Technology Record - Issue 30: Autumn 2023

120 CASE STUDY: CHIPOTLE MEXICAN GRILL Mexican restaurant chain Chipotle wanted to improve its customer relationships, so it turned to TTEC Digital who helped it implement Dynamics 365 Customer Insights Delivering high-quality customer service “ TTEC Digital went above and beyond to understand and address our needs for this project” Restaurant chain Chipotle Mexican Grill has over 3,000 restaurants spanning across the USA, Canada, UK, France and Germany, with customer loyalty as a key element of its operations. In order to cultivate this brand loyalty, Chipotle wanted to build a deeper relationship with its customers and understand them beyond just what they order, and it knew that data would be key to achieving this goal. The chain turned to TTEC Digital and Microsoft to help it build a solution that would capture and analyse more comprehensive customer insights to empower it to deliver more meaningful and personalised consumer experiences. TTEC helped Chipotle implement Microsoft Dynamics 365 Customer Insights, which is able to automate the collection of customer data from a wide range of sources and then shape that data into unified customer profiles. Chipotle is now able to leverage this customer data, automate any updates to customer profiles and access tailored data reports on consumers. TTEC Digital also offered expert consultation services and support to Chipotle to help the organisation improve its data collection processes. Now, it is able to improve workflows, transfer dense data files into Dynamics 365 Customer Insights, update data principles so they align with business goals and implement strategies to ensure the ongoing accuracy and protection of customer data. “TTEC Digital went above and beyond to understand and address our needs for this project,” says Sashi Kommineni, director of enterprise analytics at Chipotle. “They have remained 100 per cent committed to understanding our needs and supporting those since day one.” Since partnering with TTEC Digital and Microsoft, Chipotle has been able to merge over 400 million records into over 125 million customer profiles. The chain now projects as much as $280 million in annual sales revenue growth as a result of having deeper insights into target market segments and discovering cross-sales opportunities. As much as 34 per cent of this growth can be Photo: iStockphoto/David Tran Photo: Chipotle Mexican Grill