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:

  1. Understand Customer Needs and Pain Points: Gain insights into the needs, goals, challenges, and experiences of Shamrock Foods’ customers, specifically focusing on restaurant operators.

  2. Develop Customer Profiles: Create detailed profiles of the decision-makers and buyers within the restaurant industry.

  3. Map Customer Journeys: Articulate and visualize the customer journey to identify critical touchpoints and opportunities for improvement.

Research Methodolody:

  1. 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.

  2. 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.

  3. Profile Creation

    • Developed comprehensive profiles for Decision Makers, and Buyers highlighting their goals, pain points, desired experiences, and their influence on their business.

  4. Journey Development

    • Articulated detailed customer journeys and identified key moments to influence and improve the decision-maker and buyer experience.

Key Findings

  1. 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

  1. Digital Platform Enhancement

    • Develop a user-friendly digital platform that offers real-time inventory updates, personalized pricing, and a streamlines ordering process

  2. Customer Relationship Management (CRM)

    • Implement a robust CRM system to improve communication and relationship management with customers, ensuring timely updates and consistent support

  3. Flexible Ordering and Delivery Options

    • Introduce flexible order quantities and more reliable delivery schedules to better meet customer needs and manage inventory

  4. 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.