DATUK MOHAMED AZAHARI MOHAMED KAMIL
MANAGING DIRECTOR QSR BRANDS (M) HOLDINGS BHD
On how social media has impacted or promoted your business brand.
It has changed the way consumers buy and hence how businesses must sell. It is an invaluable tool to gather honest feedback and useful insights. This allows us to build better relationships and target more precisely and efficiently. The direct dialogue and immediacy afforded by this platform also humanises the brand, allowing for greater customer care to take place.
On the company’s digitalisation efforts and how it has helped in branding.
Digital has helped us predict consumer preferences real time and at scale, allowing us to tailor content and message at the right time and place. Every interface – whether online, instore or web-rooming on the KFC delivery site, digital has allowed us an opportunity to influence and hasten the consumer decision journey.
Challenges faced by your company in a
challenging economic environment.
Tightening purse strings in a highly competitive marketplace requires us to be efficient and effective in all we do. This includes the quality of our staff, the drive to stay on top of our game and the willingness to evolve to meet elevated consumer demands.
On strategies put in place to boost the company’s brand image.
Our strategies span across multi-layers – Taste, Service, Innovations, Value, Embracing Digital and Corporate Responsibility. These are ingrained in all brand efforts and is an on-going exercise. Every point of interaction between the brand and the consumer is paramount – halal friendliness, quality products, speed of service and delivery, customer service in-stores or online. All of it matters – this is central to the promise to our customers.
The importance of a meaningful connection between a brand and a consumer in brand-building.
Only brands with meaningful consumer relationships can thrive in today’s competitive marketplace. We are all ears when it comes to our consumers and their experiences, whether on-line or on-ground. Until they know how much you care, customers wouldn’t care what you have to offer.