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"Hey Pongo is the perfect solution for improving the experience and really getting to know your customers. The tool helps forge a relationship between brand and customer."
For a Fresh Burritos, Hey Pongo is the best way to keep customers coming back. Franchisees say so!
Fresh Burritos chose Hey Pongo for its customer loyalty and relationship management in three ways:
Loyalty is the main objective that drives franchise networks like Fresh Burritos to call on Hey Pongo.
For Marlène, Fresh Burritos Bourges franchisee: "Basically, we needed a tool to build customer loyalty with rewards. Customers love gifts! I had no particular fears, given that ¾ of Fresh Burritos franchisees were already using Hey Pongo at the time."
The global roll-out to the entire network makes it much easier for franchisees to accept. From the outset, Hey Pongo has been based in France, which guarantees compliance with the RGPD and the confidentiality of customer data. Finally, the tool itself, which is very easy to learn, reassures both franchisees and their teams.
Hey Pongo also responds to franchisees' need to communicate with their customers. The SMS marketing part of the platform helps create links, re-engage and increase the frequency of visits.
While other communication channels (email, social networks, etc.) have very low conversion rates, Hey Pongo collects the phone number of each customer, who opts in to receive communications as soon as they sign up.
For Sarah, Marketing Director at Fresh Burritos, "automated SMS is a real conversion lever. On some franchises, we manage to get up to 70% conversion to bring back one-off customers!"
With Hey Pongo, Fresh Burritos can manage automatic SMS reminders or one-off SMS campaigns for specific objectives:
- Follow up with customers who are close to winning a reward;
- Catching up with lost customers;
- Celebrating birthdays;
- Distribute promotional offers, for a franchise or the entire network;
- Encourage people to leave Google reviews;
- Create an event on special dates (Valentine's Day, Dia de los muertos, and many others).
A CRM, customer database and SMS platform rolled into one, Hey Pongo meets the customer knowledge needs of franchise networks. This is the big difference between a dematerialized loyalty program and a stamped card.
"Before, we had no idea who our customers were, especially the loyal ones," says Sarah. "Now we have a typical profile, we know how many loyal customers we have, how many new ones, etc... This allows us to track revisits thanks to SMS, where before we didn't have this close relationship. We also have a better understanding of our customers' expectations (thanks to surveys too)".
Hey Pongo has rolled out its dematerialized loyalty program on touch tablets. It has been rolled out to Fresh Burritos network franchises from 2021. With a fun enrolment process, it offers customers the advantage of receiving gifts as soon as they log on for the first time.
With a Hey Pongo tablet in your colors facing customers, they can join your loyalty program on their own. According to Marlène, "since I've put the tablet right in front of customers, in front of their eyes, it's been used a lot more. "They can register while waiting for their tray, their payment... And it's just as important that we offer it to customers. Almost everyone I offer it to agrees to put their phone number on it."
The key to the successful deployment of Hey Pongo is employee acceptance of the tool in each franchise. The advantage is that enrolment is very easy: it's up to the customer to enter his or her own data, which relieves the staff of tasks that are not usually appreciated.
Another success factor for Sarah, Marketing Director of Fresh Burritos: "Team training helped to allay fears. For example, how to know if a customer is collecting a reward, how to avoid cheating, etc. Hey Pongo was quick to adapt the solution to our way of working. And the involvement of our teams was essential in getting as many customers as possible to sign up to the loyalty program.
Another advantage of Hey Pongo is that the loyalty program generates a large customer file with statistics on visitor numbers, demographics and, above all, a telephone number for follow-up calls. 100% of customers leave their real phone number.
Over 82% of the 33,000 loyal Fresh Burritos customers have agreed to receive promotional SMS messages.
Hey Pongo offers à la carte modules. Franchisors and franchisees have the freedom to go further than loyalty rewards, by applying an à la carte SMS re-engagement strategy.
Each franchisee can find the right distance to address their customers more or less frequently, while head office retains control. In this way, the franchisor can manage campaigns that are common to the entire network, or specific to certain franchisees.
This is the case for Fresh Burritos: for Sarah, "it allows us to listen to franchisees' requests. We then discuss their needs with them, before launching".
Fresh Burritos launched more and more SMS campaigns as the value generated became apparent, through the statistics displayed on the dashboard. For Sarah, Marketing Director, "we can clearly see the power of SMS. In hindsight, it's a real marketing lever that shouldn't be overlooked. Particularly as it allows us to personalize SMS messages according to profile, and to interact with customers in a much more interactive way. In the end, the conversion rate is much higher than with other sources such as emailing, by far.
Sarah, Fresh Burritos Marketing Manager:
"Hey Pongo is really the perfect solution for improving your customer experience and really getting to know your customers. In hindsight, I don't think you should hesitate to use it as a whole to maximize your results. I really recommend this tool because it helps forge a relationship between brand and customer."
Marlène, Fresh Burritos Bouges franchisee:
"It's a super-useful, simple and effective tool that combines business with pleasure! The Hey Pongo team was there to support me every step of the way. It's easy to use once you get the hang of it. I'd recommend Hey Pongo to other retailers: restaurants, but also coffee shops, hairdressers...".
Laurent, Fresh Burritos Propriano franchisee:
"It's a fun loyalty tool to keep customers coming back. Offering rewards to customers is a plus to encourage them to come back again. I don't use automated SMS. The teams are trained, and we talk to customers about it. As the tablet is positioned right in front of them, they can type in their data while they wait for their order.
