Translation for Centralised call centre to boost chain’s delivery service

Guangzhou Municipal Office of State Administration of Taxation Highlights

17 August 2009

Enhancing turnover performance for established F&B stores is not an easy thing. When restaurants running at full capacity during peak periods and service in full swing, new customers might have a long wait for available tables or put up with compromised service. Delivery service compared to dining in does not require significant floor space. Production and processing equipment are readily available and business is easily carried out through a telephone. Gross profits are higher for takeaways than dine-ins are. The operational issues for takeaway services however, are far greater than the benefits. Transight Centralised Call Centre (CCC) is a solution designed for quick service restaurants’ home delivery operations that utilises an advanced internet-based application. A fully automated system integrated with fast order-taking screens and configurable user controls, CCC is similar to in-store POS functions that help call centre agents increase efficiency and effectiveness in handling customers’ orders. CCC enables cost saving and capture new customers via the customer loyalty management feature. Upon receiving call orders, agents would direct the orders to the outlets nearest to the customers. The orders received in the POS terminals in the outlets would immediately blast order tickets, complete with delivery address and contact details to the kitchen and delivery personnel. Through CCC, information synchronisation is enabled to keep track of orders and fulfillments and availability of delivery riders to ensure timely delivery, hence improve communication between call centres and delivery outlets. CCC also has the features to block order-taking from identified hoax customers to prevent wastages and to capture feedback from customers. Source of the new performance According to Businessweek, Egypt was the pioneer of McDonald's Delivery System (MDS)( refer to 麦乐送). Currently, delivery sales amount to 27% of total turnover with some stores contributing up to 80%. Delivery services revenue in 2006 amounted to USD90 million while in 2007, the amount surged to over 110 million. Delivery services are netting in consumptions worth USD210 million, with annual growth rate of 20- 30%; a rate that is three times of the whole chain’s turnover growth rate. McDonald's in China first launched its delivery services in Shanghai, which now covers more than 50 stores. Less than six months later, there were more than 300 riders were making delivery daily and the centre on an average seat processed 150 orders per day. It is estimated that the figure would further increase spurred by television commercials. Cuscapi is providing support and consulting services for MDS in the Asia region, including Taiwan, Hong Kong, China mainland, as well as Chinese-language regional markets. Streamlined Operations Traditional delivery service tends to give unstable and volatile performance whilst traditional take-away sales promotional flyers are costly with most space taken up by the list of contact numbers of various stores, which do not necessarily sell promotions effectively. While each store usually covers a specific local area, or regional markets to facilitate speedy delivery, customers on the other hand are usually unable to remember the contact numbers of stores. Orders very often come in during the busiest of time and unless a team is dedicated to delivery services, it would prove to be a difficult task for staff to handle both in-store and delivery orders. Delivery operations can be enhanced by integrating call ordering and centralised call centre as CCC provides flexibility in the setup and management of call centre agents and riders, as well as providing customers the ease and speed to place orders and have them delivered to their doorsteps. Call centre delivery also enables effective cost savings as the pool of call agents are able to process the orders for multiple stores, which in turn helps to grow delivery and customer reach. Systematic Ordering Traditionally, delivery starts with the store taking call orders, sending the orders to the kitchen, informing riders for delivery, riders delivering to customers and collecting cash payments. Every operational process is performed manually, resulting in missing orders, errors in orders, errors in addresses, and delivery not fulfilled or delayed. Inefficiencies as such affect revenue. Through CCC, customers are able to place orders by telephone, regardless of locations. Customers’ orders would be channeled to the nearest stores, which then received by the stores’ kitchens and prepared, and riders deliver them. The solution also enables the diverting of orders to the second nearest stores in the event when the orders fail to reach the first designated stores. This helps to minimise delays and avoid missed orders. In addition, the solution also allows the blacklisting of phantom callers and filtering of malicious rejections from customers. CCC integrates easily with the front of store module, Transight Point-Of-Sale (POS) and the back of store modules, Transight Manager and Transight Headquarters (HQ) for operations control and consolidation capabilities, which enable effective cost savings and enhance operations efficiency while providing scalability for future store expansions and growth. A comprehensive solution boosts operations efficiency and improves internal control and management without affecting the performance of existing operations setup and flow, which is important for established restaurants or chain restaurants as risks such as operations downtime, lost selling opportunities, as well as total cost of investments are determining factors. Having more than 30 years of successful experience in the industry, Cuscapi with its in-depth expertise coupled with proven solutions is able to value added various levels of needs in F&B operations.

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