Founded in the early 1960s, this fast-food restaurant chain has grown to 3,500 stores across America. With its iconic carhops, it is universally recognized as America’s Drive-In. One might not think that fast food would generate the same level of passion or need for assistance as other industries with far more complex products or services, but given the sheer number of transactions, and the immediacy and ease of digital interaction, there is an essential need for effective customer care and quick resolutions.
The franchise business model is fraught with inconsistencies and complexity. The brand relies on independent store owners. Despite specific brand protocols and franchisee agreements, service offerings can fluctuate. Furthermore, their move toward mobile app ordering exacerbates customer service issues both on the part of the operator and the customer. As with any technology, errors occur. Wrong location, incorrect orders, missing items, etc. can trigger adverse customer interactions that are detrimental to their brand.
The restaurant chain also needs a mechanism to help identify potential problematic franchisees and system operations.