Pizza Hut Delivery was experiencing two key challenges. The first was the ability to match incoming customer calls to their specific online journey to help manage and resolve issues more rapidly. The second was the validation and tracking of orders from confirmation and payment to bake. This time sensitive process involves multiple linked high capacity systems across several third party suppliers, their online merchant and independent franchises.
The team had been reliant on basic analytics and website performance tools but they failed to give the depth of insight required to identify and resolve many known and suspected issues.
The data provided from such tools also left the digital team wanting more. Whilst the data hinted at potentially serious issues, it created more questions than it answered, making it difficult to truly understand why customers were abandoning the site at unusual stages.