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Serve and Be Served: 5 Things to Look for in a Support Organization

How Do You Evaluate the Quality of the Support Behind the Technology?


The word restaurant comes to us from the French and means, in its original sense, to restore1. This was no accident, as one owner in France promoted food for “restoring” the strength of his guests.

Fast forward a few centuries and today’s modern guests still seek the same restoration when they visit your quick service restaurants: a good meal, a break from work, a place to see friends and family.

Although many other parts of running restaurants have changed, the wealth of new technology solutions available to QSRs today should still support the same goal: giving every guest a restorative experience.

This comes down to service, and as QSRs look to technology for new and effective ways to serve guests, the quality of the support structure behind those solutions becomes a critical part of accomplishing that mission.

With the ultimate goal of applying technology to serve guests better, how do you evaluate the quality of the support behind the technology? Here are 5 things to consider when evaluating a support organization.

1. Omni-Channel Support

Support needs and preferences are not evenly distributed throughout the QSR ecosystem. Store managers might prefer reaching out to support through SMS while franchisee office personnel might prefer chatting with agents online or just picking up the phone for a direct conversation.

No matter the preference or hierarchy in your company, it’s essential that a support organization offer a wide range of options so your team can reach support quickly and achieve the fastest possible resolution.

Don’t settle for a support system that forces your teams to adjust to a specific channel; the right system will be built to fit seamlessly into your existing operations.

2. Agility and Flexibility

Reaching support in your preferred channel is important, but what does the experience look like after that call is answered or the case is submitted online? No number of available channels will matter if you don’t receive the answers you need quickly.

To determine the agility of the support organization, ask the following questions:

• What percentage of cases are resolved in the first phone call?
• What is the average speed of the answer for each channel?
• How many team members do you have dedicated to support?
• What is your overall customer satisfaction based on customer feedback?

The answers to these questions will help you determine if a support system has the flexibility you will need to run your QSR technology at peak performance.

3. Availability and Scalability

A fully-staffed support department with omni-channel options is not worth anything if they are not available when your team needs them. With the increasingly important role technology plays in today’s QSRs, there’s really only one standard when it comes to support availability: 24×7 x365.

When franchisees, managers, or crews need help, they need to know there is always someone to pick up the phone or respond in the chat window.

Beyond availability, QSR brands need a partner that provides complete support on an international level.

As the leading brands continue their international expansion, they should carefully evaluate the global capabilities of the available support systems to avoid the crippling situation of growing faster than their systems can handle. When forced to change systems in order to grow, QSRs risk losing the valuable integrations that can exist within a single solution platform.

4. Organizational Focus and Expertise

The most effective and profitable support partnerships come down to focus. A support partner might provide several, or maybe all, of the qualities described above, but they might lack the industry-specific focus and expertise that takes your technology to the level it needs to be to empower QSR crews and engage modern consumers.

A full focus on the QSR industry allows our team at SICOM to understand how issues affect daily operations. This deep understanding has also allowed us to build an escalation protocol into the heart of our support system—allowing the support priorities of our customers to become our priorities in order to keep mission critical technology always running.

5. More Than Just Support

A complete support provider goes beyond a reliable resource for when issues come up. The same level of service and expertise should also be applied to manufacturing, implementation, installation, and training.

Ultimately, your technologies are only as powerful as they are usable. The teams that configure, install, and implement the technology should maintain the same deep understanding of your industry to ensure the solutions will work for everyone who uses them.

This should include implementation teams that understand what QSR managers and crews need when switching technology solutions and installation teams that are capable of large, international technology rollouts across thousands of locations.

SICOMSERV

These are the standards we hold ourselves to at SICOM. Our singular focus on the QSR industry allows us to go beyond standard, tactical requests to the strategic level.

We keep the technology running, but we also help QSRs apply technology strategically so your teams are empowered to serve your guests better.

With a team of more than 265 support experts using the latest support technology to serve more than 25,000 QSRs in 53 countries, SICOMSERV is the support partner equipped to help your QSR operations grow to the next level.

SICOMSERV

See the power of a QSR focused support partner.

Contact SICOM Today


March 15, 2018

As Senior Director of Customer Service at SICOM, David guides our SICOMSERV team in their mission to deliver world-class services and support to our brand, franchise, and restaurant customers.

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