Serving Up Change While Strengthening The Brand
- Reducing costs and improving efficiency through automation is important, but perhaps not as important as maintaining or improving the customer experience.
- AI-powered social engagement can provide better customer engagement that enables customers to have a deeper connection with the brand.
“We still need that human element. How do you marry the automation with human engagement, which is critical to our brand?”
TGI Fridays is a global restaurant brand with many stakeholders: customers, employees, and franchisees. All of these and more are affected by business automation projects from the central organization. As the chief information officer (CIO) and chief strategy officer, Sherif Mityas must ensure that changes to operations and customer-experience processes involving automation always lift the brand’s reputation.