MGMT-5004-0GA_Report Assignment

Group 2Gurvinder Singh.N01579042Mukul Mahajan. N01540210Anal Gupta N01579406 Simranjit Kaur N01531036 Ana Carolina Lima N0140913 Keila Breder Eller N01530136

TABLE OF CONTENTS Company description ($, size, geography) of its business and business model (what does it do to make money?) .............................................................................................................. 1 CRM Practices: ...................................................................................................................................... 2 Culture: .................................................................................................................................................... 2 Scope/Dimensions: .............................................................................................................................. 3 Company vision/commitment statement, logo, slogans, general reputation ................ 3 Job titles include customer centric terms such as Customer, Client or CRM? ................. 4 CRM Practices: .......................................................................................................................................... 4 Culture: ....................................................................................................................................................... 4 Scope/Dimensions: ................................................................................................................................. 4 Web site: Is the company website "customer focused"? Easy to use? Product forums? Crowd service link? Service phone numbers? Live chat? ....................................................... 5 Terms and Conditions or Privacy Policy: Is there a "Terms and Conditions" agreement and/or Privacy Pledge or Policy when signing up to an App, Loyalty Program or Website? Specifically, how does it compare to each of the "best practices" we discussed in class (are there gaps? Are there key strengths?) ................. 5 Social Media: Is the company active on social media? What platforms? Activity examples? # followers? ...................................................................................................................... 6 Spokespeople/Influencers: Does the company use celebrity spokespeople/influencers – who/how? ....................................................................................... 6 Corp Social Responsibility: Is the company involved in CSR, such as Cause Marketing, Green Marketing, Philanthropy, Socially Active etc ................................................................. 7 Advertising: Is the company active with advertisements on TV, Radio, Paper Media? .................................................................................................................................................................... 7 Loyalty Program: Does the company have a loyalty program? Is it well regarded by its customers? What specific information is collected when signing up? How does the program compare to the best practices discussed in our classes? ............................. 8 App - does the company have/provide a mobile App? What info is required to sign- up? Finally, what are the features/benefits provided to the customer by the App? What terms must be agreed to, to use the App? ........................................................................ 8 Credit Card - does the company issue its own, branded Credit Card to customers for use? Partnered with a major credit card company? What information is required to sign-up/obtain? Is it connected to the loyalty program or app? ........................................ 9 Information Collection: Show a simple list of ALL the company collects customer information (company credit cards? Social media? Web sign-up? Surveys? Sales/promotions sign-ups? Other? etc. etc.) .......................................................................... 10 1

COMPANY DESCRIPTION ($, SIZE, GEOGRAPHY) OF ITS BUSINESS AND BUSINESS MODEL (WHAT DOES IT DO TO MAKE MONEY?) Tim Hortons, established in 1964, is a renowned Canadian quick-service restaurant chain celebrated for its coffee and doughnuts. It dominates 57% of Canada's fast-food chain market and has a substantial presence in the United States and internationally. The company's primary revenue sources are product sales, franchise operations, merchandise, and retail. It offers a diverse menu of coffee, doughnuts, sandwiches, and other breakfast and lunch items. Tim Hortons operates through a franchise-based business model, with franchisees paying fees for the right to use the brand and sell its products. The company also generates revenue by selling branded merchandise and exploring new markets and partnerships. Tim Hortons' iconic Canadian brand image, deeply rooted in the culture, contributes to its continued success. Its business strategy combines cost leadership and differentiation. The company's centralized organizational structure enhances efficiency, and it invests in technology to stay competitive. Tim Hortons is committed to corporate social responsibility through initiatives like the children's foundation and environmental stewardship, improving its public image. The organization motivates employees and customers through visibility into their future and various programs like coffee breaks and supply chain initiatives. Overall, Tim Hortons' business model is centered around offering beloved food and beverages, fostering franchise partnerships, and expanding its brand reach, ensuring its place in the competitive fast-food industry. YOUR FINDINGS ON THE COMPANY'S CRM PRACTICES, CULTURE, SCOPE/DIMENSIONS. BE SURE TO INVESTIGATE AND COMMENT ON EACH OF THE FOLLOWING SPECIFIC AREAS. ADD ANY OTHER AREAS YOU CONSIDER NOTABLE/IMPORTANT. DURING YOUR PRESENTATION, INCLUDE YOUR FINDINGS ON EACH OF THE FOLLOWING POINTS IN THE CHRONOLOGICAL ORDER SHOWN HERE: In 2021, Tim Hortons, a Canada based Retail organization with 6000 employees and revenues of $3.00B selected Salesforce Sales Cloud for Sales Automation,CRM,Sales Engagement while displacing Legacy Apps, and integrating with the existing systems being used. Custom er Vendor Old Produc t New Product Category Mark et Use rs VAR /SI Wh en Liv e Tim Horton s Salesf orce Legacy Apps Salesforc e Sales Cloud Sales Automation , CRM , Sale s Engagement CR M n/a n/a 202 1 20 21 3

CRM PRACTICES: Effective CRM practices are crucial for building and maintaining customer loyalty in the highly competitive fast-food industry. Tim Hortons, being a prominent player, likely focuses on personalized customer experiences, loyalty programs, and digital engagement. The company may leverage customer data to understand preferences, tailor promotions, and enhance the overall customer journey. Frequent buyer programs, mobile apps, and targeted marketing campaigns could be part of their CRM strategy. CULTURE: Tim Hortons' internal culture is likely shaped by its Canadian roots and the values associated with the brand. The company may emphasize teamwork, customer service excellence, and a strong work ethic. Given its franchise model, collaboration between corporate management and franchisees is crucial for maintaining consistency across locations. Employee training programs, recognition initiatives, and a commitment to quality may contribute to the overall organizational culture. SCOPE/DIMENSIONS: The scope and dimensions of Tim Hortons' operations extend beyond its core menu items. The company's scope includes international expansion, diversification of menu offerings, and exploring new markets and partnerships. Through leadership, innovation, and collaborations, Tim Hortons seeks to provide better quality products and services to its customers and communities. This is reflected in their vision statement, which states the company's overarching purpose as "to be the quality leader in everything we do" (Tim Hortons: Fresh cup of coffee). COMPANY VISION/COMMITMENT STATEMENT, LOGO, SLOGANS, GENERAL REPUTATION Tim Hortons wants to make really good food and drinks for people and help make communities better. They focus on using fresh and recommended ingredients to ensure the best quality. They also care about kids and communities, supporting programs like foundation camps to help kids succeed. Their vision is to be known for being the best at everything they do. This includes not just making good food but also being a leader in how they treat people and help the environment. Tim Hortons follows values like making a positive difference, putting customers first, doing their best, working together, and taking care of things well. 4

CULTURE: Tim Hortons cherishes a strong work ethic, excellent customer service, and teamwork because it is a truly Canadian company. Because it is a franchise, coordination between the corporate headquarters and individual stores is essential. In order to preserve a constant and upbeat work climate, the organization probably has training initiatives and recognition programmes. SCOPE/DIMENSIONS: Tim Hortons is focused about expansion, thus its scope and dimensions go beyond coffee and doughnuts. They're establishing alliances, trying out new menu items, and growing globally. Being a leader in quality and demonstrating a dedication to constant improvement and meeting client expectations are their goals WEB SITE: IS THE COMPANY WEBSITE "CUSTOMER FOCUSED"? EASY TO USE? PRODUCT FORUMS? CROWD SERVICE LINK? SERVICE PHONE NUMBERS? LIVE CHAT? I've had a great experience navigating the Tim Hortons website. It's undoubtedly customer-focused, with easy access to information about new products, engaging games and challenges, career opportunities, and a straightforward rewards system. I appreciate the clarity and simplicity in understanding these aspects. However, I did notice the absence of a service crowd platform for open discussions directly on the website. It seems like they prefer using social media platforms such as Facebook, Instagram, and Twitter for that purpose. Among these, Twitter stands out as the most responsive. While the website is user-friendly, I did miss having a live chat option for immediate assistance. Additionally, the FAQ section, though present, could be more interactive. Despite offering pre-asked questions, it doesn't provide the level of engagement I would expect. Overall, Tim Hortons has done well in creating an informative and visually appealing website. However, incorporating a live chat feature and enhancing the interactivity of the FAQ section could further improve the overall user experience. TERMS AND CONDITIONS OR PRIVACY POLICY: IS THERE A "TERMS AND CONDITIONS" AGREEMENT AND/OR PRIVACY PLEDGE OR POLICY WHEN SIGNING UP TO AN APP, LOYALTY PROGRAM OR WEBSITE? SPECIFICALLY, HOW DOES IT COMPARE TO EACH OF THE "BEST PRACTICES" WE DISCUSSED IN CLASS (ARE THERE GAPS? ARE THERE KEY STRENGTHS?) Tim Hortons has several privacy terms on its app and website, such as privacy policy, terms of service, delivery terms and mobile orders and payment terms, today we can see the company's support in different ways towards its consumers, but it was not always like this. In 2020, an 6

investigation was opened into the lack of privacy of the app, which was tracking and recording the location of its users. This generated a huge scandal around the brand of the famous coffee shop, greatly affecting the trust of its consumers in relation to its products. data, when the investigation was concluded in 2022, the fact that location data was recorded was confirmed, as well as a lesson for Tim Hortons that the app's privacy management software did not carry out adequate monitoring. Considering this case we can reinforce some lessons. All information requested from the user must be relevant and make sense for the commercial relationship between the parties. Never request consumer data without a clear need, transparency remains the best practice in any relationship. SOCIAL MEDIA: IS THE COMPANY ACTIVE ON SOCIAL MEDIA? WHAT PLATFORMS? ACTIVITY EXAMPLES? # FOLLOWERS? Tim Hortons keeps things fun and exciting on social media to connect with people and showcase their products and new stuff. They have 508,000 followers and 733 posts, making their Instagram lively and engaging. On YouTube, where they have 33.3 million subscribers and 310 videos, they reach a lot of people with their content. Facebook is another platform where they've got a big presence with 3.5 million likes. Plus, they've got 653,800 followers on X. Tim Hortons has a great and varied social media strategy to reach and connect with lots of people. Tim Hortons has more than thirty playlists on YouTube, talking about things like being responsible, sharing true stories, and their initiatives for good causes. On Instagram, they share news, show off seasonal products, share a bit about sports, and feature different people. SPOKESPEOPLE/INFLUENCERS: DOES THE COMPANY USE CELEBRITY SPOKESPEOPLE/INFLUENCERS – WHO/HOW? Tim Hortons joined hands with Justin Bieber for a fun and scrumptious marketing campaign called "Timbiebs," which introduced new donut flavors. They created Timbits inspired by the pop star, released videos announcing the collaboration, and shared the news on social media, attracting lots of attention. Customers made videos about tasting these new donuts and talked about them online, all of which became free marketing for Tim Hortons. Additionally, the merchandise released as part of this campaign became a big hit. People were selling and buying Timbiebs-branded items like empty boxes, hats, and fanny packs at much higher prices. Tim Hortons didn’t make money from these sales, but it was great exposure for the brand. The campaign turned out to be a massive success for them. 7

Tim Hortons often use a mix of advertising channels to reach a diverse audience. Traditional media channels like TV, radio, and paper media are effective for reaching a broad audience and reinforcing brand awareness. They use TV advertising to reach a large and diverse audience. Tim Hortons uses it to showcase its products, promotions, and brand messages. Television ads can be particularly effective in conveying emotional and visual elements that contribute to brand identity. Radio is another traditional medium that offers a cost-effective way to reach a local or regional audience. Tim Hortons uses radio advertising to promote specific offers, new products, and reinforce its brand image through catchy jingles and engaging narratives. Paper media, including newspapers and magazines, is used to target specific demographics and geographic areas. Tim Hortons utilize it to showcase promotions, highlight community involvement, and share stories that align with the brand values. LOYALTY PROGRAM: DOES THE COMPANY HAVE A LOYALTY PROGRAM? IS IT WELL REGARDED BY ITS CUSTOMERS? WHAT SPECIFIC INFORMATION IS COLLECTED WHEN SIGNING UP? HOW DOES THE PROGRAM COMPARE TO THE BEST PRACTICES DISCUSSED IN OUR CLASSES? Tim Hortons offers a valuable reward programme called Tims Rewards. You can accrue more points through in-app purchases, with 10 points awarded for each dollar you spend at Tim Hortons using the rewards card. There are seven points that may be redeemed, with cookies and classic doughnuts costing 300 points and wraps and bowls costing 1,800 points. Hash browns and dream doughnuts have the highest value of Tims Reward points, which range from 0.34 to 0.66 cents each point. We can use Tim's credit card to earn more points. There is no yearly charge, and you may get 15 points for every dollar you spend at Tim Hortons, 5 points for groceries, transportation and EV charging, and 1 point for every $2 you spend on other purchases. Real returns of 7.5%, 2.5%, and 0.25%, respectively, are represented by the average point value of 0.50 cents. The Tim Hortons credit card might not be the best option, though, for people who spend a lot of money on things other than Tim Hortons. With five points awarded for every dollar spent on groceries, restaurants, and food delivery, and two points for travel and transit, the American Express Cobalt Card may yield greater returns overall. Tim's credit card gives extra points for a number of different types of purchases; It is suggested that the American Express Cobalt Card would be a better choice overall, depending on spending habits. APP - DOES THE COMPANY HAVE/PROVIDE A MOBILE APP? WHAT INFO IS REQUIRED TO SIGN-UP? FINALLY, WHAT ARE THE FEATURES/BENEFITS PROVIDED TO THE CUSTOMER BY THE APP? WHAT TERMS MUST BE AGREED TO, TO USE THE APP? 9

Yes, Tim Hortons does indeed offer a mobile app that you can download onto your phone. To sign up for the app, you'll typically need to provide your basic information, such as your name, email address, and sometimes your phone number. Additionally, you might have to create a unique username and password for your account. Once you've signed up, the app offers a variety of features and benefits for customers. You can easily place orders for your favorite Tim Hortons items, whether it's for pickup or delivery. What's cool is that each purchase can earn you rewards and there are exclusive deals and personalized offers available. The app also allows you to make payments directly. When using the Tim Hortons mobile app, there are certain terms and conditions that users agree to when signing up. While specific terms might vary based on the app's version or updates, they typically cover: User Data : Agreeing to Tim Hortons collecting and using data on your app activity, such as your preferences, orders, location, and device information. This data is used to enhance your experience and personalize your app usage. Payments and Transactions : Agreeing to allow the app to store your payment information for quick and easy purchases, including your credit card details. Communications : Accepting communications and notifications from Tim Hortons regarding promotions, offers, and rewards through emails or app notifications. Legal Agreement : Agreeing to the terms and conditions, often including sections on dispute resolutions, limitations on liability, and disclaimers. Using the app comes with certain terms and conditions that you need to agree to. These terms usually cover things like allowing Tim Hortons to collect information about how you use the app and the purchases you make. This data helps personalize your experience and tailor offers to your preferences. It's always good to check out these terms when you're signing up for the app to understand what you're agreeing to. CREDIT CARD - DOES THE COMPANY ISSUE ITS OWN, BRANDED CREDIT CARD TO CUSTOMERS FOR USE? PARTNERED WITH A MAJOR CREDIT CARD COMPANY? WHAT INFORMATION IS REQUIRED TO SIGN-UP/OBTAIN? IS IT CONNECTED TO THE LOYALTY PROGRAM OR APP? Tim Hortons has introduced its Tims Mastercard Credit Card in partnership with Neo Financial and Mastercard, aiming to offer a faster way for customers to accumulate Tims Rewards Points, which can be used to redeem free Tim Hortons coffee, beverages, and food. Now, to obtain the Tims Mastercard, you would have to apply through the Tim Hortons app. The sign-up process is pretty simple—just go to the Tims Financial icon on the homepage and follow the instructions. 10

- Delivery order - Tim Corporate Gift Cards - Tim Shop - Tim Promotions (NHL Hockey Challenge) - Website sign-up - Feedback Survey - Digital Support Team - Contact Guest Services - Social Media (Instagram, Facebook, Youtube and Twitter X) CUSTOMER SERVICE RATINGS: WHAT RATINGS AND COMMON FEEDBACK DO YOU SEE REGARDING THE COMPANY'S CUSTOMER SERVICE LEVELS (EVIDENCE OF RESPONSES TO CUSTOMER COMPLAINTS? COMPLAINT RESOLUTION? OVERALL CUSTOMER SERVICE RATINGS? WHAT ARE THE COMMON ISSUES YOU SEE? An analysis of Tim Hortons' online presence reveals that its website enjoys significant popularity, attracting a substantial volume of traffic. However, caution is advised when engaging with such highly frequented websites, as they may be targeted by cybercriminals seeking to exploit vulnerabilities and compromise user data. ComplaintsBoard, in its investigation, has identified a potential concern with Tim Hortons' complaint resolution process. Despite the company's overall high level of trust, the findings indicate that only 3% of the 2990 complaints lodged have been successfully resolved. Possible factors contributing to this low resolution rate include shortcomings in the support team's customer service skills, insufficient training, or a lack of effective mechanisms for handling customer complaints. During evaluation of the timhortons.com website, difficulties were encountered in examining the available information. These challenges may stem from technical issues, restricted access, or the website being temporarily unavailable for maintenance or experiencing technical glitches. A social media search yielded several negative reviews related to Tim Hortons, suggesting potential issues with the company's products, services, or customer support. To mitigate potential risks, it is advisable for consumers to conduct thorough research on the company and its offerings before making any purchases. This approach ensures informed decision-making and helps avoid potential pitfalls associated with the identified concerns. Common customer service issues that are often reported in this industry, and apply to Tim Hortons as well, include: 12

Order Accuracy: Customers complain about receiving incorrect orders or experiencing mistakes in their food and beverage items. Speed of Service: Long wait times or slow service at drive-thrus or counters lead to dissatisfaction among customers. Customer Complaint Resolution: Issues related to how efficiently and effectively customer complaints are handled and resolved by the company. Staff Friendliness: Positive or negative feedback about the friendliness and helpfulness of the staff members. Cleanliness and Ambiance: Concerns about the cleanliness of the restaurant and the overall ambiance. Communication: Lack of clear communication about promotions, menu changes, or delays in service. CRM SOFTWARE TECHNOLOGY: WHAT SPECIFIC CRM RELATED SOFTWARE TECHNOLOGIES DOES THE COMPANY USE? WHAT FEEDBACK CAN YOU OBTAIN FROM THE COMPANY ON THEIR EXPERIENCE WITH THESE TECHNOLOGIES (GOOD, BAD, PROS/CONS ETC.). Tim Hortons has strategically acquired several applications to enhance its digital and IT capabilities, including TotalHire ATS for Applicant Tracking System in 2018, Serrala FinanceSuite Accounts Payable for AP Automation in 2015, and Lumen Cloud (formerly CenturyLink) for Application Hosting and Computing Services in 2011. These acquisitions reflect Tim Hortons' commitment to staying competitive, addressing potential disruptive forces, and improving overall enterprise efficiency. Company’s extensive database provides insights into Tim Hortons' enterprise applications and software systems, shedding light on its current technology landscape. This information, combined with an analysis of Tim Hortons' growing revenues, which reached $3.00 billion in 2023, and its IT budget and roadmap, enables us to make informed forecasts regarding the company's intentions to invest in emerging technologies. As part of its digital and IT transformation projects, Tim Hortons may deepen its relationship with existing partners such as TotalHire, Serrala, and Lumen Technologies. Additionally, our analysis considers the possibility of Tim Hortons identifying new suppliers to further its technological advancements. The forecast assumptions encompass a spectrum of emerging technologies, including AI, Machine Learning, IoT, Blockchain, and Autonomous Database. Moreover, we examine the potential for Tim Hortons to invest in cloud-based applications across various domains such as ERP, HCM, CRM, EPM, Procurement, and Treasury, aligning with its strategic objectives and market demands. DOES THE COMPANY OR CRM TECHNOLOGY UTILIZE A RELATIONAL DATABASE AND/OR AN ARTIFICIAL INTELLIGENCE CAPABILITY? IF SO, WHAT OR THE NAMES/TYPES UTILIZED? 13

following in others, like the US, where it is up against fierce competition from well-known companies like Starbucks and Dunkin'. Dependency on the Canadian market: Despite its global expansion, Tim Hortons still receives a sizable amount of its revenue from its native country of Canada. Due to its reliance on a single market, the business may be more vulnerable to national competition and economic swings. Restricted product differentiation: Although Tim Hortons sells a wide variety of goods, its menu mostly consists of baked goods and coffee. It may be difficult to compete with other quick-service restaurants that provide a greater range of products, like healthier and more inventive selections, because of this limited distinction. Sustainability and environmental issues : As a network of quick-service restaurants, Tim Hortons produces a lot of trash, especially from single-use packaging and throwaway cups. This may heighten public perceptions of the brand's detrimental effects on the environment and put additional pressure on it to switch to more environmentally friendly operations. Tim Hortons excels in customer loyalty, a wide range of products, community service, and technological innovation. Limited data openness, possible franchisee effects, product differentiation, environmental issues, and the requirement to adjust to shifting tastes for a more comprehensive CRM approach present obstacles, too. INVESTIGATION METHODS: ● Research in as many other ways as possible to obtain quality information on business and its CRM practices. ● In addition to internet searches and perhaps visiting a location (if there are such near you), speaking directly with company personnel is always recommended as an important source of information if you can establish contact. CONCLUSION "Tim Hortons: A Customer-Centric Evaluation" On a scale of 1 to 10, Tim Hortons rates a 7 in customer-centricity. Tim Hortons demonstrates a solid commitment to customers through its diverse menu offerings, convenient locations, and loyalty programs. They've made strides in listening to customer feedback, introducing new products, and enhancing the overall experience. However, there's room for improvement in consistent service quality across all outlets and further customization options for individual preferences. Overall, while Tim Hortons focuses on customer needs, there are areas where they can enhance their customer-centric approach to provide an even better experience References: 15

● Morning consult’s most trusted brands 2022. (n.d.). https://go.morningconsult.com/rs/850-TAA- 511/images/Most_Trusted_Brands_2022_Special_Report.pdf ● Msa. (2023, May 3). Tim Hortons Mission Statement 2023: Tim Hortons Mission & Vision Analysis . Biggest Mission Statements Collection - Mission Statement Academy. https://mission- statement.com/tim-hortons/ ● Tim Hortons logo . 1000 Logos The Famous logos and Popular company logos in the World Tim Hortons Logo Comments. (n.d.). https://1000logos.net/tim-hortons-logo/ ● Tim Hortons. (n.d.-a). https://www.timhortons.ca/tims-for-good ● Tim Hortons. (n.d.-b). https://www.timhortons.ca/about-us ● YouTube. (n.d.). Tim Hortons . YouTube. https://www.youtube.com/@TimHortons/featured ● Log into Facebook . Facebook. (n.d.). https://www.facebook.com/TimHortons/ ● Login • instagram. (n.d.). https://www.instagram.com/timhortons/ ● Oguche, O. A. (2023, November 2). Tim Hortons Marketing Strategies . Financial Falconet. https://www.financialfalconet.com/tim-hortons-marketing-strategies/#effective-use-of-marketing- campaigns ● https://www.bartleby.com/essay/How-Does-Tim-Hortons-Impact-On-Canadian- 0B0418C5BE6CE3AE#:~:text=Tim%20Hortons%20as%20a%20brand,feature%20of%20the %20Canadian%20identity . ● https://www.theglobeandmail.com/report-on-business/small-business/sb-marketing/three- customer-service-lessons-from-tim-hortons/article17516694/ ● https://www.timhortons.com/ ● https://www.complaintsboard.com/tim-hortons-b105921 ● https://www.appsruntheworld.com/customers-database/customers/view/tim-hortons-canada ● https://www.therecord.com/business/technology/local-tim-hortons-franchisee-creates-a-robot-to- take-your-orders-at-the-drive-thru/article_76b3ab42-8e91-5fbd-a03f-811e23ea520c.html ● https://thestrategystory.com/blog/tim-hortons-swot-analysis/ ● https://www.theglobeandmail.com/investing/personal-finance/household-finances/article-best- loyalty-programs-tim-hortons-canadian-tire/ ● https://www.newswire.ca/news-releases/the-tims-credit-card-is-available-now-offering-quicker- ways-to-earn-more-free-tim-hortons-coffee-beverages-and-food--881026934.html ● Article: "Tim Hortons New Donuts: The Power of Influencer Marketing" (Accessed from the original post) ● https://influencehunter.com/2021/12/27/timbiebs-and-the-power-of-an-effective-celebrity- endorsement/#:~:text=Tim%20Hortons%20partnered%20with%20a,is%20going%20to%20get %20buzz . ● Social media announcements and views/likes data (For Tim Hortons' Justin Bieber collaboration) ● https://www.reuters.com/technology/investigation-finds-tim-hortons-app-violated-privacy-laws- says-canadian-2022-06-01/ 16