Integrating Digital Tools in Restaurants (3/3 Digitalization of the Payment System)

Welcome to the third and final article in our “Integrating Digital Tools in Restaurants” series. In this installment, we delve into the digitalization of the payment system and the importance of customer relationship management (CRM) for fostering lasting connections with your valued patrons.

As the restaurant industry continues to evolve, leveraging CRM tools and enhancing servers with connected technologies becomes instrumental in understanding customer preferences, optimizing the dining experience, and driving revenue growth.

Join us as we explore how digital tools can transform the way your restaurant engages with customers and solidifies its position in a competitive landscape.

DIGITALIZATION OF THE PAYMENT SYSEM

Integrating cash register systems into the establishment’s information system is now crucial, considering them as a separate channel. This allows linking customer orders and loyalty points acquired. Additionally, information can be disseminated through these cash register systems, as on smartphones and websites.

From an ergonomic perspective, these touch-based systems should offer a simple and smooth experience for sellers. They can also be deployed on tablets for mobile use. From a technological standpoint, the choice of this channel should be based on its technical architecture and ability to expose and consume APIs (Application Programming Interfaces).

It’s essential to assess customer satisfaction and offer services to show appreciation and strengthen the relationship. The payment of the bill and the departure from the restaurant are ideal moments for this.

Customer Relationship Management (CRM)

Customer Relationship Management (CRM) encompasses tools, methods, and actions that allow a company to enhance its relationship with customers and potential clients (prospects), optimize this relationship, build customer loyalty, and increase revenue.

CRM tools are essential for developing, automating, and tracking the commercial relationship between your restaurant and customers through various communication channels. The objective is to better understand your customers through the information collected and the creation of a customer database. This database can include identity, phone number, email, preferences, visit frequency, and expenditure amounts.

CRM also involves listening to customers by collecting their feedback and monitoring their comments posted on your website, social media, and review sites. CRM enables you to offer personalized, value-added offers at each stage of the purchasing cycle: before the sale, during the sale, during the customer service process, and after the sale.

Customer Loyalty

Regularly communicate with your customers and show appreciation for their loyalty by sending newsletters, event invitations, discount coupons, promotional offers, gifts, etc. This approach aims to increase the frequency of their visits to your restaurant and, consequently, your revenue.

You can reward loyal customers based on criteria you define, such as every visit, providing feedback, completing profile information with specific offers, loyalty points, building up a balance to be spent later at your establishment, or making donations to a charity of their choice.

Key Figures:

• 20% of customers represent 80% of the revenue.
• 10% of customers represent 90% of profits.
• A very satisfied customer tells three people.
• A dissatisfied customer tells ten people.
• A very dissatisfied customer tells twenty people.
• 98% of dissatisfied customers never complain; they simply leave.
• 75% of negative experiences are unrelated to the product.
• The main reason customers leave is that they don’t feel valued.
• Acquiring a new customer costs three times more than retaining one.
• Winning back an unhappy customer costs twelve times more.
• Over a five-year period, a company manages to retain an average of 20% of its customers.
• A 5% increase in customer loyalty increases profits by 15 to 35%.
• Enhanced Servers or Cashiers

Enhancing servers and/or cashiers involves training and equipping them with connected tools (fixed or mobile) to improve their performance, provide better service, offer more information, and provide sound advice to customers.

This concept entails augmenting servers with possibilities and information provided by technology. They are often equipped with tablets, smartphones, and/or smartwatches, allowing them to:

• Access customer or prospect data (customer recognition).
• Check customer reviews and comments (providing explanations and positive responses).
• Access product information (quality, nutrients, allergens, recipe details).
• Access supplier and producer information (product presentations).
• Use visual sales tools (photos, videos).
• Recommend wines to accompany dishes.
• Communicate with the kitchen and the dining area.
• Monitor real-time performance indicators (service speed, sales performance).
• Process payments.

The concept of the “augmented” server maximizes performance and customer satisfaction by providing access to relevant information and technology’s benefits.

In conclusion, integrating digital tools into your establishment is vital for enhancing the customer experience, streamlining operations, and remaining competitive in a hyper-connected world. From dynamic displays and interactive kiosks to mobile payment solutions and customer relationship management, these tools empower your restaurant to provide a modern, efficient, and personalized service that keeps customers coming back for more.

Embracing these digital advancements will not only improve your bottom line but also create a lasting impression on your patrons, making your restaurant a preferred choice in a fast-paced and tech-savvy market.