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Meet the CEO who personally delivers to customers

Adam Zuchetti
Adam Zuchetti
24 August 2017 1 minute readShare

The head of a high-profile national business has revealed he personally makes customer deliveries, as a means of garnering first-hand insights into his business processes and service offering.

In a strategy that leaders of larger firms are not known for, Red Rooster CEO Chris Green said that personally making deliveries when the company began trialling and rolling out a delivery service provided him with far greater insights than he otherwise would have been to access.

“I’ve actually done a lot of deliveries myself, and especially in the first year, I really needed to establish who were these delivery customers,” said Chris while speaking on the My Business Podcast.

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According to Chris, by personally investing his time and effort into the trials, he was able to determine not only that there was demand for a delivery service, but to break down the customer segments it would appeal to most – with some surprising insights.

“If I had to segment our delivery customers into two, one is they’re existing customers using us at a different occasion – it could be, they might be parents going out and there’s a babysitter, so they’re getting food brought in; they might be sick at home and can’t leave the house,” he said.

 

“But the second sort of segment is new customers. I have seen so many people that said, ‘it’s great to have another choice other than pizza, predominantly, and Indian and Chinese’.”

For Chris, maintaining a close connection with customers is important for people at all levels of the business, not just on-the-ground salespeople.

“I think that sometimes if you grow too rapidly, and particularly if you do it in a traditional sort of corporate way, you can lose some of that drive and desire at the front line.”

Hear more insights from Chris on the My Business Podcast below:

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Meet the CEO who personally delivers to customers
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Adam Zuchetti
Adam Zuchetti

Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016. 

The two-time Publish Awards finalist has an extensive journalistic career across business, property and finance, including a four-year stint in the UK. Email Adam at [email protected]

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