WRS Systems CTO Chris Jackson on customer experience in the EPOS industry

Management17 Oct 2024

Sponsored by WRS SYSTEMS

“The customer journey is vital in the EPOS industry because it directly impacts customer satisfaction, sales, operational efficiency and overall business success,” says Chris Jackson, Chief Technical Officer (CTO) at award winning EPOS company, WRS Systems. “By understanding and optimising the customer journey, businesses can create a more engaging, efficient and profitable experience.”

Chris founded WRS with his father, David, in 2003, and admits he’s seen some incredible technological advances in the past 20-plus years.

“Customers expect a consistent experience across all channels, including in-store, online, and mobile,” he adds. “Understanding that ensures our EPOS systems support seamless integration. As a company, as well as focusing on what’s happening now, we are always looking ahead.”

Chris notes that one area that continues to evolve is reporting: clients want to know where they are with all sorts of stats, from profit and loss to average transaction time and values.

“We have a dedicated reports team who focus solely on this,” he explains. “Within our back-office software we provide real-time data on sales, inventory levels and customer behaviour, allowing clients to make informed decisions promptly.

“Clients can quickly identify best-selling products or best performing stores, enabling them to capitalise on opportunities.”

Did Chris always know he was destined for a career in tech? “Probably, yes,” he says. “Like most of us, I wasn’t really sure which direction I wanted to go in when I finished my education. I can’t say I enjoyed being in the classroom. I always wanted to fix things and create things.”

Chris joined the business straight from school, starting off by working on Saturday mornings. As the years progressed, so did Chris’s involvement, first as Technical Director and now as CTO. “I just wanted to continue to learn and support wherever I could,” Chris explains. “I studied at college and passed the exams that I needed to. I’m still always wanting to learn more today.

“I have always had a technical mindset. I suppose one of my biggest strengths is problem-solving. We come up against all sorts of challenges in our industry – and I like to turn those challenges into solutions.”

WRS employs 68 people at its head office, which includes a dedicated telephone-based support desk, manned seven days a week. Having that support is vital with a client base that supports almost 600 companies across 4,500 sites in the UK alone. Add contracts in Europe and the Middle East and it’s clear that WRS is a major player in the hospitality and retail industries.

“We are in the ever-evolving tech industry, so we need to make sure we are there when our clients need us,” says Chris. “That’s why we have put emphasis on our support teams in recent years to ensure service levels are met and exceeded.

“A superior customer journey can set a business apart from its competitors, attracting more customers and building brand loyalty. We’ve seen a huge uptick in the number of kiosks being rolled out, and the sales figures are proving just why they are taking the market by storm.

“We look after some large corporate clients and small independent businesses – and every client is different, but equally important. There isn’t a set template to how one client operates. We are adaptable and I think that’s what sets us apart.”

As a business, WRS is ISO 9001, 27001 and 14001 accredited, which is testament to the team’s work ethic, processes and how WRS operates.

WRS has an enviable client list, being the EPOS provider for Costa Coffee, itsu, Cornish Bakery, Thunderbird Chicken, Dunkin’ and Away Resorts. And you can add Michelin-starred restaurants, drive-thru outlets, shops and even ferries to that list too.

“One of our clients recently won an award for its omnichannel approach, offering a seamless and integrated experience to customers across various channels, such as physical stores, kiosks, tills and online platforms,” adds Chris. “It makes us incredibly proud to be part of their growth journey.”

Away from the office, Chris is a big Formula 1 fan and cars in general. He also follows the fortunes of Southampton Football Club. “Last season was great fun in the Championship. I just hope we can have a good year back in the Premier League and maybe even upset a few of the big teams.”

For more information, visit wrssystems.co.uk