In a strategic move to elevate customer experiences and drive growth across its brands, Jollibee Group signed a multi-year agreement with Qualtrics as its partner for a new global customer experience (CX) program. This agreement aims to enhance the customer interactions at renowned brands such as Jollibee, The Coffee Bean and Tea Leaf, and Smashburger.
Marcos Cadena, the global chief technology officer of Jollibee Group, explained that is committed to delivering exceptional experiences for its global store network. "By leveraging Qualtrics, we can consolidate customer feedback from in-store and digital touchpoints, accelerate case resolution, and provide actionable insights for our customer-facing teams," he continues.
Jacqueline Fuentes, head of Global Customer Experience at Jollibee Food Corporation (JFC), stated that Qualtrics enables the organisation to better understand its diverse customer base, which will help ensure that it meets the customers' evolving needs and expectations. "Qualtrics provides the capabilities and insights we need to continuously enhance our customer experiences and build stronger connections with the millions of customers we serve worldwide," she continues.
Motivation
JFC's investment in customer experience is driven by multiple factors. Fuentes highlighted the importance of a customer-centric transformation, stating, "As a multi-brand organization, we needed a unified approach to understanding and improving experiences across diverse markets and customer touchpoints." This strategic direction reflects the company’s commitment to creating a cohesive and enhanced customer journey.
Additionally, the focus on data-driven decision-making played a crucial role in the selection of Qualtrics. Fuentes noted, "We wanted a solution that would provide actionable insights, not just raw data, and empower teams at all levels to take informed actions." This approach is vital for enabling the organization to respond swiftly to customer feedback.
Competitive edge and scalability
In an industry characterized by fierce competition, the ability to deliver outstanding customer experiences is paramount. Fuentes remarked, "In a competitive industry, our ability to differentiate through outstanding customer experiences is a key strategic priority." The partnership with Qualtrics is seen as a pivotal step in achieving this goal.
Scalability is another significant factor driving this initiative. With ambitious growth plans, Jollibee Group requires a platform that can scale globally while accommodating local nuances. The partnership is designed to facilitate this expansion, ensuring that customer experience strategies can be tailored to meet the specific needs of various markets.
Timeline and expected deliverables
The project has progressed rapidly since its inception, with the platform successfully launched within just three months in pilot brands and regions. Fuentes explained, "This quick turnaround has allowed us to gather early insights and refine the implementation process." The full deployment is expected to be completed by the first half of 2026, ensuring that all teams are equipped with the necessary tools and insights to deliver exceptional customer experiences.
Key deliverables from this initiative include a centralized platform for capturing and analyzing customer feedback across all brands, real-time dashboards for stakeholders, and enhanced detection of key themes and customer emotions. This will facilitate faster prioritization of improvement areas, ensuring that Jollibee Group focuses on what matters most to customers.
Immediate wins
Early results from the initiative have already shown promise. There has been a significant improvement in resolution times due to better identification of specific issues by location, product, or service. Initial insights have driven critical operational fixes in pilot brands and regions, leading to improved customer satisfaction scores.
