Expert Insight
The 9 Steps of your Customer Booking Journey: invest in Tech and work with the right partners for your operation:
✓ Website: Clear design and visuals of packages with optional bolt on extras.
and a further 26% will in May. So, as I am pretty good at maths, I know that’s 60% of customers who are seeking to return by May. Inclement weather may impact but I am counting on the determined customer such as myself (also a social smoker) who will be sitting outside with my colleagues and/ or friends come rain or shine! The negative aspect to this finding of course is the 40% who are still not venturing out – even in May. The challenge will be to make up for lost footfall from tourism and
business premises at least in the short term, but let’s be realistic: working from home is here to stay as a continuing flexible option. This could begin to appear rather depressing, even allowing for the fact that residential, local and rural pubs/restaurants won’t have as many challenges as City centres. Nonetheless the challenge remains: we must all have a unique reason to visit, a visit that’s memorable so that each unique brand and venue is a desirable destination to guarantee the ‘Next Visit Please’.
What does your customer really want?
✓ Bookings: A booking system that’s optimised for maximum efficiency. The right booking system will facilitate a seamless and automated journey. Use packages and up-sells and card verification on booking to gain financial commitment at peak times.
✓ Pre-arrival: Actionable SMS and email reminders and easy ways to cancel to minimise no shows.
✓ Arrival: Checking in, marking no shows. WIFI solutions to capture customer data e.g., Wireless Social.
✓ Order & Pay: Ability to order and pay at the table, multiple orders, running totals. Feeds into EPOS e.g., Zonal.
✓ Feedback: Follow-ups and incentives to review visit. e.g., FeedItBack and Yumpingo.
✓ CRM: All customer interaction to feed into the CRM. Use this data to drive repeat visits and customer retention. e.g., Airship.
✓ Loyalty: Gift cards, hierarchy of guests based on visits/spends, gift experiences e.g., Toggle.
✓ Re-book Incentives: Use data from CRM and WIFI to drive repeat visits and create personalised offers or highlight dynamic pricing options to drive off peak trade.
cont.
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