P.F. Chang's Selects Neuron ESB For Loyalty Program
P.F. Chang’s China Bistro selected Neuron ESB application and web services integration software to unify the restaurant’s backend systems and power real-time guest communications for its P.F. Chang’s and Pei Wei brands.
Neuron ESB 3.5 implementation is currently underway and will initially support the restaurant’s new loyalty program.
Neuron ESB 3.5 is the latest version of the Neuron enterprise service bus built on Microsoft .NET. Neuron ESB integrates with Microsoft and non-Microsoft platforms, systems, and applications to provide reliable and durable messaging, application integration, business processing, workflow, and web services management.
“Communication is key to building and maintaining strong customer relationships,” says Jim Umberger, vice president of interactive and loyalty marketing for P.F. Chang’s China.
“In the past, we’ve relied heavily on replicated data and our CRM system for guest communications. By integrating our internal systems and processes, we can more efficiently run our business and initiate mutually-beneficial customer conversations that promote guest advocacy," he says.
With phase one of Neuron ESB implementation, P.F. Chang’s is revamping its existing Bistro rewards program and launching one for its Pei Wei brand. The company’s new loyalty effort will enable corporate and its 400+ locations to interact with customers in real-time via email presenting up-to-the-minute point accumulation, status, and rewards.
Before installing Neuron ESB, P.F. Chang’s relied on its CRM system to generate this type of communication, which was often sent several days after the customer visit.
Implementation of Neuron ESB can support real-time social network integrations and communication that prompt a patron to take action, such as rating the restaurant and sharing their experience on Yelp! or via other social channels.
In addition to supporting the P.F. Chang’s loyalty program, Neuron ESB can enable the real-time flow of data between systems that fuel and inform not only the restaurant’s marketing efforts but also its accounting, human resources, and operations activity. This up-to-the-minute exchange of information will give P.F. Chang’s further insight into its business for better agility in a guest-centric market.