QSR Franchise Owners Learn that Missed Calls Are Missed Sales
Even with a growing trend for online orders, 50% of QSR business is still placed over the phone. At least that’s the experience of most Domino’s franchisees. That’s because the telephone remains a quick and easy way to order a family dinner, football fare at halftime or a midnight snack during final exam week.
While software developers focus on mobile apps and e-commerce engines for ordering pizza over the Internet, where is the technology innovation for the other half the business that relies on phone orders and the staff to professionally service them? For the most part, it’s been overlooked. It’s quite a paradox. The most familiar method for placing orders has been waiting for a much needed technology refresh.
And here is a surprising fact that most QSR franchise owners have yet to learn: They are losing business every day by failing to automate the communications technology that drives 50% of their business. They are missing calls during the peak hours of customer demand. And missed calls are missed sales.
Here is what is happening to the typical QSR franchise that as failed to replace an aging analog-based telephone system with a modern IP-based business communications service. The number of analog lines provisioned for a given store creates a limit on the number of concurrent calls they can receive. And at peak demand times (during evenings and weekends) their aging phone system simply can’t keep up.
The following graphic illustrates the problem. With 5 analog phone lines, the concurrent call capacity is limited to 5 concurrent calls. That means additional callers will get a busy signal until the call volume subsides. It would be like having 5 check-out lanes open at the grocery store on the day before Thanksgiving – only worse. Instead of long lines, you simply won’t be able to buy your groceries until the rush is over on the day after Thanksgiving. Most customers will choose to take their business elsewhere.
For many QSR stores, like Dominos franchises, the number of missed calls can represent 10% to as much as 50% lost business. There is no way to know just how many calls are going unanswered until the limit placed on the number of concurrent calls has been removed.
The graphic below illustrates a modern QSR business communications system. It leverages IP communications (internet protocol) to transform a fixed number of analog phone circuits into an unlimited number of virtual connections transported by hybrid cloud technology. A high speed broadband connection delivers all calls received during busy hours to the store. A backup connection ensures continuous operation.
Inside the store, an intelligent voice communications server distributes calls to available personnel, announcing them both audibly and visually on a digital wallboard for all employees to see and hear. The wallboard informs the staff about calls on-hold while the voice server provides an automated attendant that reminds callers about special offers and promotions. Metrics track all service levels so that owners and managers can be alerted to any drop off in the timeliness or the quality of customer service levels.
The following list itemizes some of the many capabilities found in a business communications service that has been optimized for the QSR environment:
- Unlimited call capacity
- Professional greetings
- Call queuing & call distribution
- Incoming call announcements
- Caller on-hold reminders
- Bi-lingual call routing
- Call groups (customers, drivers, vendors)
- Listen, coach & train restaurant staff
- Superior HD call quality
- Automatic fail-over capability
- Real-time alerts of system problems
- Time-to-Answer and Time-to-Service,
- Call volume and abandoned calls
- Call detail records with caller ID and recordings
- Daily, weekly and monthly performance reports
Unified Office is a provider of managed services for QSR franchise owners like Domino’s and others. They have created a 3-part video series to educate franchise owners about this new voice communications technology and how other owners have utilized the service to grow their business, drive operational efficiency and create a winning store culture.
If you’d like to view the video series, CLICK HERE