Amber Hickman |
Restaurant chain Chipotle Mexican Grill has over 3,000 restaurants spanning across the USA, Canada, UK, France and Germany, with customer loyalty as a key element of its operations.
In order to cultivate this brand loyalty, Chipotle wanted to build a deeper relationship with its customers and understand them beyond just what they order, and it knew that data would be key to achieving this goal.
The chain turned to TTEC Digital and Microsoft to help it build a solution that would capture and analyse more comprehensive customer insights to empower it to deliver more meaningful and personalised consumer experiences.
TTEC helped Chipotle implement Microsoft Dynamics 365 Customer Insights, which is able to automate the collection of customer data from a wide range of sources and then shape that data into unified customer profiles.
Chipotle is now able to leverage this customer data, automate any updates to customer profiles and access tailored data reports on consumers.
TTEC Digital also offered expert consultation services and support to Chipotle to help the organisation improve its data collection processes. Now, it is able to improve workflows, transfer dense data files into Dynamics 365 Customer Insights, update data principles so they align with business goals and implement strategies to ensure the ongoing accuracy and protection of customer data.
“TTEC Digital went above and beyond to understand and address our needs for this project,” says Sashi Kommineni, director of enterprise analytics at Chipotle. “They have remained 100 per cent committed to understanding our needs and supporting those since day one.”
Since partnering with TTEC Digital and Microsoft, Chipotle has been able to merge over 400 million records into over 125 million customer profiles. The chain now projects as much as $280 million in annual sales revenue growth as a result of having deeper insights into target market segments and discovering cross-sales opportunities. As much as 34 per cent of this growth can be attributed to Chipotle also uncovering new customers and cross-sales opportunities.
By utilising data in Dynamics 365 Customer Insights, Chipotle also now has a more holistic understanding of customer preferences and can identify buying trends and patterns across interaction channels. This is helping the chain to customise communications based on the individual consumer, including suggested products and add-on purchases, coupon code offers and loyalty programme promotions.
Furthermore, by eliminating external data transfers and managing all data in one place, Chipotle is able to better protect customer data.
In addition to receiving support with customer relationships, Chipotle has been able to streamline business operations and use the data it has collected to more accurately forecast inventory and sales needs based on customer behaviours, trends and geographical information.
Chipotle and TTEC Digital are continuing their partnership and will work together to find new ways to leverage technology to increase knowledge of Chipotle’s consumers and deliver high-quality customer experiences.
“TTEC Digital put in a lot of work to figure out what it was that Chipotle wanted from the firm and determine how it could best support those needs,” says Kommineni. “We have really enjoyed the collaboration we’ve received from TTEC Digital and look forward to continuing this relationship.”
This article was originally published in the Autumn 2023 issue of Technology Record. To get future issues delivered directly to your inbox, sign up for a free subscription