Global Fast Food Chain Securely Supercharges their CRM with VGS Omni-Channel Aliases

Adding a New PSP Broke Marketing and the Customer Experience

This global fast food chain had long used one payment service provider for all of their US in-store and online transactions. When they decided to switch their online transaction processing to a second PSP, unexpected consequences proved catastrophic to marketing efforts.

Adding the second PSP fractured the unified view of the customer. Even if a customer used the same card (PAN) with PSP #1 (online) and PSP #2 (in-store), it was recorded as two distinct tokens/customers. The organization could no longer tell when a consumer who bought in one place was the same consumer who bought in another. Promotions and loyalty and rewards programs became impossible and the customer experience was far from the personal touch consumers have come to expect.

The organization’s Assistant Treasurer and Senior Director, Customer Experience - Data & Analytics Strategy reached out to VGS to explore how they could fix the issue.

Deeper Customer Insights for Superb Customer Experience

Any transactions matching a known PAN – regardless of channel or payment processor – are automatically mapped to the matching alias in the CRM. This ultimately adds more transaction data to existing CRM entries keyed off of aliased PANs. With the ability to link together all transactions for a given customer in the CRM, marketing has the data they need to carry out promotions, improve customer experience, and measure the impact of their efforts. For example, the marketing team will be able to develop highly personalized customer experiences, such as sending a coupon to a customer when they’re near a store based on location data. And in a highly competitive market, this ability to monetize data is essential.