Billion Smiles is a hospitality company that operates several South Indian cuisine restaurant brands. They launched additional brands that were successful, but needed a better way to analyze marketing efforts and run automated campaigns. They implemented Mobikon's services in 2012, which provided a single dashboard for analytics, customer data and profiling, operational insights, and campaign management across all brands. This helped Billion Smiles gain a deeper understanding of customers and improve performance. Key results included growing their customer database to over 52,000 people, increasing new customers by over 2,000 per month, and boosting customer satisfaction scores.

1. MOBIKON CASE STUDY
Billion Smiles

2. Billion Smiles presents south Indian cuisine in a new, modern avatar. After the
success of our brand South Indies, we launched two more ventures Bon
South & UpSouth, which were successful. With each venture, the requirement
for an infallible mechanism of marketing analytics & automated campaigns was
a dire need.
-Ritam Mukherjee, General Manger Fine Dine, Billion Smiles
BRAND S STORY
Billion Smiles launched South Indies in 2007, a brand that changed the perception
about South Indian cuisine & dining experience. Encouraged by the success of this
venture, Billion Smiles Hospitality launched its second brand in 2008. Bon South serves
authentic south Indian vegetarian & non-vegetarian cuisine .The third brand launched
by Billion Smiles was UpSouth, it is a quick service restaurant chain which was the rst
South Indian operator to serve in well packaged, home delivery format. Key elements
about the brand:
Ideology: Success lies in bringing a smile of satisfaction on the customer's face
Committed to providing highest quality hospitality in south of India
Rede ning industry standards

3. THE CHALLENGE
The core idea behind the venture was to bring the perfect blend of authentic with
modern & over joy the customer with excellent service. With the success in business
came the responsibility to do more & stay abreast the competition & in tow with the
fast-paced world. Billion Smiles needed:
To capture customer reviews
Understand the market trends
Employ best practices
Acquire insights about their brand
THE SOLUTION
In 2012, Billion Smiles employed Mobikon's services. Mobikon served as a one-stop
platform for analytics, engagement & ROI assessment for them. Managing campaigns
& operational ef ciency across all brands & outlets was much easier now. Mobikon
enabled Billion Smiles to gain a profound understanding through:
In-depth Marketing Insights & Analytics
Customer Data & Pro ling
Operational ef ciency
Managerial insights (best & worst server)
Tab on performance & ROI
One single dashboard for all data, reports & insights

4. THE RESULT
The association between the two brands has worked wonders & has some truly
marvelous results to show. Fantastic Family Fest , World Cup T20 Final at BonSouth ,
Valentine Day these are some of the campaigns, which generated:
A pro led customer database of 52,908 guests
2249 new customers added per month
Personalized Offers (69% customers shared birthdays, 67% shared anniversary date)
Net Promoter Score increased from 68 to 76 with better review management
Brand's average rating improved from 4.2 to 4.3 with instant alerts on negative
feedback and better automated response
Targeted campaigns & hiked ROI (Gender speci c analytics: 65% Male, 35% Female)
Smart Referral Mechanism: 9% customers recommended the brand to friends/family
through Mobikon's Platform