How well do you know your customers?
In fact - when was the last time you asked yourself that question?
Collecting data has never been easier - particularly if you invest in the right technology. And, providing you abide by GDPR guidelines, using that data to improve your business will help you grow and become more profitable.
The right customer data will help you:
- bring more people through your doors;
- raise the satisfaction level of every single guest; and
- increase revenue.
Unconvinced? Here are five super-simple reasons why you need to know your customers.
1. You can personalise their experience
There’s a reason 70% of millennials are frustrated with brands who send irrelevant emails: those emails aren’t personalised.
The last thing you want is for your emails to be part of that statistic. With customer data to hand, you’ll know what they like, what they don’t like, the type of coffee they prefer and even when they’re most likely to enter your establishment.
2. You’ll increase engagement with your brand
A massive 36% of consumers want businesses to offer more personalised experiences. The more you know about your customers and the more you create tailored services for them, the more engaged they’ll be with your brand.
Brand engagement is gold dust. If you attempt to build it without getting under the skin of your customers, it’ll take years - or, ultimately, fail.
3. You’ll gain insight for service improvements
How do you know if you’re really delivering a great service? A bunch of completed surveys and comment slips may not tell the whole story.
Customer data extends beyond their contact details. It’s as dynamic as your customers and, if obtained on a regular basis, will reveal exactly what they think about your products and service.
4. You’ll better understand your audience
Customers want to give you their personal data. It’s why 83% of consumers are happy to share their information if it results in a better experience.
This gives you a head start in better understanding them. It means your customer base is no longer one great big lump of random human beings who just happen to occasionally drop in and spend money with you.
Instead, they become Sarah, David, Amit and Jocelyn; they’re real people to whom you can attribute specific triggers to ensure they return.
5. You’ll build a more targeted marketing strategy
‘Spay-and-pray’ marketing strategies are expensive and provide no measurable return on investment.
Marketing strategies driven by customer data are targeted, timely and far more likely to result in a tangible upturn in business.
When you really know your customer base, you can segment your email marketing lists and create promotions, menus and additional services which deliver a measurable return on investment.
- Make sure you’ve got the right technology in place to collect customer data (from your WiFi system to online table reservation platform)
- Define the information you need in order to better understand your customers
- Brush up on your GDPR knowledge and policies
- Revisit your marketing strategy and align it with your new customer knowledge