The challenge

With end-to-end loyalty technology services supplied by multiple providers, Subway were limited in its ability to improve their loyalty proposition by personalising communications, and limited access to engagement mechanics. This inflexibility also led to long lead times and high costs to the business.

The approach

Acting as consultants, Merkle assessed Subway’s current maturity and ambition against six key areas: vision & guest strategy, data enablement, technology & orchestration, experience activation, analytics & optimisation and organisation. 

After conducting multi-touchpoint surveys across the business, Merkle created a global Subway business case and deliverables roadmap.

Through this activity customer experience maturity assessments, gap analysis and future state recommendations processes were activated with a common global approach and framework.

The outcome

In just 12 days, 33 surveys distributed across multiple business functions, with 37 interviews to gather departmental, regional and global perspective.

Increased digital interactions, channel adoption, and enhanced customer loyalty through best-in-class personalised customer lifecycle journeys driven by data and insight.

• An increased purchase frequency of just 1 sale PA through improved first party data strategy drives $100m+ incremental revenue
• Higher loyalty take-up and customer engagement through improved technology capability and connected channels  
• Improved customer NPS, advocacy and satisfaction, and sustainable incremental revenue through the delivery of a best-in-class omni-channel customer journey