Food world case study: how INGO created a customized project

Find out how INGO, thanks to its experience in the world of customer experience and effective communication with its customers, managed to create a tailor-made project in the world of catering.

In this Case study in the food world, we will look at how INGO managed to create an ad hoc solution for a well-known fast food restaurant chain, applying different approaches and products in the customer care world to better handle customer requests.

Who is the client company

The INGO client is a major casual dining restaurant chain, marked by the family restaurant concept. Active for more than 20 years in Italy, over time it has always offered evolving menus ranging from meat specialties to burgers, sandwiches and specialties from around the world.

What were the client’s needs?

• Why did the company contact INGO?
  
  The client was looking for a contact center that could help them manage their growing and initially internally managed email and social requests. In 2021, therefore, it began working with INGO to create a project tailored to its needs.

• What were your needs?
  
  It was necessary to outsource customer interactions, to streamline processes and speed up responses, especially on the Facebook side.
  
  
• What services did it need and what were its goals?
  
  The company wanted to improve response times on social channels (at that time only Facebook) and also have a more complete view of the various interactions made with customers.

What has INGO accomplished for the client?

Leveraging its experience in customer care and customer experience, INGO decided to create a customized project that would take into account the real needs of the company.

At the end of 2021, planning began for the service, which saw, in early 2022, the introduction of a mail channel and a new telephone platform for customer service, which had not previously existed.

Later, in March 2022, the project was expanded to include a social media channel, for Facebook management. In April, a callback feature was implemented to improve customer interaction.
Meanwhile, between February and June, a thorough on-the-job mapping of processes and procedures was carried out along with the streamlining of internal queries (useful for operators to handle requests) to create a smooth and efficient customer journey.

In July of the same year, the integration of Zoho software, for ticket management, was successfully completed. In November, a shared analysis session was conducted to review key performance indicators and quality objectives.

In 2023, January and February saw a detailed review of processes to optimize key performance indicators and economic efforts, carried out collaboratively.

In 2024, in January, the social media management strategy was further enhanced with the inclusion of Instagram, marking a significant expansion of the organization’s social media presence.

The results achieved

The project implemented has led to an increase in the company’s customer relations, as well as an increase in the efficiency of existing channels.

• The voice service introduced, during the hours of 11 a.m. to 10 p.m., seven days a week, has made it possible to fill a gap in customer interaction during the times and days with the greatest demand for information.
  To date, 93 percent of calls are taken by agents within the 30-second wait time.
  
• The mail channel is manned daily, and 100% of requests are handled within 24h.
  
• Social channels achieved higher-performing SLAs by staying under 30 minutes of interaction management, thus improving page ratings.
  
• The ticketing system created through the Zoo Desk integration was configured to adapt to customer needs, having a more comprehensive view of user requests.
  
• The customer journey was analyzed to be able to achieve consistent multichannel management, while also creating standardized procedures that allow agents to best handle requests, in a short time frame (SLA under 180 seconds).
  

Conclusioni

The path outlined in this case study food represents a tangible example of how collaboration and communication with customers, gradual implementation of new technologies, process efficiencies and continuous data analysis can lead to significant results.
However, the project remains in continuous evolution to address customer needs and to ensure an excellent customer experience.