When it comes to fast-food giants, KFC (Kentucky Fried Chicken) is a name that stands out. Known for its delicious fried chicken, the company has managed to create a winning formula that combines a mouthwatering product with the KFC customer experience, keeping consumers coming back for more.
With over 25,000 locations in more than 145 countries, KFC has firmly established itself as a global powerhouse in the fast-food industry. What sets KFC apart, however, is not just its delectable chicken but also its unwavering dedication to providing memorable moments for its customers. This article will explore some of the customer experience initiatives and measures that have allowed it to earn a top spot in its industry.
KFC: A Taste of History
KFC’s journey began in the 1930s when Colonel Harland Sanders started serving his unique blend of fried chicken in a small roadside restaurant in Kentucky. From these humble beginnings, KFC has grown into a global icon of finger-licking goodness.
While KFC’s secret recipe of herbs and spices has remained a closely guarded treasure, the company’s relentless focus on the customer experience has truly propelled it to the top. KFC understands it’s not just about the food but the dining experience.
Customer-Centric Initiatives by KFC
KFC has consistently demonstrated its commitment to enhancing the customer journey through a variety of initiatives, many of which have contributed to the chain’s immense success worldwide. Here are some of the most notable initiatives:
- Service Guarantee: KFC takes its commitment to customers seriously, even guaranteeing satisfaction. If a customer’s order doesn’t match their prescription, KFC is quick to make amends, often by offering a refund. This level of dedication to customer satisfaction helps build trust and loyalty.
- Technology in the Kitchen: KFC recognizes that technology plays a vital role in ensuring speed and efficiency. Implementing technology in the kitchen allows KFC to serve up its iconic dishes quickly and consistently, ensuring customers get what they crave without unnecessary delays.
- “Scoop to Order”: KFC has introduced a unique approach called “Scoop to Order.” Rather than pre-packing sides, KFC employees scoop sides for each order, akin to an assembly line of open ingredient preparation. This approach enhances the freshness of each order and ensures that customers get their meals just the way they like them.
- Guest Experience Survey: KFC values customer feedback and actively seeks it through guest experience surveys. Customers can share their thoughts on their dining experiences, helping KFC identify areas for improvement. As a token of appreciation, KFC offers rewards for participating in the survey, enhancing customer engagement.
- Digital Marketing Program: KFC has rolled out an innovative SMS and mobile wallet digital marketing program at its locations. Powered by Vibes, this program offers unique promotions, rewards for repeat visits, and real-time targeted messaging to keep customers engaged and informed about the latest offerings.
The Importance of the Customer Journey for KFC
The customer journey is critical to success in the fast-food industry. KFC recognizes the significance of every touchpoint, from the moment a customer enters a restaurant or places an order online to their dining experience and beyond. Understanding this journey allows KFC to:
- Identify areas for improvement and address pain points promptly.
- Personalize interactions, tailoring the experience to individual preferences.
- Measure success through data-driven metrics.
- Foster teamwork and cross-functional collaboration.
- Continuously enhance the customer experience to maintain its position as a leader in the fast-food industry.
Customer Journey Map of KFC
One way to visualize these measures and appreciate the relationship between customers and the brand is by using the Customer Journey Map methodology. In this representation, it’s possible to include information that allows the entire team to visualize all related factors in a concise and clear manner.
To make the concept clearer, we have created an example based on the previously mentioned points about KFC and combined them with the most common actions and touchpoints within the industry.
Stage 01: AWARENESS
| Touchpoint | Activity | Pain Point | Solution |
| Television Commercials | Potential customers see KFC’s TV commercials. | Establishing initial brand presence is essential. | Invest in creative and memorable TV advertising campaigns. |
| Social Media Engagement | KFC engages with customers on social media platforms. | Building a strong initial social media presence can be challenging. | Create engaging and interactive content to connect with users. |
| Outdoor Advertising | Billboards and posters featuring KFC’s products. | Capturing attention in high-traffic areas can be competitive. | Place outdoor ads strategically in target locations. |
Stage 02: CONSIDERATION
| Touchpoint | Activity | Pain Point | Solution |
| Website and Mobile App | Customers visit KFC’s website and mobile app for menu and promotions. | Complex menu choices can lead to delays. | Simplify menu navigation and provide clear descriptions. |
| Customer Reviews | Potential customers read reviews about KFC. | Negative reviews may discourage customers. | Address negative feedback and highlight positive reviews. |
| Drive-Thru Experience | Customers visit KFC’s drive-thru for ordering. | Long wait times and order inaccuracies can deter customers. | Improve drive-thru efficiency and order accuracy. |
Stage 03: CONVERSION
| Touchpoint | Activity | Pain Point | Solution |
| In-Store Ordering | Customers place orders at the counter or kiosk in KFC stores. | Wait times and order inaccuracies can occur. | Improve in-store ordering efficiency and accuracy. |
| Mobile App Ordering | Customers use the KFC mobile app for contactless ordering. | Technical glitches can hinder the mobile ordering experience. | Ensure a seamless and bug-free mobile ordering process. |
| Delivery Service | Customers order KFC for home delivery. | Delays in delivery can lead to customer dissatisfaction. | Optimize delivery logistics and reduce delivery times. |
Stage 04: LOYALTY
| Touchpoint | Activity | Pain Point | Solution |
| KFC Loyalty Program | Customers join the KFC loyalty program. | Unclear program benefits and rewards can deter participation. | Clearly communicate the advantages of the loyalty program. |
| Exclusive Offers | KFC offers exclusive deals to loyalty program members. | Offers may not always align with customers’ preferences. | Personalize offers based on user behavior and preferences. |
| Customer Feedback | KFC collects feedback from customers for improvements. | Unresolved issues can lead to customer dissatisfaction. | Act upon feedback promptly and inform customers of improvements. |
Stage 05: ADVOCACY
| Touchpoint | Activity | Pain Point | Solution |
| Social Media Advocacy | Satisfied customers share their KFC experiences on social media. | Limited engagement and interaction can hinder advocacy. | Foster active and meaningful social media interactions. |
| User-Generated Content | Happy customers create and share content about KFC. | Limited user-generated content can impact advocacy. | Encourage and reward user-generated content creation. |
| Referral Program | Loyal customers refer friends and family to KFC. | Incentives for referrals may be lacking. | Reward customers for successful referrals and loyalty. |
Start improving the dining experience for your customers!
KFC’s secret to success lies in its legendary product and the experience it offers to people who consume its products. These elements are not exclusive to large companies and can also be carried out by any establishment with the interest of growing and satisfying its diners.
In QuestionPro, you will find all the tools and resources necessary to delve into the consumer’s mind and understand their needs and perceptions regarding the treatment received at each touchpoint of their journey.
From surveys to advanced analyses, in QuestionPro CX, you will find everything you need to improve your service and provide an experience that delights even the most demanding. Contact one of our advisors, and we will be happy to answer any questions.
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