The year of 2020 and winter 2020/21 season, is likely to be one of the most challenging times for restaurants, as restaurateurs cope with the restrictions and risks of COVID-19. Along with winterizing the restaurant’s dining experience or expanding services for takeout or delivery, there are opportunities in this season of uncertainty. Winter 2020 is an ideal moment for operators to enhance their strategies for customer engagement for restaurants.
Along with expanding a restaurant’s experience to take-out or delivery, restaurants can be more proactive with customer data management to find strategic customer insights. By learning more about what your customers want to buy, and how to best serve your customers’ needs, restaurants can re-shape the customer experience for better profitability. Along with year-round patio seating and outdoor heat lamps, customer engagement for restaurants is a prime area that restaurants should invest in.
In the current environment, dining room capacities might be limited by state or local public health orders, and many restaurant customers might not feel comfortable with indoor dining. It’s time for restaurateurs to get creative and be aggressively forward-thinking about how to dig deeper into customer insights.
During uncertain times, your restaurant customers still want to support your business, but they might need a more seamless experience that anticipates their needs and makes it easier for them to order. Customer insights can add value for diners as well as for restaurant operators – by helping the restaurant create a more focused, customized experience.
Learn more about your customers, give your customers more of what they want, and watch your profits grow.
Start by building a complete customer profile. By looking at your customers’ purchase data, sales channels (where they order – online, phone, in-person, app, etc.), and other details, you can create a more specific view of what your customers are like and how they like to buy. This can help you analyze your customer relationships on a more precise level.
Your restaurant already owns a lot of valuable data about your customers. GoGoGuest can help you get the most of your customer data, by capturing data from systems you already use like POS systems, online ordering systems and third-party apps that collect a lot of data about your customers. All of these types of data can provide valuable insights for how your customers prefer to pay, what they like to order, what time of day they like to buy, and more.
How GoGoGuest Helps: Here is where GoGoGuest comes in as a customer data management platform:
Once you know more about the basics of your customers and have created specific customer profiles based on what kind of people you serve and what they like to buy from your restaurant, you can go further. The next step of customer engagement for restaurants is “next best action:” finding the next action you can take to contact that customer, interact with that customer, provide an offer to that customer, in a way that delivers the best results.
When you have a complete view of the customer, customer insights help you choose the next best action.
How GoGoGuest Helps: The GoGoGuest platform provides your restaurant with targeted customer insights, like a recommendation engine of next best actions to engage with your customers and drive your customer relationships forward.
For example, depending on the data, your next best action might be:
We identify which customer personas/groups/segments would be the best fit for specific campaigns and messaging. For example, is the customer a candidate for online ordering? Is he local? Do they often order for large groups or for one?
Learn more about your customers, what they like to buy, and how they like to be reached. Then engage them with precise, personalized, targeted communications and special offers. This is what next best action means, and how it can supercharge customer engagement for restaurants.
How GoGoGuest Helps: To make these recommendations for your next best action, GoGoGuest uses our Market Basket Analysis, driven by machine learning AI and logic.
We correlate and refine purchase data and WiFi data (for in-store customer insights) to help you understand which customers are most likely to respond to which actions. We help you choose the channels (such as apps, email, Facebook, Google Ads, Instagram, and TikTok) that are most engaging to connect with customers and which can help the restaurant’s bottom line.
GoGoGuest Helps Recommend:
Customer engagement for restaurants is an ongoing process of learning, growing, and getting better. If you can keep learning from your customer insights and keep refining the ways you reach out to customers in ways that are more relevant and useful to them, you can build a customer engagement loop that gets smarter over time.
Insight driven customer engagement adds value by removing the costly guesswork.
What if you really knew which customers were most likely to buy, most likely to respond to an ad or special offer, and more likely to become loyal, repeat customers?
How GoGoGuest Helps:
GoGoGuest helps operators get smarter customer engagement for restaurants with marketing segmentation and automation (email and SMS) to refine customers’ journeys. Market basket analysis continues to be a big part of the equation. This allows restaurants to focus on their best, most engaged customers.
Along with putting more focus on your most-engaged and enthusiastic customers, GoGoGuest can help you avoid wasting time on unengaged and ghost customers. Our research shows that 22% of your email lists go into decay every year.
This is why it is important to build these customer profiles early on and keep learning from fresh customer insights. The more you know about who your best customers are, and which customers are less engaged or less valuable for your business, the more efficient you can be with your marketing efforts.Customer engagement for restaurants is an ongoing process of learning, growing, and getting better. If you can keep learning from your customer insights and keep refining the ways you reach out to customers in ways that are more relevant and useful to them, you can build a customer engagement loop that gets smarter over time.
Don’t take our word for it. We encourage you to dive in and dig deeper. Have you read The Customer Engagement Playbook? Produced by the GoGoGuest team, it offers actionable next steps and best practices on how to implement these actionable full cycle marketing tips from creating awareness, customer engagement to growing customer loyalty that drive value.
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