Nando’s turns up the heat on customer experience
RETAIL CASE STUDY
Unify Issue 5
Popular food chain Nando’s has chosen Gamma as a key partner in a bold technology move that will improve connectivity and communications UK-wide across a rapidly growing estate of 400 restaurants, and power a new analytics initiative to get closer to its customers. The programme is already paying dividends on the high street.
Trust and transparency
When it comes to selecting a provider of voice and data connectivity, most corporate buyers base their evaluation on the technical competence and network quality of the contenders.
Then they make a final choice based on price.
Tony Sharp, Nando’s Technical Services Manager for the UK and Ireland, is something of a veteran of such situations, and he says that there is a third, perhaps still more critical criteria to be considered that is overlooked by many buyers – that of honesty, openness, transparency, call it what you will.
His analysis is that in the heat of a bidding contest, contending suppliers can find it very tempting to make promises that they cannot possibly keep. He’s seen it all before:
Their logic is first win the business, then brush off the disappointment when delivery dates slip judging that the customer is now too committed to reverse their decision.
That’s classic short-termism. It undermines trust between the two parties and in the longer run serves neither of them well. It is not the basis for a long-term relationship.
Tony Sharp, Nando’s Technical Services Manager
At a time when the dwindling footfall being suffered by some restaurant chains continues to make national news.
Nando’s has the opposite problem: its restaurants are so busy that it is not unusual to see queues of people waiting outside for tables to become available.