crm innovative stratigies
TRANSCRIPT
CRM
•Customer Relationship
Management (CRM) is a strategy
for managing all your company's
relationships and interactions with
your customers and potential
customers. It helps you improve
your profitability.
HOW CRM WORKS
1CRM is a combination of policies, processes, and strategies
implemented by a company that unify its customer interaction
and provides a mechanism for tracking customer information
2 Term applied to processes implemented by a company to
handle its contact with its customers
3 CRM is a software-based approach to handling customer
relationships
4 Store information on current and prospective customers
Relationship building is key, it can make the difference between a one-time customer and those that return on a regular basis. These days there are plenty of CRM solutions out there that cater specifically to the restaurant industry and have changed the game significantly in this highly competitive arena.
EXAMPLE •The first thing a CRM system does is gather information and help the restaurant owner get to know their customer
BUILD A CUSTOMER DATABASE
•Customer contact
details
•Frequency of visits
•Preferences on meals
•Average spend per
visit
POPULAR AND HIGHLY PROFITABLE ITEMS
• ThPROFITABLE BUT
UNPOPULAR ITEMS
•POPULAR BUT
UNPROFITABLE ITEMS
• This is UNPOPULAR AND UNPROFITABLE
•
POINT OF SALE
•CRM Software is linked to the point of sale software and system will generate sales information on the menu production in four way.
At the heart of a successful restaurant is its food, the options available on the menu too should match customers' tastes and preferences and its quality should be superior.
•Fields of study which contribute most
to menu engineering include:
* Psychology (perception, attention,
emotion/effect)
Managerial Accounting (contribution
margin and unit cost analysis)
* Marketing and Strategy (pricing,
promotion)
Graphic Design (layout, typography)
*Cloud-based CRM systems such as Salesforce mean every user has the same information, all the time. Your sales force out on the road can check data, update it instantly after a meeting or work from anywhere. *The same information is available to anyone who needs it, from the sales team to the customer service representatives.
Perhaps the most significant recent development in CRM systems has been the move into the
cloud. Freed from the need to install software on hundreds or thousands of desktop PCs
and mobile devices, organisations worldwide are discovering the benefits of moving data, software and services into a secure online environment.
*CRM can be quick and easy to implement. A cloud-based system doesn't need special installation and there's no hardware to set up, keeping IT costs low and removing the headache of version control and update schedules.
* Cloud-based CRM platforms such as Salesforce are flexible in terms of functionality, too -you're just paying for the range of features that are useful to you.
Reduce costsWork from anywhere
CRM and the Cloud Computing Revolution
•Marketing is the next logical step.CRM solution provides, you can start developing strategic promotional campaigns.
•In addition, CRM enables you to segment and target specific groups of customers such as seniors, adults, students and kids.
• Promote a theme evening with small giveaways and freebies. Competitions and theme evenings create a vibe and are a lot of fun. This makes your restaurant not only a place to eat at, but a place to enjoy an experience.
•Don’t only offer discounts, but look at adding value to the customer. For example, offer a free dessert one night of the week or run an in-store competition. Send a coupon or voucher via text message that the customer can redeem on their next visit.
Loyalty programs can track the frequency of a customer’s visits using big data, their meal preferences, what time of the week or month they tend to visit, their average spend per visit as well as their total spend since being a member of the loyalty program.
Reward loyal customers with a free gift, send a birthday wish and offer a discount. Keep in regular touch with customers via email or text message.
This makes the customer feel special and they love that they get something out of the deal! .
Respond to customers who leave
feedback. Whether or not something
groundbreaking is learned from their
comment, it can show customers that
someone cares and is listening. It can also
help them connect with the brand on a
personal level. Tell them how their concern
has been resolved or thank them for their
time.
Customers who say nice
things about companies
are providing credible and
invaluable word-of-mouth
marketing. Share their
words with the world, or
better yet, help them
share their own words
with the world through
social media.
Customer feedback and
suggestions: Rather than just a
one-sided conversation, i.e. the
restaurant communicating with
the customer, this is a tool for the
customer to speak to the
restaurant.
•Customer complaints: Don’t
lose a customer over a badly
handled complaint, most people
are quick to spread the word
about bad service to at least 10
or more other people.
1 Staff manage their time more effectively.
2 Performance hotspots are quickly identified .
3 Workflow automation replaces repetitive manual processes .
4 Email marketing actions are reported in CRM .
5 Users can instantly check customer order histories .
6 Sales cycles are reduced and win rates improved .
7 Training costs are reduced by equipping new users with tools .
8 Management decision making is nimble and well informed.
9 Tracks all points of contact between a customer and the company.
10 Is a fast way to identify and handle potential problems.
11 Improve sales and streamline existing processes.
12 Closing sales more effectively and efficiently.
13 Customer data is protected and centrally managed.
14 Training costs are reduced by equipping new users with tools they are already familiar .
15 Increased lead generation from highly personalised marketing communications and customer lists .
16 Mobile and remote staff work productively with reliable access to all the customer and activity information .
1 MAIN POINTS TO TAKE HOME
1
2CRM can lead to greater customer
service → greater profitability
3
4Positive team culture has developed as staff share information
Know your customer.
Remember that it is not enough to be nice to your customer – you must learn from them.