KFC’s ability to understand and service its market is amply illustrated by the fact that the international company has been operating successfully in South Africa for 45 years while expanding across the African continent and attracting loyal customers. Doug Smart, CEO of KFC Africa, says service is crucial. It is the centrepiece of KFC’s role in the fast-moving consumer goods industry. “Although people might come to us for some chicken and to satisfy their hunger, they expect the whole KFC experience,” he says. “In our industry, the two elements that influence that [customer] experience the most are hospitality and speed. “We have the best product but if we do not provide it with hospitality and speed, it becomes a terrible experience for our customer.” While KFC is in the fast-food market, it has found that hospitality surpasses speed in determining the value of customer experience. “It is essential as a CEO to be your own customer,” he says, “and for us it is very much a part of p...

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