Shamrock Foods Research
Enhancing Customer Engagement and Streamlining the Purchase Journey for Shamrock Foods
Shamrock Foods, a leading food distributor, sought to deepen their understanding of their diverse customer base, identify pain points, and uncover opportunities for improving their customer engagement and purchase experience. This case study outlines the research methodology, key findings, and strategic recommendations made to enhance the customer journey and engagement for Shamrock Foods.
Project Goals:
Understand Customer Needs and Pain Points: Gain insights into the needs, goals, challenges, and experiences of Shamrock Foods’ customers, specifically focusing on restaurant operators.
Develop Customer Profiles: Create detailed profiles of the decision-makers and buyers within the restaurant industry.
Map Customer Journeys: Articulate and visualize the customer journey to identify critical touchpoints and opportunities for improvement.
Research Methodolody:
Stakeholder Interviews
Conducted remote interviews with key stakeholders including Shamrock’s executives and department heads to gain a baseline understanding and define research goals.
Participants included the President/COO, SVP Broadline, CIO, VP IT, VP Sales Operations, VP Customer Experience and Consultants.
Customer Interviews
Conducted remote phone/video interviews with 17 customers across different states, including Colorado, New Mexico, Arizona, Southern California, Texas and California.
Participants were categorized as Decision Makers, Buyers, and Influencers.
Profile Creation
Developed comprehensive profiles for Decision Makers, and Buyers highlighting their goals, pain points, desired experiences, and their influence on their business.
Journey Development
Articulated detailed customer journeys and identified key moments to influence and improve the decision-maker and buyer experience.
Key Findings
Decision Maker Profile
Common Job Titles: Owner, CEO President, Executive Chef, General Manager
Goals:
Develop long-term partnerships with providers
Maintain profitability during uncertain times
Create a stable labor force
Flexible food sourcing and inventory levels
Challenges:
Economic pressures such as inflation and recession fears
Industry-specific challenges like finding quality labor and rising food costs
Shamrock-specific issues including delayed deliveries and inconsistent product quality
2. Buy Profile
Common Job Titles: Purchasing Manager, Procurement Officer, Head Buyer
Goals:
Streamline purchasing processes
Ensure product quality and availability
Negotiate better pricing and terms
Challenges:
Managing inventory effectively
Handling supply chain disruptions
Balancing cost with quality
Customer Journey Insights
Pre-Purchase Phase
Challenges: Lack of clear information on product availability and pricing
Opportunities: Enhance the digital platform to provide real-time updates on inventory and personalized pricing
Purchase Phase
Challenges: Complicated ordering process and lack of flexibility in order sizes
Opportunities: Simplify the ordering interface and allow for more flexible order quantities
Post-Purchase Phase
Challenges: Inconsistent communication and delayed deliveries
Opportunities: Improve communication channels and offer more reliable delivery schedules
Recommendations
Digital Platform Enhancement
Develop a user-friendly digital platform that offers real-time inventory updates, personalized pricing, and a streamlines ordering process
Customer Relationship Management (CRM)
Implement a robust CRM system to improve communication and relationship management with customers, ensuring timely updates and consistent support
Flexible Ordering and Delivery Options
Introduce flexible order quantities and more reliable delivery schedules to better meet customer needs and manage inventory
Training and Support
Provide comprehensive training for customers on using the digital platform and offer dedicated support to address any issues promptly
Impact
Increased Customer Satisfaction: By addressing the pain points and providing a seamless experience, customer satisfaction levels increased significantly
Improved Efficiency: Streamlining the ordering process and improving communication led to enhanced operational efficiency for both Shamrock Foods and its customers
Stronger Partnerships: Developing long-term partnerships with customers fostered loyalty and trust, contributing to sustained business growth
Conclusion
The UX research and design process provided valuable insights into the needs and challenges of Shamrock Food's’ customers. By implementing the recommended strategies, Shamrock Foods can enhance their customer engagement, streamline the purchase journey, and ultimately achieve greater customer satisfaction and business success.