P.F. Chang’s gets conversational with Neuron ESB

Scottsdale, Ariz. - P.F. Chang's China Bistro is getting conversational with its customers. The casual dining chain has selected Neuron ESB application and Web services integration software to unify backend systems that will power real-time customer communications for its P.F. Chang's and Pei Wei brands.



Neuron ESB 3.5 implementation is currently underway, and will initially support P.F. Chang’s new loyalty program. Neuron ESB 3.5 is the latest version of the Neuron enterprise service bus built on Microsoft .NET, and integrates with Microsoft and non-Microsoft platforms, systems and applications to provide real-time, reliable and durable messaging, application integration, business processing, workflow, and web services management.



With phase one of Neuron ESB implementation, P.F. Chang's is revamping its existing Bistro rewards program and launching one for its Pei Wei brand. The company's new loyalty effort will enable corporate and its 400-plus locations to interact with customers in real-time via email, presenting up-to-the-minute point accumulation, status and rewards. Before installing Neuron ESB, P.F. Chang's had relied on its CRM system to generate this type of communication, which was often sent several days post-visit.



Implementation of Neuron ESB can support real-time social network integrations and communication that prompt a patron to take action, such as rating the restaurant and sharing their experience on social channels.



"Communication is key to building and maintaining strong customer relationships," said Jim Umberger, VP, Interactive & Loyalty Marketing, P.F. Chang's China Bistro. "In the past, we've relied heavily on replicated data and our CRM system for guest communications. Neuron ESB gives us the real-time information that allows P.F. Chang's to communicate in ways we haven't before. By integrating our internal systems and processes, we can more efficiently run our business and initiate mutually-beneficial customer conversations that promote guest advocacy."