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