In anticipation of her keynote address at the Self Service Innovation Summit this December, Kiosk Marketplace sat down with Gong cha’s Rebecca Kahn to discuss the brand’s digital journey and the challenges and opportunities presented by self-service technologies.
In anticipation of her keynote address at the Self Service Innovation Summit taking place this December, Rebecca Kahn, Gong cha’s franchise business leader for U.S. and Canada, talked with Kiosk Marketplace via Zoom to discuss the international bubble tea brand’s digital journey and the challenges and opportunities presented by self-service technologies.
Kahn, a seasoned marketing executive, shared insights into how Gong cha is leveraging technology to enhance the guest experience while preserving the personal touch that has made the brand a beloved bubble tea destination.
Balancing tech and personal interaction
One of the biggest challenges facing brands today is finding the right balance between technology and human interaction. Kahn emphasized the importance of using technology to streamline processes and improve efficiency without sacrificing the personal connection that customers crave.
“We want to ensure that our guests feel valued and cared for, even when they’re using self-service options,” she said. “The key is to use technology to enhance the experience, not replace it.”
The power of personalized service
Gong cha has found that using guests’ names is a simple yet effective way to personalize the experience and build loyalty. By incorporating names into the ordering process, even when customers are using kiosks or mobile apps, the brand can create a more welcoming and memorable experience.
“When a guest hears their name, it makes them feel like they’re more than just a transaction,” Kahn said. “It’s a small gesture that can have a big impact.”
Leveraging SMS for effective communication
SMS has become a powerful tool for brands to communicate with customers in real-time. Gong cha has been experimenting with SMS to send order updates, promotions and other relevant information to guests. However, Kahn noted the effectiveness of SMS depends on how it’s used.
“It’s not just about sending messages; it’s about sending the right messages at the right time,” she said. “We’re constantly evaluating how we can optimize our SMS strategy to provide value to our guests.”
The role of loyalty programs
Gong Cha’s loyalty program has been instrumental in driving customer engagement and repeat business. By offering incentives like free toppings and loyalty points, the brand has been able to reward loyal customers and encourage them to return.
Kahn also highlighted the importance of collecting customer feedback through surveys and other channels. “By understanding our guests’ preferences and needs, we can tailor our offerings and improve their overall experience,” she said.
The future of self-service
As technology continues to evolve, Kahn believes self-service will play an increasingly important role in the retail industry. However, she emphasized the focus should always be on using technology to enhance the customer experience, not replace it.
“The ultimate goal is to create a seamless and effortless experience for our guests,” she said. “By combining the best of both worlds — technology and personal service — we can build lasting relationships and drive long-term success.”
As Gong cha continues to innovate and adapt to the changing retail landscape, it’s clear the brand is committed to providing exceptional customer experiences. By leveraging technology in a strategic way, Gong cha is positioning itself as a thoughtful and innovative brand.
Self Service Innovation Summit
Now in its fifth year, SSIS will examine advances in technology that are empowering businesses to provide products and services when, where and how consumers expect them. The event will cover self-service, kiosk, vending and mobile solutions that can be applied in a wide range of settings.
The summits is hosted by Networld Media Group, a leading business-to-business media communications company specializing in digital media, associations and events in the mobile, self-service, digital signage, retail, food service and financial services industries.
Registration is open for Self Service Innovation Summit and event organizers are seeking speakers to participate on panel talks. If interested reach out here.
