BRIX HOLDINGS
“ We had to scramble during COVID to provide our customers with online ordering , and to build those relationships with third-party vendors ”
CARISSA DE SANTIS CTO , BRIX HOLDINGS
business . We have this gut feeling , and so a lot of times – right or wrong – we make decisions based on emotion .
“ Using data allows us to make informed , data-driven decisions ; what we think might be happening might not actually be what is happening and data takes the emotion out of it . One of the things that we ’ re employing across our brands is a new guest feedback tool .”
As DeSantis describes , gone are the days of asking customers to fill in long surveys to receive something for free .
“ It ’ s two quick initial questions with a scan of a QR code on your mobile phone ” she says . “ The next day we ping them again and ask if they would be willing to answer just a few more questions . This new approach is providing us great insights on the customer journey .”
Technology is also enabling better business intelligence , and improving decision-making .
“ We ’ re adding technology where cameras can see where our customers come into a location , where they ’ re dwelling , the traffic flow , and tell if they are looking at and ordering our promotional items .” DeSantis continues . technologymagazine . com 127