Customer Relationship Management

Customer relationship management (CRM) is a broad term that covers concepts used by companies to manage their relationships with customers, including the capture, storage and analysis of customer, vendor, partner, and internal process information.

There are three distinct areas of CRM:

Operational CRM: The operational area of CRM for your restaurant includes business practices such as sales, marketing, and other business processes that include supporting roles for direct customer interaction. Keeping a contact history database for customers is an example of the operational area of CRM.

The benefit of operational CRM is that the customer can have different channels of communication with your restaurant, and your restaurant will have the customer information available in the database so that any redundant repetition of customer information is avoided.

Collaborative CRM: The Collaborative area of CRM deals with the direct customer interaction, including feedback and issue reporting. The interaction with customers can be through a variety of channels, such as web pages, email, automated voice response, or text messaging. This customer information can then be stored in a database. The objective of collaborative CRM for a restaurant can include cost reduction of marketing, improvement of sales, and better restaurant service for the customer.

Analytical CRM: The Analytical area of CRM deals with the analyzing of customer provided marketing data, like the customer data stored in the customer information database collected by the Operational and Collaborative areas of CRM.

By analyzing customer data which you can store in a database, you can make predictions based on the outcome of marketing endeavors for your restaurant.

Pizza restaurants that offer delivery are some of the easiest to track, because they have databases of individual customer information. They can calculate the average value of a customer, by the average amount of money they spend per order. This allows them to know how much a customer is “worth” over the course of a week, a month, or even an entire year.

Imagine being able to make predictions like this through easily accessible customer information databases. With the Webii FoodviaWeb service package, your online ordering customer information will be readily available at the click of a button.

Click here for a demonstration of an online ordering web site.