Church’s Chicken®, the international fried chicken brand, has selected Market Force Information® (Market Force) a leader in customer experience management, to manage guest and employee contact centre services for all of its domestic locations.
Church’s Chicken will also use the Market Force analytics platform, KnowledgeForce®, to empower store operators to identify trends and areas for improvement, based on multiple customer, operational and financial data streams.
“In the face of increased competition and an ever-evolving quick-service restaurant market, insightful and reliable information is a huge advantage,” said Brendan Berg, senior vice president of Global Operations Services for Church’s Chicken. “Market Force’s KnowledgeForce platform will enable us to provide the kind of information our operators need to improve the guest experience and make smart decisions at the restaurant level.”
Market Force will provide contact center services on behalf of nearly 1,040 Church’s Chicken restaurants across 29 states, including inbound customer and team member phone calls, and web-based customer interactions. Market Force already manages a comprehensive mystery shopping program for Church’s Chicken that assesses a variety of operational attributes.
Church’s Chicken will have a centralized, comprehensive view of the data gleaned from its multiple customer experience initiatives, and the data will be further segmented into actionable intel through KnowledgeForce. The company is also integrating other brand-critical performance metrics into the centralized reporting platform, such as customer surveys, drive-thru speed-of-service metrics, operational audit results and financial performance measures, including same-store sales and guest counts. Store operators of all corporate-owned and franchised locations will have access to the data to ensure they are meeting guest expectations and driving growth.
“KnowledgeForce allows us to host and analyze multiple, disparate data sets to help our operators run their restaurants in ways that meet with consistently high levels of guest satisfaction,” Berg added. “Linking guest experience measures with other internal performance metrics such as speed of service, operational audits, same-store sales and customer counts will undoubtedly power strong, strategic growth.”
“Church’s Chicken understands that the customer experience is critical to restaurants getting ahead and staying ahead,” said Brad Christian, chief customer officer of Market Force Information. “Their strategic approach empowers store operators and executives with insights into how they are performing, where they’re improving and what each location can do to get better results.”