With Salesforce, we can really get to know our customers and personalise their experience even as their behaviour and preferences change”

Moksh Chopra, CMO, KFC India
 
 

350

Outlets in India

Product Used:

The incredible choice and convenience available to customers today means businesses need to get smarter about engagement. For KFC India, this has sparked a journey to better understand its customers and satisfy their cravings for a personalised experience.

“The restaurant industry in India is hyper-competitive, and as our customers experiment with different outlets and new apps, we need to ensure we are able to understand individual customer needs and preferences to provide them offerings that are highly relevant,” said Moksh Chopra, CMO, KFC India.

KFC India runs 350+ restaurants across India, and aims to drive visitors to its restaurants and also increase orders through its website and app. It’s a growing challenge with new delivery apps in the region investing heavily in marketing and appealing to the digital consumer.

To compete and win customers, KFC India has turned to Salesforce to evolve its marketing and the customer experience.

“With Salesforce, we can really get to know our customers and personalise their experience even as their behaviour and preferences change,” said Chopra.

The vision for KFC India is to reach every customer with 1:1 messaging and offerings that predict what they’ll order next. This has made data capture a priority.

KFC India is using Salesforce to capture information about its dine-in and delivery customers. This includes all transaction data such as customers’ contact details, which products they’re ordering and which channels they’re using. Information is kept highly confidential and used only with customer permission.

With these insights, KFC India is starting to segment customers and personalise, to a certain extent, campaigns based on consumption and spending habits.

“In the past, we would send out the same communication to everyone in our database whereas now communications are contextualised,” said Chopra.

Campaigns are primarily sent via email, SMS and in-app notifications with the latter lowering the cost of campaigns and making it easy to measure engagement.

KFC wants to mature its campaigns and provide customers with increasingly relevant offerings. To do so, it may use Salesforce Data Management Platform (DMP) to capture more customer data and segment it more precisely.

“If we can better understand our customers across all of the different touchpoints, including social media, we can start to predict their behaviour and send them communications with the most relevant offerings that more likely to convert,” said Vipin Gupta, Head of Digital, Yum Brands

KFC India is already experiencing the results of its marketing transformation. A multichannel campaign using SMS, email and in-app notifications was run during a recent cricket season and resulted in substantial increase in CRM revenue contribution and overall ROI.

“The path we’re on with Salesforce has us very excited about the future,” said Gupta. “It’s given us what we need to not only sustain the competition, but deepen engagement with customers as their preferences evolve.”

 
 
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