Understanding the idea of building database sounds easy and obvious, but the most part of the difficulty lies in initiating the very idea of building such a database. There are a few steps which can generally be adopted to build a database:
- Have your objectives crystal clear.
This is perhaps the most important reason resulting in failure of database meeting the desired expectations. Understanding the need and requirements of such a file will provide the means to reach to the ends. It is always possible to amend and modify the database if it is built in a flexible manner whenever such customization is required.
- Decide what information you will collect
The idea is to build a stable and a consistent picture of customers along with prospects, you should only collect relevant information, info that is practical to collect, & one which will be useful in the sales & marketing process.
- Structure the data
It is very basic yet crucial to keep a check on the source of your data and the way in which it is collected. Usually the most important and relevant data is in the unstructured form. Structured database is what is required to be available and easily accessible
UNDERSTAND YOUR CUSTOMERS
For any business now, the first thing before marketing and selling a product or a service is to understand the customer. Now with such diversity among the target audience, it becomes difficult to understand what exactly does your customer requires. Moreover, there is a cut throat competition throughout the industry and the customers are no more loyal, they may change their preferences anytime without a second thought.
Here are five steps that may help you in understanding your customers better,
- Stand in your customer’s shoes.
You have to look beyond your horizon and core businesses to understand the customer’s range of preferences, and also your supply chain which you are a part of. This idea also increases the value of your understanding of rivals and help you better anticipate their next moves.
- Staple yourself to a customer’s order.
Tracking important long term customer experiences as they have traversed the restaurants pathways & note where the experience goes negative. It is a common practice in some hospitals to ask interns to first-hand experience the admittance process by posing as fake patients. One client asked managers to listen in on its call centre. If you're unable to put yourself in the customer's shoes, try role-playing at all points of the customer’s buying cycle with your restaurant.
- Field diverse customer teams.
It is important to have different people in the team to understand different types of customers. A bank shuffled its back-office staff to be in its customer support team, supplementing the usual customer-facing roles. Another company sends senior teams from different streams into the field to interact with customers and build a deep understanding as to how to serve them better.
- Learn together with customers.
Their top customers along with local executives and account managers in China were invited by GE, to a seminar on leadership and innovation. This not only helped the GE executives understand the mindset of Chinese counterparts better but also to influence that mindset.
- Lean forward and anticipate.
Try and foresee what your customers might want in the future and work towards it. Steve Jobs and Richard Branson are perfect examples of how foresight can shape the course of business to greater heights. Try to envision different futures through tools like scenario planning and then explore how the market dynamics may affect your customer buying preferences.
MARKET YOUR BRAND BASED ON THE DEMANDS
There's a big difference between simply relying on your marketing efforts and trying to transform yourself into a brand. If you seek to establish your business as a brand - which ideally is the ultimate goal of almost every business - you need to understand that what your customers' need and what they want are two very different things.
- Make an inventory of your skills.
List down what you are exceptionally good at & what you want your customers to perceive when your brand comes to mind. Your unique set of skills will define your brand and also give a basis of its origin.
- What does your customer need?
From the list of skills prepared, determine those skills that they might particularly need. Brainstorm through the kinds of things you do that your customers may come to you for. You have to define your brand based on your propensity to fulfill such demands.
- Focus on what differentiates.
It's very important for your brand to be differentiated from others and other similar options available to customers. Of course your brand experience will ultimately differentiate you but being unique is all about ascertaining what really sets you apart from your competitors. Your goal should be different and better than your competition.
So, these are the 3 Steps of Restaurant Marketing for Higher Revenues.
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