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Internet ordering to curry customer favour

20 April 2004


Internet ordering to curry customer favour

Little India has launched a new online ordering service to curry favour with its customers.

The innovation means customers are now able to use the Internet to order takeaways or book tables at the family business’ 11 restaurants nationwide.

The system, which was integrated by Breathe Communications using Telecom’s efax product, was designed to enhance customer service and increase the range and size of customer orders.

The owner of Wellington’s Blair Street restaurant Jugnu Gill says the system is a cost-effective way of adding value to the customer experience.

“When people order by phone they tend to stick to their tried and true favourites. By going on line they can access the whole menu from home and be more selective in their order. And with more time to choose, they’ll also hopefully order more.” Customer orders are processed at an e-fax gateway hosted by Breathe Communications and faxed to the closest of the family-run Indian restaurant and takeaway chain’s 11 restaurants around the country.

Mr Gill says the Telecom and Breathe Communications bent over backwards to develop a solution that matched the restaurants needs as simply and cheaply as possible.

“It would have been easier to set up if we had installed computers and run the whole system on-line. However, we already had fax machines in all our restaurants and we wanted to put them in use rather than invest in new technology.”

Wellington area Sales Manager Simon Hayes says Telecom prides itself on its next generation capability but is not afraid to look to older technologies to meet its customers’ needs.

“The strength of our relationships with customers are such that we understand their business needs and apply solutions to meet them rather than trying to change their business model to suit our technologies.”

Almost all takeaway orders and bookings are currently taken over the phone but Mr Gill hopes that most orders will eventually arrive via fax as customers realise the benefits of ordering online.

“If thirty orders are transferred from the phone to fax every night in each restaurant then that is a significant time saving throughout the business,” he says.


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