There is no greater driver of success than when a business understands its customers. When customers are understood – their needs, purchasing behavior, and preferences – everything else becomes clearer. Without customer data, how can a restaurant decide which menu items to remove, what specials to make, or what promotions to offer? With a strong understanding of the customer, restaurateurs can confidently make decisions about their business.
A CRM system is the technology used to collect, store, and manage information about customers. When a restaurant’s CRM is an integrated module in its point of sale system (where customers place orders, run payments, make requests), restaurant operators have the ability to collect an unprecedented amount of information about their customers.
Ways a restaurant’s CRM initiative can turnaround customer churn:
Gathering Client Data:
When a CRM system is built in to an all-in-one POS system, all of the fragmented data is compiled in a central location to create a detailed database of customers’ contact information and order history.
If it’s a truly integrated POS, the contact history is not limited only to in-house purchases. If you host your online ordering and delivery services through your POS system, for instance, you can collect customer data for your online customers as well as your in-store guests. The information collected and stored in the CRM can then be used to gain valuable insight about your customers. A restaurant owner can use the data stored in the CRM to identify the most regular customers, the highest spending guests, and what each customer orders. They can do the menu engineering to decide about what to keep and remove from the menu to improve margins.
Rewarding Potential Customers:
Loyalty and rewards programs have become a commonplace in restaurants as they strive to keep their customers coming back. Once you have the ability to identify your highest spending and most regular guests, you can reward them to show your appreciation for their business, encouraging them to return to the restaurant.
When your POS system has an integrated CRM system, loyalty programs become easier to promote and manage.
The ability to access and segment customer data allows restaurant owners to easily create personalized marketing campaigns to drive guests back into their restaurants. They can send email to a list of customers with the data collected,segment the data to offer personalized deals and discounts based on purchase history.A restaurant owner can then take that list of customers and offer a promotion on a dish they’ve enjoyed in the past.
A comprehensive and accessible CRM system enables restaurateurs to better understand their guests, create long-term relationships with customers, and make the best decisions for their businesses.
Personalize your clients experience so that you no longer rely on paper notes and staff memories.
A CRM system helps the owner to get to know their customer.
1. Customer contact details
2. Frequency of visits
3. Preferences on meals
4. Average spend per visit
When linked to the restaurant’s point of sale software, it can provide valuable reports and analysis on:
1. Most popular menu items
2. Items that are not selling
3. Busiest days/ nights and help identify the reasons why
4. If it is a nationally franchised or chain of restaurants, it can provide the franchisor with information on which regions are performing better than others.
This becomes the basis for communication with the customer, helps track customer trends and feeds into marketing plans.
To make the customer’s experience with your restaurant a unique one that keeps them coming back! In addition to all the advantages a CRM solution gives you mentioned above, it will also provide a couple of other useful functions to promote a positive relationship with the customer.
1. Customer feedback and suggestions: Rather than just a one-sided conversation, i.e. the restaurant communicating with the customer, online food ordering system is a tool for the customer to speak to the restaurant.
2. Customer complaints: Don’t lose a customer over a badly handled complaint.
Be quick to respond while they are still in the restaurant,and do follow ups to send a voucher/coupon, for example, which invites them back. Dealing promptly and efficiently with a dissatisfied customer usually calms them down and will make the difference in losing that customer forever.