A bigger slice of the pie through customer centric marketing

It seems that technology can be good for business and customers—at least in the pizza business. As highlighted in the Wichita Business Journal, Industry publication Pizza Marketing Quarterly estimates that the average online pizza order is $6 to $9 higher than the average telephone order.

Wow! So if I run a pizza place, I can use technology to get the customer to perform the majority of the transaction by themselves, saving me labor dollars, and make more profit! Deal.

But don’t think that this is just benefiting the business. Customers are getting something, too. Customers get an improved ordering experience and, most importantly, more control. You are never put on hold and there is no rush to finalize your order. And you are able to take more time to view the menu options and make special requests.

What’s the lesson? As customer-centric marketers, we must always look at our process and decide, is this what the customer wants? Often when you make decisions based on the customer, it turns out to be a win-win.

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