The report, entitled “CRM: 6 Ways To Smash It”, explained how customer relationship management (CRM) ‒ mainly by email, but also in person ‒ can provide significant tools to build better customer relationships.
As up to 67 per cent of regular customers spend more than new customers, and many loyal guests eventually become ‘brand advocates’ of a business through word-of-mouth recommendations, focusing on regulars was shown to be a savvy move.
Recommended steps included sending out offers specific to particular customers – such as those who historically respond best to food offers, for example ‒ and tailoring your email approach accordingly to try to hook each group back in.
The report also recommended further ways to create ‘brand advocates’, including providing great service and remembering special occasions.
The report also noted practical recommendations on how to engage guests via email.
One way to capture data in the first place was via point-of-sale events – when customers first connect to your free Wi-Fi, for example ‒ and sending them a thank you email with an immediate offer in response.
Half of consumers were willing to share personal data if it meant they would receive tools that would later help them make decisions, the report said.
Despite its proven effectiveness, however, the report said that over 70 per cent of brands were still failing to personalise emails enough.
The importance of customer feedback
Listening to customer feedback was also key, Propeller noted, including allowing customers to suggest new ideas, and training staff to reply quickly even when feedback is negative.
The report concluded: “The hospitality industry has always informally practiced CRM [in] the way a good maitre d’ or pub manager will know their favourite customers’ preferred seat or cocktail. So making the transition to a CRM-led business shouldn’t be a stretch. Adopting these simple practices will allow you to treat even new guests like regulars.”
For more tips and practical advice on how to create and engage loyal customers to drive up revenue, download the report “CRM: 6 Ways to Smash It” here.