Popeyes taps Winnipeg firm

You wouldn't think Atlanta-based Popeyes Chicken & Biscuit Restaurants would ask a small firm from Winnipeg to help manage its customer relations. But, in April, the 1,000-plus fast food chain plugged into the customer service and data gathering system of 23-year-old Canadian firm Tell Us About Us.

You wouldn’t think Atlanta-based Popeyes Chicken & Biscuit Restaurants would ask a small firm from Winnipeg to help manage its customer relations. But, in April, the 1,000-plus fast food chain plugged into the customer service and data gathering system of 23-year-old Canadian firm Tell Us About Us.

‘Popeyes had a previous provider, which took an average seven days to close a report,’ says Tell Us president Tyler Gompf, who adds that Popeyes is his largest client to date. ‘We brought that down to three days, which allows [the chain] to respond in an immediate manner in order to recapture a lost customer.’

The Tell Us About Us system has two components: the reactive Assured Resolution Program, and proactive Indicator Program. The Assured Resolution Program allows unsatisfied customers to call a 1-800 number, which they can find on P-O-P material, with a complaint or service issue. The details are taken down, and passed on to the appropriate personnel at Popeyes who can deal with the situation.

Meanwhile, the Indicator Program is driven by a mechanism distributed to the customer, such as a card, asking them to ‘tell us about us’ for some type of reward, like a dollar off their next purchase. People answer questions via a touch-tone telephone or online, providing information that leads to an analysis of each location and region, allowing a retailer to acknowledge trends and monitor them over time.

Gompf says that the incentive offering enables Tell Us to achieve an average response rate of 20%, well above the typical 3% for regular surveys. ‘We also hear from people who wouldn’t normally respond,’ he says. ‘Usually you hear from customers that are either really upset or really happy but we’re hearing from a full range who offer suggestions you wouldn’t normally get.’

Interestingly, 80% of Gompf’s clients are U.S. firms, which he attributes to a more competitive nature south of the border. ‘There’s more demand from their customers, and they understand the importance of measuring and fine-tuning their services.’ Canadian clients include CIBC and the Keg Restaurants chain.