The Coffee House - a pioneer in building a customer care application in the F&B industry
The Coffee House and the bold idea of digitizing the customer experience at "Coffee House"
The Coffee House entered the Vietnamese F&B market quite late, it seemed that this brand would be swallowed up by other famous coffee brand chains. However, "Coffee House" quickly became one of the fastest growing coffee chains in the F&B market at that time.
According to data from Buzz Metrics, The Coffee House was in the top 10 high-end coffee chain (with an average price of 40,000 VND or more) with the most discussions on social networking sites in the fourth quarter of the year 2015.
This brand has pursued the goal of "Customer Centric" - customers always become the focus of all sales or optimization operation activities of the business. This explained why The Coffee House wanted to develop its own mobile application (app). This decision was considered "ahead of its time" because at that time, it was very few customers in Vietnam had the habit of ordering via apps, especially customers of the F&B industry.
It is not surprising that The Coffee House decided to build the first MVP as lean as possible to quickly launch the application with customers.
Build the first MVP to evaluate the feasibility of the product
The first version of The Coffee House application was required to be completed in a short and urgent time, with limited resources (human resources, budget, ...). Therefore, instead of choosing to build an in-house team to deploy this application, the brand cooperated with a product partner with experience and knowledge base in building digital products to execute. In 2016, The Coffee House accompanied GEEK Up to implement the first version of The Coffee House application.
In the stage of realizing the idea from "zero to one", GEEK Up Product team did not build the application with all the usual functions, but we selected the features which were in line with the original goal of the brand at that time. Features such as creating an account, accumulating member points, sending push notifications, updating the location of the nearest stores have been selected for integration into the application.
Through this application, Coffee House members no longer have to use hard cards like before. Instead, every customer transaction through the app would earn points. Every 20 points, customers would get 1 free drink and 10% discount for loyal customers. The number 20 was not too large and created a motivation for customers try to achieve their goals.
Think Big - Quick Win to Scale up
In June 2016, The Coffee House launched its own mobile application. The feedback from users with the first version of The Coffee House app exceeded expectations. This lead to the continuous investment in the development of this application of the BOD.
After more than 2 years, The Coffee House application has been downloaded more than 100,000 times and received positive feedback from users. This "dare to think" step that has helped the "popular coffee chain" to become a pioneering F&B enterprise in building mobile applications.
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