🐓 franchisa:
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Customer Relationship Management (CRM) Strategy
Boaz Trading PLC’s CRM integrates technology, cultural insights, and data-driven personalization to build loyalty and drive repeat sales in Ethiopia’s competitive QSR market.
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### 1. Mobile App Features
A. Seamless Ordering
- User Interface (UI): Available in Amharic and English, with icons for quick navigation (e.g., “Fasting Specials” tab during religious periods).
- Customization: Modify spice levels (mild to “berbere blast”), swap sides (e.g., fries → lentil salad), and save favorite orders.
- Push Notifications: Geo-targeted alerts for nearby franchises (e.g., “10% off at Bole Branch!”).
B. Loyalty Rewards Program
- Tiered System:
- Bronze (1–5 orders): 5% cashback.
- Silver (6–10 orders): 7% cashback + free dessert.
- Gold (10+ orders): 10% cashback + birthday meal.
- Gamification: “Spin the Wheel” for discounts after every 3rd order (e.g., 50% off, free drink).
C. Feedback Management
- In-App Surveys: Post-purchase prompts (e.g., “Rate your meal ★★★★★”).
- Review Incentives: 50 ETB off next order for Google/Facebook reviews.
- Complaint Resolution: AI chatbot (Amharic-speaking) escalates issues to franchise managers within 2 hours.
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### 2. TeleBirr & HelloCash Integration
A. Payment Process
- One-Tap Checkout: Link TeleBirr/HelloCash wallets to the app for 15-second transactions.
- Offline Fallback: SMS-based payment codes for areas with poor internet (e.g., Hawassa).
B. Benefits
- Market Penetration: TeleBirr (18M users) and HelloCash (12M users) cover 70% of Ethiopia’s mobile payment market.
- Promotions: Partner with Ethio Telecom for 10% bonus airtime on app orders over 300 ETB.
C. Security
- Encryption: PCI-DSS compliant; biometric login (fingerprint/face ID).
- Fraud Monitoring: AI flags unusual activity (e.g., multiple orders in 10 minutes).
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### 3. Data-Driven Personalization
- Purchase History: Recommend vegan tibs to customers who bought salads during fasting periods.
- Location-Based Offers: Send 99 ETB coffee coupons to users near universities at 8 AM.
- Segmented Campaigns:
- Students: “Midnight Munchies” discounts (9 PM–12 AM).
- Families: Weekend family pack promos.
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### 4. Offline CRM Tactics
- Physical Loyalty Cards: For non-smartphone users (30% of population), collect stamps for free meals.
- In-Store Tablets: Allow cash-paying customers to join the loyalty program via SMS.
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### 5. Cultural Adaptation
- Fasting Periods: Auto-adjust menus to vegan-only options and notify observant customers.
- Coffee Culture: Offer “Bunna Break” bundles (coffee + snack) at 3 PM, aligning with traditional coffee hours.
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### 6. Staff Training & Engagement
- CRM Workshops: Train staff to upsell loyalty programs (e.g., “Join for free and save 5%!”).
- Incentives: Reward employees with 500 ETB bonuses for high app download referrals.
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### 7. Metrics & KPIs
| Metric | Target | Tool |
|---------------------------|---------------------|---------------------------|
| Customer Retention Rate | 65% (Year 1) | App analytics |
| Loyalty Redemption Rate | 40% | POS system |
| Average Order Frequency | 3x/week | CRM dashboard |
| Net Promoter Score (NPS) | 70+ | In-app surveys |
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### 8. Challenges & Mitigation
- Low Digital Literacy: Partner with telecom agents to demo app usage in stores.
- Internet Reliability: Lite app version (2MB) for 2G users.
- Cash Reliance: Offer 10 ETB bonuses for first-time app payments.
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### 9. Privacy & Compliance
- Data Protection: Comply with Ethiopia’s 2020 Data Protection Proclamation; anonymize purchase data.
- Transparency: Clear opt-in/out for marketing emails in app settings.
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Conclusion
Boaz Trading PLC’s CRM strategy combines hyperlocal personalization, seamless mobile payments, and cultural adaptability to foster loyalty in Ethiopia’s price-sensitive market. By leveraging TeleBirr/HelloCash integrations and AI-driven insights, the franchise maximizes customer lifetime value, directly supporting its 20% ROI target.