First, let me apologize.

This post might make you drool.

It’s about grilled cheese!

But that’s not what determined Feburary’s Microinteraction of the Month. For the most part.

How Can a QR Code Possibly Support Customer-Centric Service?

I know, right? Some people love them. Some hate them. I’ve found many to lack innovation because the content usually just gives you similar things you find on their website – unless it was lazily done and it does take you to the website – it’s redundant either way. Sometimes companies want to appear trendy and techy by hosting a QR code promotion. Or they try to be too artsy and put them in difficult-to-see positions like along the escalator or train stations full of hurried passers-bys.

This one is just plain dangerous – yes please DO mind the gap and ignore the code:


I’m sure most mean well…but how are they being customer-centric? How do they improve the customer experience?

The Melt saw a unique opportunity to deliver customer-centric service by giving the QR code strategy a makeover.

The Melt

Customers order online then go to any location (which are only in California right now – sad face). They skip the line and scan the QR code to let employees know they’ve arrived. As they sit down, instead of waiting in line, the orders are processed. Customers can anticipate when their crispy and gooey meal is ready by watching a screen that lists their initials.

Have you ever had a moment where you had trouble hearing your name being shouted out? Or it was misspelled? Imagine being Deaf or Hard of Hearing. It’s not the worst situation, but it isn’t delightful either. I let out a silent groan everytime I realize a food joint operates on shouting out names. I have to tell the cashier my name via notepad, and remind the employees I can’t hear the order (and hope they pass along the memo to the one handing out the orders) then wait for one of them to acknowledge me. If they do. But The Melt’s approach isn’t as clunky.

Oh, and to sweeten the deal, ordering online with a personal account automatically acts as a virtual punchcard and the user will be notified when they’ve earned a perk. Which eliminates the forehead slaps that happen when you forget to bring your punchcard.

But what’s the real treat? The simple act of swiping your phone. Having your order processed quickly without digging for your debit card, waiting in line (how many minutes have we already wasted in our lives in line?) and straining your neck to hear your order.

All thanks to an innovative approach to the QR code. The best part of technology should be how it’s leveraged to improve people’s lives. The greatest software and devices are human-centric. Customer-centric.

Are you using technology just for the sake of being tech-savvy, or are you considering how it can improve your customer experience?