Welcome to the Weekly Business Learnings series!
These days it is hard to get good service from businesses we encounter as we go about our daily lives.
This has inspired us to analyse each unique situation and share our insights so you and your business can benefit from these case studies or perhaps find out what you can do next if you happen to be working for a "toxic company" or know someone who is.
This week we take a look at Pizza Hut in Singapore.
The American fast food chain Yum ! Brands has close to 44,000 companies all over the world
Yum ! Brands own KFC, Pizza Hut and Taco Bell – are the global leaders of the chicken, pizza and Mexican-style food categories. Worldwide, the Yum! Brands system opens over six new restaurants per day on average, making it a leader in global retail development.
Half of Yum ! Brands profits are derived from markets like Singapore, outside the U.S. and they are a global fast-food restaurant leader in emerging markets.
Just last week, we were unable to order from Pizza Hut online. Ever since, they revamped their website in the second quarter of this year, there seems to numerous issues plaguing the fast-food restaurant brand.
The new Pizza Hut website wasn't user-friendly and the revamped pizza pricing was a problem for certain customers.
When we asked around, we were surprised to find that we weren't the only ones experiencing difficulty ordering online and yet there was no information whatsoever on Pizza Hut acknowledging the problem and informing customers that they were working on it.
There was a single post on August 29 saying that all hotlines, online ordering and delivery services were down yet some customers were unable to order online on the Pizza Hut website several months ago since April 2017.
There were no negative response to be found in any of the comments on their Facebook page bringing us to believe that the staff mending the social media page was more than likely not trained in the profession and had been indulging in the dark practice of deleting or marking negative comments on Facebook as spam.
Unable to grasp the use of other social media channels besides maintaining basic Facebook and Instagram pages with mediocre results, they have closed down their Twitter channel in January this year.
As a result of the countless technical glitches and inability to even have a basic ordering/ delivery function work, how many customers have Pizza Hut disappointed?
How many would not purchase from Pizza Hut again and go with the competitors' such as McDonald's or other online food ordering and delivery services?
A positive outcome could be that disappointed customers would flock to the sister brand KFC to satisfy their dining option but this is at the expense of Pizza Hut which sells slightly pricier items, meaning revenue potential for Pizza Hut could not be met due to the technical glitch and most importantly, poor management of a bad situation.
Although Pizza Hut Singapore's website was found to be up and running again just a few days ago, we are not so sure if we would be ordering from them anytime soon. This "We know but you don't need to know" attitude clearly does not bode well with some customers who do not appreciate being kept in the dark.
What is the best method to customer communications?
There simply isn't just one single best method in dealing with all customer communications.
For starters, a concerted effort with a team of well-trained staff headed by a professional digital marketing expert would have to be in place.
To find out more about how to achieve greater business results with customer communications via digital marketing and social media channels, contact us.