highly satisfied customers who will keep contributing to the brand’s success. ‘Switchers�, on the other hand, are always seeking better options. ‘Critics� as the third segment actively convey negative feedback about the brand, if not satisfied. Finally, ‘Dependents� are customers who remain loyal despite low satisfaction due to a lack of alternatives in the market.
42 per cent of the customers are satisfied with the current QSR brand that they order from or visit frequentlyÌý-
- Customers stay loyal to a brand if they feel they are consistently getting good value for their money, with high-quality food and generous portions
- Customers value a brand that they can rely on for consistent quality, cleanliness, and excellent service.
However, 56 per cent of the customers are likely to substitute if it fails to meet their expectations on -
- Reliability and trustworthiness due to issues like inconsistent service, poor hygiene, or negative reviews
- Failing to provide high-quality food and a diverse menu that caters to various tastes and dietary needs.
‘Expectation� pillar has the highest weightage in defining customer experience, while ‘Time and Effort� being the best performing pillar
Performance across the ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India's six pillars of customer experienceÌý
(Weightage of the pillars to the overall experience requirements)
Expectation� (27 per cent) is the key pillar of experience in influencing purchase decisions, followed by ‘Integrity� (18 per cent)
Brands can improve their performance on the ‘Expectation� pillar by �
- Maintaining a consistent level of food quality and service across all locations to build trust and reliability
- Regularly updating the menu with new and exciting options, including healthy and dietary-specific choices
- Optimising kitchen operations and streamline processes to ensure quick service, which is a primary expectation in QSRs.
Brands are enhancing the 'Time and Effort' pillar by �
- Implementing user-friendly digital ordering systems, such as mobile apps and self-service kiosks, to make the ordering process quick and easy
- Offering multiple payment options, including contactless payments, mobile wallets, and online payment methods, to speed up transactions
- Providing real-time updates on order status through mobile apps or digital screens, reducing uncertainty and wait times.
The customer’s willingness to pay more is high for the leading pillars of experience - ‘Expectation� and ‘Integrity�
Top experience attributes influencing the customer’s willingness to pay
An individual’s willingness to pay a premium is driven by immediate needs. As today’s customer evolves, the focal aspects of premiumisation has shifted from functionality to experience. These aspect may translate as personalised convenience, omnichannel browsing or even exclusivity in customer support.
- 30 per cent of the customers believe that consistency in delivering high-quality food and service builds trust, encouraging them to choose the brand even at a higher price point
- 29 per cent of the customers are eager to try out new flavors and are willing to pay a premium for a brand that introduces unique and exciting menu items
- As per 30 per cent of the customers, brands that are transparent about their practices, maintain high standards, and communicate honestly are more likely to command a premium
- 27 per cent of the customers appreciate a smooth delivery process that is quick and reliable. Customers are willing to compensate for their time by paying additional for the service.
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Our customer experience (CX) insights across sectors
Key Contacts
Dr. Puneet Mansukhani
Partner TE-Retail I Sector Head Retail I Head Global Retail - Digital and Technology Transformation
ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India
Nikhil Sethi
National Leader Consumer Goods and Co-Lead Customer & Operations
ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India
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