How To Achieve A Unified Customer Experience
GoGoGuest helps restaurant-type businesses like yours to create a unified customer experience. You’ll use your customer data and build on every customer interaction to offer more precise and relevant products to your customers over time. We’ll help you gain a complete view of your customer’s behavior and engagement.
GoGoGuest does this by capturing and managing all your customer data in one place. Then, using Artificial Intelligence and logic, we analyze your data. You’ll have game-changing insights at your fingertips to attract ideal customers with the right offers at the right time.
What Is A Unified Customer Experience, Anyway?
A unified customer experience helps your business learn from (and connect to) customers based on their behavior and preferences. GoGoGuest can analyze data from all of your sales channels: in-store, online ordering, mobile shopping, apps, and more.
Based on each type of customer’s previous pattern of engagement behavior, you can reach out to customers with specific, relevant, personalized, and timely messages. We can help you identify and separate your high-value customers and target them for even more high-impact offers and transactional content.
Targeted up-selling and cross-selling across channels
Customers don’t want an insignificant discount or (yet another!) punch card or loyalty app offering one-size-fits-all promotions. Customers are seeking a genuine connection with the brands they’re buying from. Customers also want to buy from retailers and restaurant-type businesses who really “get” them. If you can show you understand them by offering products they want and introducing them (in a relevant, personalized, non-intrusive way) to exciting new products and experiences, you’ll increase brand loyalty and customer engagement.
The goal of a unified customer experience is to increase both the frequency of customer visits and the size of average orders, thereby driving revenue and sales. With the right data and insights, you can sell more to your best customers by providing them with a better, more relevant experience, regardless of how they are ordering.
So, what does a unified customer experience look like, and how does it work? Let’s say you have regular customers visiting your restaurant making in-store purchases. Using GoGoGuest, you can create attractive upsell offers for additional menu items that these customers might like or special offers to order online. All of this is managed automatically within our platform, giving you complete visibility of metrics and results.
Why Does Your Brand Need To Deliver A Unified Customer Experience?
A unified customer experience offers your clients a consistent experience that meets their expectations and fulfills their needs, no matter how or where they are connecting with you.
A unified customer experience doesn’t mean things have to be exactly the same across every channel. There can be subtle and appropriate differences between different touch points, but your brand needs to be consistent across each channel, however customers interact with your business.
Brands that have nailed down their customer experience enjoy more engaged, loyal customers who spend more and are more loyal to those brands. Customers who experience a unified experience are also more likely to recommend your business and share the experiences they had with your brand with others. Satisfied customers may also use multiple channels to buy from you.
Brands that don’t offer a unified customer experience often give the impression of a fragmented business. At best, you’ll come across as disorganized, and at worst, you could stand to lose customers. Ununified customer experiences also mean you can’t offer the most exciting and personalized promotions and communications. You’ll also miss out on valuable brand loyalty, recognition – and potentially – market share.
Creating a fantastic customer experience isn’t hard if you have the right data to guide you. However, many brands often have siloed data that’s disjointed and difficult to interpret. For example, your in-store sales data might be separate from online sales data, and the data you have from app use, social media, and your customer loyalty program. GoGoGuest centralizes data, analyzes it for you, and displays it in an easy-to-read dashboard you can use to influence operational, marketing and sales decisions.
Consumers Expect A Unified Customer Experience From Businesses Of Any Size
You know as well as we do that customers are only becoming more demanding and discerning about where they spend their hard-earned dollars. Any restaurant-type business that wants to grow will need to lean into offering more unified experiences. As technology evolves and the way customers interact with your brand changes, customers will be able to interact with you through more touch points, and this will only become more important.
For customers, the size of your business is of little importance when it comes to a unified experience. Even if you’re a small brand or you’ve just started your business, your customers will want a unified customer experience. They will want to enjoy personalized offers, understand how your brand adds value, and gives them something in return for their loyalty. And let’s not forget: no matter how big your business is, you’ll want more repeat business and loyal customers that purchase more from you. It is vital to offer your customers the best possible experience – a recognizable, standard, and enjoyable experience every time they interact with you.
Real Life Example: Roadmap To Achieving Unified Customer Experiences For Restaurants
So, how can GoGoGuest help your restaurant-type business create unified customer experiences? Here’s a real-life example of how we can help, using anonymized data from an actual GoGoGuest client. All the customer data and customer profile in this example are based on real customer data management capabilities that GoGoGuest can set up for your business. You’ll see here how real-time information influences the dynamic offers driven by your business goals.
Marina is a single mom of teenage twins. She works as a senior designer at an advertising agency in Nashville, TN. Marina is a high-value customer at Edley’s Bar-B-Que.
In the past two weeks, Marina has spent over $500 in food and beverage orders. As a busy single working mom, Edley’s BBQ saves Marina valuable time and makes her life manageable by helping her get dinner on the table fast for the family.
Collecting Customer Data
With GoGoGuest, Edley’s can capture data from their Toast POS. Edley’s knows when Marina is making a purchase, what she’s buying, and how much she’s spending per order. GoGoGuest helps Edley’s track the cumulative totals of how much Marina spends. This analysis shows Edley’s the value of repeat business and customer loyalty. When restaurants can identify their high-value customers, they can find opportunities to take that customer relationship even deeper to add more value for the customer and the business.
Dynamic Engagement: Contacting The Customer With Relevant Offers
How can a restaurant like Edley’s maximize the loyalty of a customer like Marina? By contacting her with targeted, personalized offers that add value. You can do this with optimized, triggered customer journeys. GoGoGuest helps restaurants make the right offer at the right time, allowing your customers to get more value out of your establishment.
With GoGoGuest, Marina’s customer profile is automatically updated to reflect her most recent purchase – across any store or online. The next message Marina receives could mention something about her previous orders and a recommendation of something new to try!
Each time Marina makes a purchase, Edley’s says, ‘Hello!’ by introducing the brand or casually offering Marina options to eat more beef, based on her previous purchase of beef menu items. One message is about introducing the new Edley’s family meal she can order weeks in advance.
GoGoGuest helps restaurants combine their marketing outreach across multiple channels. As a restaurant-type business, you can use online sales to drive more in-store foot traffic and use those in-store purchases to encourage more online orders.
Here’s an example of how that works. When Marina completes her next $100 online order, she receives a reward for a free hot sauce that she can pick up at Edley’s nearby location. The next day when Marina stops by the restaurant after work to pick up her free hot sauce, she receives a text message promoting a special offer on an order of tacos and a happy hour margarita. While eating her food in-store, she gets a special offer via email for a “happy hour pass” that comes with a $5 coupon if she purchases four family meals in a month.
At this point, Marina’s total LTV in 3 weeks has gone from $500 to $800.
Grow Customer Loyalty: Know what they love to influence behavior
Traditional retail loyalty programs used to be about encouraging customers to keep repeating the same behavior. In the past, things looked a lot like this:
- Buy ten lunches, get one free
- Buy five coffees, get $1 off
In today’s world, this kind of loyalty program is too simplistic and doesn’t necessarily drive incremental revenue over time. Using GoGoGuest’s platform, you can benefit from understanding what customers want and the promotions that will interest them. We can quickly and easily help your business add more value for customers…all while making more money for your business.
Customer loyalty is not just a simple question of trying to get customers to “repeat past purchase behavior.” Instead, it’s about repeat business: increasing the frequency that customers buy from you and increasing the total purchase price.
The winning recipe for customer loyalty programs today? Encourage your repeat customers to change their behavior and drive incremental behaviors at every given touchpoint. Every time a customer walks into your store, every time they order from you online, and every time they share data about their preferences via a POS or third-party app, you have an opportunity to nudge them in the direction of higher-value sales. You can also use these interactions to drive a deeper long-term relationship with your business.
It Starts With Understanding Data To Personalize Your Brand's Engagement, Customer by Customer
Customer loyalty programs used to be all about encouraging a customer to keep repeating the same purchase behavior over and over again: “Keep buying the same thing every time!” But this is a missed opportunity for your business. Instead of simply offering a discount on the same type of purchase, look for opportunities to add more value for your customers. That looks like:
- Introducing your customers to new experiences and products
- Presenting your brand seamlessly and coherently across all touch points
- Offering personalized and relevant offers that will engage your customers
The best loyalty programs are driven by personalization and based on customer data insights. Using data, you can help guide customer behavior towards an aligned sales event, which is proven to increase a customer’s lifetime value.
GoGoGuest helps you create a unified customer experience for retailers, coffee shops, and restaurant-type businesses. At the centre of this is creating an experience that adds tangible value for you and your customers. Our goal: access to all your existing customer data on a single, comprehensive, easy-to-use, adaptable platform. You’ll be amazed to see how much you can learn about your customers, just based on the customer data that they already have. Using GoGoGuest, you’ll be able to implement changes that immediately drive business results.
By using GoGoGuest, you’re going further than just offering customers another small discount. You are providing a comprehensive experience that helps unlock more value and makes the customer want to have a more extensive relationship with your business.
Your customers want to keep buying from you. But they also want to know that you care about them, that you understand them, that you’re anticipating their unique needs in a personalized way. In the same way restaurant customers often enjoy “suggestive selling” (when a waiter will recommend a certain menu item, special of the day, or bottle of wine), GoGoGuest can help your business make more accurate and relevant offers. As a result, your customers will feel appreciated, and they’ll understand the value of your brand, inspiring long-term customer loyalty.