P.F. Chang’s will have the ability to message members of its guest loyalty program in real time through a new software package that ties together the casual chain’s backend web capabilities.
The new system will also support the loyalty program of Chang’s fast-casual sister brand, Pei Wei Asian Diner.
“Communication is key to building and maintaining strong customer relations,” said Jim Umberger, vice president of interactive and loyalty marketing for Chang’s. “In the past, we’ve relied heavily on replicated data and our CRM system for guest communications.” The new system “gives us the real time information that allows P.F. Chang’s to communicate in ways we haven’t before.”
He did not provide an example, but similar systems can handle processes like instant communication with a guest who’s ordered a particular item or registered a bad experience through a feedback mechanism.
The new system is provided by Neuron ESB.