Head of Delivery and Digital Customer Experience at SouthRock

Natasha Krchovski is a seasoned expert in the food and delivery industries. With a background in sales at companies such as Apple and Klabin, she later transitioned into the food industry. Having worked in management positions with Pizza Hut Brazil and International Meal Company, she is now responsible for the delivery and digital customer experience at SouthRock. In her role at SouthRock, she is responsible for brands like Starbucks, TGI Fridays, and Subway, as well as the eateries in Brazil.

In an exclusive interview with CIOReview Latin America, Natasha Krchovski shares her valuable insights on the importance of augmented and virtual reality within the food industry. 

Could you describe your responsibilities as the Head of Delivery and Digital Customer Experience at SouthRock and provide a brief overview of your professional journey leading to this role? 

My professional career began at Apple as a senior sales operations analyst after graduating with a business management degree from FAAP. My journey in the food industry started in 2016 when I joined Ifoods. Before SouthRock, I held management positions at Pizza Hut Brazil and the International Meal Company. 

At SouthRock, I focus on the digital customer journey, delivery, and digital platforms such as our kiosks and apps. My responsibilities include overseeing brands like Starbucks, TGI Fridays, Subway, and eateries in Brazil as part of the SouthRock group.  

What challenges do organizations face when creating digital strategies and implementing them to enhance the customer experience? 

Following the pandemic, the most significant challenges were operating the delivery business and managing the influx of aggregators. Particularly in Brazil, coping with the commission fees imposed by prominent aggregators continues to be a formidable challenge. To ensure profitability, it is necessary to adjust prices frequently and develop a dedicated Customer Relationship Management (CRM) system to comprehend and engage with our customer base.

  ​Establishing transparent communication and aligning the team with the business goals are vital ingredients for achieving success in both the digital and physical aspects of the enterprise.  

 What are some of the leading technological advancements that organizations implement that influence the industry?

 We are currently adopting an Omni-channel integration system. It empowers us to comprehend and cater to our customer's needs and preferences across multiple channels. Additionally, we are actively deploying brand-specific applications and CRM systems to ensure a seamless and unified customer experience. We ensure customer satisfaction by embracing versatile platforms and avoiding exclusive contracts with aggregators.

 Furthermore, we are implementing advanced technologies for efficient delivery services and loyalty programs, including incorporating cashback rewards. These technological solutions enable us to deliver personalized experiences tailored to their needs.

 What leadership strategies do you employ to guide your team in adapting to these transformative changes?

 My leadership strategy emphasizes comprehensive training sessions and a tactical timeline. Equipping teams with the necessary knowledge and proficiency to navigate digital and physical channels is essential. We collaborate with key stakeholders to establish productive partnerships and avoid excessive price hikes to ensure profitability without compromising customer loyalty.

 Fostering an environment of openness and clear alignment of business goals, we empower our team to work towards shared objectives and drive success in all aspects of our business.

 How do you envision the industry changing over the next couple of years?

 The future of the industry will be entirely focused on customers. The ability to comprehend and address individual customers' unique requirements will be of utmost importance. AI-driven personalization and other technologies prioritizing customer-centric experiences will play an important role in this revolution. 

 Effectively understanding and serving customers optimally will remain a major challenge and opportunity within the industry. By consistently addressing this challenge, organizations can cultivate stronger customer relationships and position themselves in an advantageous competitive position.

 What advice would you give to budding professionals in the industry?

 It is essential to prioritize training your team to thoroughly understand your customers to succeed in the digital business landscape. The relationship between operations and customer experience is closely intertwined. It is optimal to share results and operational insights while emphasizing the significance of exceptional customer service. Profitability in the digital business industry is difficult without a customer-centric focus. Understanding your team and fostering a 100 percent customer-focused outlook are the keys to success.