Burger King Corp. proves the customer is king with global Guest Trac programme

Burger King Corp., the second largest fast food hamburger chain in the world, is to deliver a nationwide customer experience programme called Guest Trac in the UK, in partnership with SMG, a customer insight agency.

In an increasingly challenging market, the customer experience is a vital driver for retaining existing customers and attracting new business. This decision by Burger King Corp. to work with customer insight experts SMG in the UK, follows the implementation of GUEST TRAC in other key Burger King markets such as North America, Spain and Germany. The programme demonstrates Burger King Corp.'s focus on providing world-class customer experience by listening to its customers and acting on their feedback.
The guest feedback programme, which has been rolled out across 489 restaurants in the UK and Ireland, invites guests to complete a web-based survey via a pre-printed till receipt.  Guests are incentivised to take the survey with the offer of free fries and a drink with any adult burger purchase. The information collected is fed back to the entire Burger King system in real time and is specifically targeted to the company's operational focus on food quality, cleanliness and speed of service.
Jos Cil, president EMEA, Burger King Corp, comments: "Providing an excellent customer experience to each and every customer, in each and every restaurant is a key priority for us. The Guest Trac programme is a very valuable tool for us to get feedback first-hand from our customers, to measure how we are doing, and to take action in order to address any concerns that our customers might have".
Jeremy Michael, managing director, SMG UK, comments: "Our ability to collect, analyse and action the real data and insight from customers is integral to supporting Burger King Corp.'s core global business plans. With customer service sitting firmly at the centre of its brand values, our detailed analysis enables employees across the company to effectively use the actionable data and support genuine guest feedback to increase loyalty."
After the UK deployment of Guest Trac, the programme is set to be rolled out in other markets, with launches planned across other countries in EMEA, New Zealand and Australia in 2012.

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