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f you thought technology had nothing to do with providing a warm and person- alised customer welcome, think again.
Your competitors are already greeting res- taurant diners with their favourite tipple on their birthday, solving issues in real time before customers even make a complaint, or personalising hotel guest experiences by enabling them to select the room layout they prefer. And it’s all down to technology. “Technology is an enabler. It gives you the tools to deliver the best experience,” says consultant Francesca Danzi, who is currently advising Cheerfy, a customer recognition
www.thecaterer.com
management (CRM) system that uses a hospitality business’s existing Wi-Fi to build up a profile of individual customers. Key benefits of Cheerfy’s technology are that when a registered customer walks in, the manager or maître d’ is notified of the guest’s name and preferences. They can, for instance, see on their device that it is the guest’s birth- day and offer them a complimentary glass of wine or whatever fits their taste profile, and the manager can send a personalised wel- come message with menu recommendations. Any purchase feeds into the guest profile. “Today, to build customer loyalty you don’t
just need valuable reward; customers want to be valued in a mutual relationship. It is more emotional. The more that you add an emo- tional side, the stronger the bond is,” explains Danzi. “They want you to remember their name and prepare their coffee as they like it.” Danzi, who helped transform Burberry into a digital luxury brand, adds that the retail industry has been gathering customer data for at least a decade. “We mapped the customers’ journey before, during and after they visited the store to keep the experience high. Restau- rants can learn from this. Customers want to be acknowledged and they will give out data if
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