RIZWAN ANSARI

M.A.TOURISM ADMINISTRATION

HOW TO INCREASE PER DAY SALE WITH THE HELP OF CRM

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.