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Use Data to Understand Your Customers

By June 26, 2019 No Comments
Customer Data

How well do you know your customers? You might recognize a face or two, but beyond that, most restaurants, especially those with multiple locations, don’t know much about their regulars and VIPs. More and more restaurants are looking for modern, digital ways to understand their customer base and drive more revenue.

Here are four ways you can use data to understand your customers better:

Identify and reward your loyal customers

Almost 80% of your revenue comes from just a fifth of your customers. That means the lion’s share of the money you make comes from a small, loyal group of customers. That’s a group of customers worth knowing.

You need to capture customer data to identify your most loyal customers. Armed with data like average bill value, visit frequency, and lifetime value, restaurants can quickly see who their best customers are. Once you identify your loyal customers, send targeted messages that keep them coming back for more. For example, in an effort to thank your loyal customers, you might offer 20% off their next purchase as a token of your appreciation.  When you make your loyal customers feel special with personalized promotions, research shows their spending increases.

Such meaningful data gives you a chance to connect with your customers and build a profitable relationship with them.

Segment customers based on their preferences

Your loyal customer group is just one segment of your customer base. You likely have several other groups of customers. With data, you can identify common trends, buying habits, and behaviours that will help you get a clear picture of your customers spending pattern. All you need is a pretty detailed customer information to make this possible.

Data for a fast-casual restaurant, for example, might show a group of lunch customers who order a bunch of appetizers as their meal. The appetizer-loving group can be sent a promotional discount offer towards a lunch entree with the purchase of any appetizer. The offer is relevant to the group but also encourages them to buy something new.

Knowing these pieces of information, enables the easy segmentation of your customers, or breaking them into similar groups. Customers can be segmented automatically by the Mobikon platform so you can send relevant messages to each group. This gives restaurants a smart way to communicate with personalized groups of customers to encourage repeat business in the future.

Automatically win back customers 

Customers come and go. Customers stop returning for a lot of different reasons, but what if you could identify a customer who was about to leave? How valuable would that information be? With the right data-based tools, you can do just that. By automatically capturing customer buying habits and visit frequency, restaurants can see a slowdown in activity and take action.

Let’s say a customer visits your coffee shop once a week in morning, but she’s been missing all month. You can automatically send a promotion to any customer, who starts coming in less frequently. The promotion might say something like, “We’ve missed you. Stop in for a coffee and get freshly baked bagels for free.”The decline in visits automatically triggers the promotion, so you don’t have to do a thing. Data works for you here. It identifies a customer who has left and brings them back with a compelling offer driving incremental ROI for the business.

Collect feedback from customers in real time

Data isn’t just quantitative it’s qualitative too. In other words, not all data is rooted in numbers. In some cases, data comes by way of feedback.

Most restaurants that deliver best-in-class customer experiences use customer feedback. They don’t just collect feedback from a survey once in a while, they ask for feedback on a regular basis – and actually, use it to improve their company. With the right tools, restaurants can review and respond personally to feedback in real time.

Let’s say a customer is a regular at your coffee shop and gives you a 9 rating every day when he stops in, but one day, the customer gets less-than-great service and drops his rating to a 6. You get an alert about this change in score and are able to reach out to the customer personally with an apology and a 10% off coupon for his next drink. The customer comes back, redeems his coupon, and gives your coffee shop his typical 9 rating.

Talk about effective data. Then you were able to identify a problem with a specific customer and take action immediately saving the customer and getting him to return.

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Mobikon’s  AI powered automated customer engagement platform captures robust data, use it to retain customers and drive incremental revenue in real time. It’s the modern way to get to know your customers and grow your revenue at the same time.

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