Customer Relationship Management (CRM)?
Customer Relationship Management (CRM) is a
customer-focused business strategy designed to optimize an
organization’s profitability, revenue and customer
satisfaction. In our case it might be called (PRM) Patron
Relationship Management, but you get the idea, it the buzz
of successful companies who realize that its easier to sell
more products and services to existing happy customers than
to win new ones over from a competitor who have no
relationship with you. In a nutshell the CRM goal is to;
easily market to and manage every customer and prospect,
process and track every sale, and build and maintain long
lasting relationships well after the initial sale has been
made. It is the cornerstone to a successful
Patron Profiles offers an easy-to-use interface with many
features. Each record contains useful fields to retain
information about each diner, in order to take customer
service to the next level and specifically target that
client in your future marketing campaigns. It seems foolish
to promote a Tequila party to a wine drinker, and even more
foolish to promote a Tequila party to a non-drinker who only
frequents your Sunday Brunch after attending to church.
By tracking individual customers, and their purchase
and visit history, operators can calculate the frequency,
churn (the net gain and loss of customers), and core
customer ratings that drive revenue. Here are several ways
to utilize the CRM methodology in the promotion of your
Tell customers you "wish they were here."
by sending a promotional postcard to your patrons who hasn't
frequented the restaurant in the past three months or is
having a birthday.
Use a frequent-diner program to to lure
customers back each week.
Invite all the people who have order a
bottle of wine at your restaurant to a Chefs wine dinner.
New location alerts - "Great news! A new
restaurant has opened 5 miles from you."
Frequent diner rewards - "Congratulations!
You've visited our establishment 5 times in the last month
and have earned 50% off your next meal."
Charity benefits - "Our restaurant will be
donating all proceeds from September 5 to the American
Cancer Society. Please help the fight by dining with us."
Special events - "Come celebrate St.
Patrick's Day with us!"
Specials for event planners/wedding
Lunch deals/specials - "We just got a
shipment of fresh crab. Come in today for a crab feast for
Happy hour promotions
Catering info - "We now cater lunches as
well as dinners"
Timed specials (Mondays are slow, so a
special offer is made on if you dine on that day)