Shakey’s has offered online ordering for several years, first through its website and then through its mobile app. These orders are automatically transmitted to the nearest Shakey’s Pizza store relative to the guest’s specified address. However, a large proportion of delivery and carry out orders are still placed through the Shakey’s call center where each one is transmitted manually to restaurants by human agents.
These phone orders impact on agent productivity which is one reason why Shakey’s is focused on increasing digital engagement. While answering inquiries, addressing concerns and processing orders are all important tasks of every Shakey’s call center agent, the brand wanted to ensure the smooth conversion of calls to actual orders through Salesforce.
To do this, Shakey’s is using Salesforce to empower its dedicated social media and WeCare team to quickly sort and answer online feedback while immediately processing online orders for hungry guests.
“One of the biggest challenges we’ve had to overcome is the lack of visibility into what is being said about our brand online,” said Pearl Ocampo, Head of Social Media at Shakey’s Pizza. “We were manually logging all feedback and responses on social media into spreadsheets, and it could take a week or more to analyse the sentiment or volume of posts.”
The rollout of Salesforce Marketing Cloud’s Social Studio has made a dramatic difference. It allows Shakey’s to seamlessly capture online feedback and prioritise which messages should be responded to first. It also streamlines reporting and makes it much easier and faster to identify issues or trends. For instance, Shakey’s can measure sentiment related to new products or offers almost immediately.
Shakey’s is using these insights and efficiencies to respond more effectively to online feedback and turn inquiries and complaints into online orders. It is also starting to take orders via Facebook, providing another alternative to the call center.
“The social media team used to spend a large part of the day capturing as much information as they could from social media. Now, that information is instantly available to us so we can focus on more important, revenue-generating tasks,” said Ocampo.