Business People Outcome (BPO) of Max’s Group

Max’s Group Inc. (MGI) is considered as the “Goliath” in the casual dining restaurant industry, but it was definitely just a mere “David” when it ventured into the unchartered territory of business process outsourcing (BPO). Last March 30, 2016, CCAP held their annual General Membership Meeting in Makati Shangri-La where Max’s Group Inc. Communications Center (MGCC) was formally inducted as certified CCAP member.

Our Business
The President and CEO of Max’s Group Inc., Mr. Robert Trota, founded the company’s very own contact center unit, the MGCC, formally known as the Max’s Group Communication Center; which aims to provide complete business process outsourcing services for the whole company. MGCC currently focuses on voice, online and app delivery order taking services as well as handling customer care support for our MGI brands. This business unit is currently headed by Mr. Iceal Penalosa (MGCC General Manager) ably supported by Ms. Vera Veralissa Mangahas (MGCC Operations Manager).

MGCC is a lean and mean contact center because it is operated by a centralized proprietary CRM, the MC3. As long as one is connected to the Internet then this system is accessible anywhere. All transactions pass through the MC3 – voice call, online, and mobile application orders. Customer care feedback systems (social media/sms/chat/email/voice customer concerns) are also linked and monitored in this platform. All stores are connected to the MC3 so they can communicate and process orders seamlessly. MGCC also invested in its very own telephony system that manages their delivery hotline numbers to process all voice calls. This allowed MGI to have an efficient centralized system to monitor all facets of operations.

Our People
All MGCC telemarketers are trained to take orders for all brands; an agent pool that can multi-task and multi-brand order-take at any given time. Their two main hotlines (7-9000 and 789-9999) as well as provincial lines were also converted to multi-brand numbers to give customers full access to MGI brands whenever they call. This resulted to increased efficiency in agent utilization and more seamless order taking.

MGCC representatives supporting the awards night of 12th Mansmith YMMA.

After three years since its inception, MGCC now has 150 seats expandable to 500 (they started with only 11 seats) and 200 agents (they started with only 15 agents). MGCC spurred an unprecedented 27% growth for MGI delivery system wide sales while maintaining a 90% – 10sec service level (with only 3% abandonment rate.

Let’s not miss the night life! – MGCC representatives

The Outcome
If you want to REVOLUTIONIZE, then you have to SYNERGIZE. That’s exactly what our man in our spotlight did when he conceptualized the Max’s Group Communication Center (MGCCC), backed up by his incredible and most trusted team members. Iceal Penalosa, General Manager of MGCC, is one of the recipients of the 12th Mansmith Young MarketMasters Awards – a prestigious award givingbody aimed at providing INSPIRATION by recognizing excellent Filipino marketers, sales managers and entrepreneurs as today’s role models. This project seeks to honor young achievers, 35 years old and below, who excel in marketing, sales and entrepreneurship, and whose achievements encourage and inspire young people to be innovative entrepreneurs and outstanding brand builders. These individuals have proven they can make things happen by formulating and implementing responsive and creative marketing and sales strategies that change the way business is conducted in their fields. The Mansmith YMMA is all about young men and women making their mark, young as they are. It is about promise becoming reality; with actual successes coming from talent in seeing possibilities and making them come true, in differentiating their brands, and finally creating value that brought their industry’s standards to the next higher level.

As part of a slowly growing team under MGCC, efficiency is the way to go. Think: with minimal manpower, they have succeeded in handling five delivery brands with nationwide branches, all the while attaining target sales. The idea was to make the Max’s Group Inc. brands accessible and available with just a call away. It’s having the chance to delight over that dozen of Krispy Kreme original glazed doughnuts, that sarap-to-the-bones Max’s chicken, New York style Yellow Cab pizza or that homey goodness pancakes through a more cost-efficient and faster delivery mechanism. But the real merit in this concept lies in the idea that a single delivery bike can deliver you Krispy Kreme sweet treats, Yellow Cab pizza, Teriyaki Boy rolls, Pancake House pancake sets and Max’s Restaurant tasty chicken.

These are just some of the unique achievements of MGCC. With more than hundreds of entries, and after a series of screenings and judging processes attended by leading entrepreneurs and business experts such as Joey Concepcion, III, President and CEO of RFM Corporation; Nic Gabunada, Jr., Chairman and CEO of LouderPH; and Bea The-Han, Consumer Business Manager of CITI Philippines, Iceal and his initiative won the Mansmith YMMA Award for Business Development.

Iceal has always believed that in order to revolutionize, one must synergize. MGCC is a living testament to this personal principle that re-invented the food delivery operations and established the BPO business of Max’s Group through synergy and consolidation of brand resources to achieve awesome results.