IS YOUR SERVICE TAILORED TO FIT? SUPPLIER ARTICLE
Personalisation is the buzzword when it comes to creating a bespoke service that will make each and every one of your guests feel like a VIP
Welcome back Laura.
It’s happy hour! Have a bite with your drink. My recommendation for you today is our gluten-free bruschetta.
James, Bar Manager
P
ersonalised, user-friendly experiences are expected in the online world, but as our virtual and physical worlds converge, companies are under more pressure to meet their customer’s needs at any time and place. Alongside this, customer loyalty has fallen as buyers have turned to favour experience over factors like product or price in making their purchasing decisions. With the rise of big data, the internet of
things and artificial intelligence, we believe the next five years will see mass personalisa- tion in the physical environment, and those who get it right will win the loyalty battle. Netflix has made personalised recommen-
dations a key part of its business. It knows that its customers will lose interest and switch off in roughly 60 seconds if they aren’t presented with bespoke recommendations. In this new reality, not only is personalisation a ‘nice to have,’ it can impact bottom lines – Netflix has estimated that it would lose $1b in revenue every year without its recommendation engine. The Accenture Personalization Pulse Check
2016 found that 68% of consumers are happy to share their data with streaming services for personalised recommendations. Research has shown that consumers believe companies need to do a better job of integrating their
28 | Technology Prospectus 2017
“Customers don’t need to download an app or manually check-in. They access the venue’s ‘VIP’ service and suggestions by simply connecting to Wi-Fi”
online and offline experiences, and they don’t mind ‘giving back’ to get it.
While the online experience is evolving rap-
idly, the physical world is lagging when it comes to personalised suggestions that improve the customer experience. So how is this possible in restaurants, pubs or coffee shops? By integrating with the business existing
Wi-Fi network and CRM/PoS, Cheerfy identi- fies customers on arrival and departure. This gives marketing managers the unique chance to automatically engage guests through texts or email, to recommend a dish based on their dietary conditions, promote the restaurant’s app to frequent customers, congratulate them on their birthday or invite them back if they have not called in for a while. And much more. Customers don’t need to download an app or manually check-in. They access the venue’s ‘VIP’ service and suggestions by simply connecting to Wi-Fi and registering once
using Facebook, Linkedin or by filling in a short form. A simple customised survey follows to collect food preferences and other information. After that, customers will be automatically connected. We have seen our clients reach up to 10 times more customers through Cheerfy than through other channels, such as mobile apps or newsletter subscriptions. Moreover, up to 50% of those registered with Facebook share additional preference information. Most importantly, we’ve also seen them up to double the frequency of customer visits. We believe the key to unlocking the potential of real-time engagement in the physical world is in contextualised messaging. This means it is genuinely helpful for customers, giving them the most useful information. By doing this, restaurants can drive real engagement, increase customer loyalty and positively impact their bottom lines.
www.thecaterer.com
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