5 tips to turn your customer data into gold

For some, customer data is worth a lot, for others, it’s a struggle to get a grip on. Collecting and maintaining customer data will allow you to gain more insight into who is visiting your business, what their preferences are as well as how you can get them to come back. The end goal of all of this is, naturally, to also attract new patrons to your restaurant. Take it from us – collecting and keeping customer data is the best way to a higher turnover. Are you looking for a convenient guide to turn your customer data to profit? You’ll find a handy checklist right here. 

Within the first three years after opening, 6 in 10 hospitality businesses go bankrupt, partially because of incorrect use of customer data. Hospitality entrepreneurs keep making major investments to attract first time guests. However, research shows that a guest spends up to 30% more if they feel an emotional connection to the restaurant. Offering a personal experience plays a big role in this. As such, collecting and keeping customer data is extra important, because in this way, you will know exactly how you can provide your patrons with the best experience.

At Resengo, we love helping you use your customer data correctly. Follow our 5 tips to optimise your business.

1. Start collecting customer data by paying attention to the customer

When you receive reservations through Resengo, you already know your guest better than you think. Basic customer data like name, birth date or extra remarks are already putting you ahead to give your guests a personal experience. As such, make sure that saving these data is standard procedure. While you’re doing that, take the time to read and answer your customers’ comments. Before your shift begins, take a quick look at how your guest’s previous visit went, whether specific patrons have allergies or whether there’s a special occasion, such as a birthday.

2. Collecting customer data: integrate systems as a partner

When you’ve gone to work with your basic customer data, you can also leverage them by integrating several data systems. In this way, collecting and keeping customer data becomes a whole lot easier. For instance, you can link the Resengo reservation system to a register system like Lightspeed. This will result in you knowing exactly which guest is at which table, their average spend in your business, and what they’re spending these amounts on. Such information is priceless when they visit again!

3. Keeping customer data creates room for a personalised approach

Did you manage to collect your customer data correctly? Perfect! Then make sure your newsletters and other actions are fine-tuned to specific segments by dividing your mailing lists. That way, you can send out mailings to certain groups from your customer records. For example, you can send personalised e-mails to loyal customers, people in a certain age bracket, young parents with children, vegetarians, wine afficionados, and so on. Your guests will feel spoken to in a personal way, and this can only help improve their customer experience.

4. Optimising customer data? Ask for and publish feedback!

Looking to optimise the use of your customer data? Then ask for feedback. Asking feedback has several advantages, after all. It means you can use reviews to improve your business and strengthen customer relations. Don’t forget to thank guests for their feedback, or compensate them if they had a negative experience at your restaurant. Have you made a choice to keep customer data digitally and are you getting online feedback? Publish it on your website and on your social channels. This new content will make your website rank higher in search engines and will undoubtedly attract new patrons.

5. Distinguish between offline and online

In the era of digitalisation, your customer exists not in one, but two worlds: an online and an offline world. For your business, it’s best to keep these separate. It’s best to use the online channels to get guests to your business, e.g. through social media. But when your guests are physically in your establishment, it’s best to keep them in the offline world as long as possible by offering them a fully personalised experience.  

Did you read the above checklist, but could you use some more help in collecting customer data? Take a look at our options below!