How A Smart Tech Stack Empowers Customer Loyalty

by T3 Marketing

Over the past year, we’ve seen a surge of interest in loyalty programs in the restaurant industry. From casual to fast-casual to fine dining, everyone seems to want a program to engage their customers more intimately and get them returning for more.

The problem many large QSR companies are having is that there hasn’t been a simple, affordable, and easy-to-implement loyalty platform that also incorporates online ordering AND a premium customer experience. That’s why we spent the past year creating just such a solution—one that allows for combining mobile ordering and loyalty platforms that sync with our client’s existing sales and CRM solutions to leverage their customer data. Companies like Pizza Hut and 7-Eleven are seeing very positive returns.

While we get a big kick out of providing stellar front-end customer experiences with our work, we also get jazzed about what’s under the hood. The technology engine that drives our loyalty offering is a technology framework called microservices architecture.

How Microservices Work

Typically, customer experiences have been dependent on legacy systems that solve siloed point solutions. In other words, the point of sale experience is separated from online ordering, which is divorced from the CRM platform, which is separated from the loyalty offering. With so many different touch points, the customer experience suffers and ultimately breaks.

We developed a microservices architecture because it allows us to easily “plug into” any existing systems and deliver a holistic customer experience. Our clients don’t have to spend a ton of money replacing their tech stacks to have a top notch loyalty program. On top of that, it also allows us to spin up a loyalty program super fast, so that clients can be testing in market in a matter of weeks.

How is this done? Microservices aren’t a specific technology. It’s an approach to solving problems in complex systems like restaurant loyalty programs. By using microservices we can break down large and rigid monolithic architectures into a collection of loosely coupled services that can flex according to need. This gives businesses a highly adaptable system that is more affordable, easier to scale, and guarded against future updates.

And we’ve seen results. For one of our clients we were able to integrate 6 different systems into one program in a matter of months. Our approach saved them millions of dollars.

Here are some of the things we’re able to do with microservices architecture:

  • Services can be developed, deployed, and replaced independently.
  • Multiple teams can work independently and simultaneously, which allows us
to scale our development efforts.
  • Developers can deploy services on multiple tech stacks, thereby reducing the risks that come with relying on only one.

Good for the Client, Good for the Customer

One thing we’ve discovered with this approach to restaurant marketing and loyalty is that our clients’ IT departments really like it. People are always nervous when a new system has to be integrated into existing tech stacks. It usually means months of reconfiguring and back-end tinkering. But with a microservices approach, implementation time is spent on value-added development and not configuration. Some have called it a plug and play model. It’s not quite that simple, but it’s a major upgrade from the rigid loyalty solutions of the past.

And of course, when our clients are happy, their customers generally are too. And that’s why we come to work every day.

T3 Marketing

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